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Michael KrytonAuthor, Gildan Media New York
Copyright Michael Kryton 2015
Tangible approach to creativity and ideation
Need for immediacy
Engineering innovation
CONTEXT
Connect to the way you and othersoperate creatively
Find the ideas you are looking for
A methodology you can apply anytimeand immediately focus the creative lens
GOALS
Points of view around creativity and ideation
Nature of your creativity
Structure of Methodology
Active assignments
AGENDA
What do you need an idea for?
ASSIGNMENT
What do you need an idea for? Handbook Pg 3
______________________________________________________________________________________________________________________________________________________________________________________________
ASSIGNMENT
POINTS OF VIEW AROUND CREATIVITY AND IDEATION
POINTS OF VIEW AROUND CREATIVITY AND IDEATION
Looking through our filters affects our perceptions around creativity and how we operate creatively.
It also affects how others operate creatively around us.
Point of View – Point of You
Knowledge
Understanding
Ideas
Knowledge
Understanding
Ideas
We find ideas. We do not “come up” with them.
THE NATURE OF YOUR CREATIVITY
ASSIGNMENT
What is your brand or voice?
ASSIGNMENT
What is your brand or voice?
ASSIGNMENT
What is your brand or voice?
What is your brand or voice?Handbook Pg 5
______________________________________________________________________________________________________________________________________________________________________________________________
ASSIGNMENT
GAMES OF PRETENDING
Fluid generation of creativity and ideas
GAMES OF PRETENDING
Fluid generation of creativity and ideas
The connection between pretendingand the way you operate creatively
GAMES OF PRETENDING
1. What pretending activities did you engage in as a child?
GAMES OF PRETENDINGThe 6 Questions
1. What pretending activities did you engage in as a child? 2. What were the pretending stories or scenarios about?
GAMES OF PRETENDINGThe 6 Questions
1. What pretending activities did you engage in as a child? 2. What were the pretending stories or scenarios about? 3. Where were you when you engaged in those pretending activities?
GAMES OF PRETENDINGThe 6 Questions
1. What pretending activities did you engage in as a child? 2. What were the pretending stories or scenarios about? 3. Where were you when you engaged in those pretending activities? 4. What props and materials were involved?
GAMES OF PRETENDINGThe 6 Questions
1. What pretending activities did you engage in as a child? 2. What were the pretending stories or scenarios about? 3. Where were you when you engaged in those pretending activities? 4. What props and materials were involved? 5. Were you alone or were others involved?
GAMES OF PRETENDINGThe 6 Questions
1. What pretending activities did you engage in as a child? 2. What were the pretending stories or scenarios about? 3. Where were you when you engaged in those pretending activities? 4. What props and materials were involved? 5. Were you alone or were others involved? 6. What role (including you) did everyone play?
GAMES OF PRETENDINGThe 6 Questions
The 6 Questions1. What pretending activities did you engage in as a child?____________________________________________________________________
2. What were the pretending stories or scenarios about?____________________________________________________________________
3. Where were you when you engaged in those pretending activities?____________________________________________________________________
4. What props and materials were involved?____________________________________________________________________
5. Were you alone or were others involved?____________________________________________________________________
6. What role (including you) did everyone play?____________________________________________________________________
ASSIGNMENT
THE IDEATION METHODOLOGY
THE IDEATION METHODOLOGY3 Steps
THE IDEATION METHODOLOGY3 Steps
9Inherent Values
Set the Context
Select the IVL and generate the Idea String
Identify the Actionable Ideas
3 STEPS
FUNCTION - RESULTThe Inherent Value of Function-Result is that it leads to (or enables) making, doing and creating, giving greater meaning and value to the process, which triggers ideas.
FUNCTION - RESULTThe Inherent Value of Function-Result is that it leads to (or enables) making, doing and creating, giving greater meaning and value to the process, which triggers ideas.
CONTEXTDescribe the function
List the resultsHow do users feel?
FUNCTION - RESULTThe Inherent Value of Function-Result is that it leads to (or enables) making, doing and creating, giving greater meaning and value to the process, which triggers ideas.
CONTEXTDescribe the function
List the resultsHow do users feel?
IDEA STRINGExamine functions, attributes, results, and values
List terms, phrases, expressionsList images and symbols
THE METHODOLOGY TOOLKIT9 Inherent Values
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
Function - ResultCause - Effect
Problem - Solution
THE METHODOLOGY TOOLKIT9 Inherent Values
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
Function - ResultCause - Effect
Problem - Solution
THE METHODOLOGY TOOLKIT9 Inherent Values
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
If this …then that…
Function - ResultCause - Effect
Problem - Solution
THE METHODOLOGY TOOLKIT9 Inherent Values
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
By ImplicationNegative Space Thinking
The Other Alternative
If this …then that…
Function - ResultCause - Effect
Problem - Solution
THE METHODOLOGY TOOLKIT9 Inherent Values
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
By ImplicationNegative Space Thinking
The Other Alternative
If this …then that…
What we don’t listen to when we’re hearing …
What we don’t see when we’re looking …
Function - ResultCause - Effect
Problem - Solution
THE METHODOLOGY TOOLKIT9 Inherent Values
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
By ImplicationNegative Space Thinking
The Other Alternative
Proximity InfluenceAttitude - Altitude
Shitz & Giggles
If this …then that…
What we don’t listen to when we’re hearing …
What we don’t see when we’re looking …
Function - ResultCause - Effect
Problem - Solution
THE METHODOLOGY TOOLKIT9 Inherent Values
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
By ImplicationNegative Space Thinking
The Other Alternative
Proximity InfluenceAttitude - Altitude
Shitz & Giggles
If this …then that…
What we don’t listen to when we’re hearing …
What we don’t see when we’re looking …
Creatingimplications …
• Describe the situation within which the ideas are needed: who, what, where, why
• List the influences: causes, effects, beliefs, opinions, behaviors, expectations, trends, forecasts and barriers
• Research and evidence
CONTEXT
• Language, including words, phrases, descriptive or narrative sentences, explanations, definitions, quotes, literary examples, colloquialisms, puns, original expressions, slogans, strategic statements, hypothesis, theory, conjectures, assumptions
• Images, symbols, sound
• Artistic, scientific, academic or technological specs
• Animate and inanimate objects, organisms, anything with physical dimensions
IDEA STRINGS
• A concept, theme, Unique Selling Proposition, slogan, headline
• A strategy or tactic
• A solution
• A springboard or platform
• The how and why
ACTIONABLE IDEAS
Function - ResultCause - Effect
Problem - Solution
THE IDEATIONMETHODOLOGY & TOOLKIT
ROOT CLUSTER
INTUITIVECLUSTER
ASSOCIATIVECLUSTER
By ImplicationNegative Space Thinking
The Other Alternative
Proximity InfluenceAttitude - Altitude
Shitz & GigglesIf this … then that… What we don’t listen to
when we’re hearing …
What we don’t seewhen we’re looking …
Creating implications …
Set the Context. Generate the Idea String.Identify the Actionable Ideas.
FUNCTION - RESULTThe Inherent Value of Function-Result is that it leads to (or enables) making, doing and creating, giving greater meaning and value to the process, which triggers ideas.
CONTEXTDescribe the function
List the results
IDEA STRINGExamine functions, results, values and behaviors
List terms, phrases, expressionsList images and symbols
CAUSE - EFFECTThe Inherent Value of Cause-Effect is that actions and events generate consequences, both positive and negative, which stimulate the motivation to act. The actions taken are either reactive or proactive.
CONTEXTDescribe the causes
List and categorize the effects
IDEA STRINGExamine connections and identify trends
List feelings and behaviorsList terms, phrases, images, and symbols
PROBLEM - SOLUTIONThe Inherent Value of Problem-Solution is that it motivates an analytical examination of causes within which ideas are found leading to a solution.
CONTEXTDescribe the problems
List and categorize the causes and effects
IDEA STRINGExamine connections and identify trends
List feelings and behaviorsList terms, phrases, images, and symbols
BY IMPLICATIONThe Inherent Value of By Implication is that it invites a deeper and broader examination of anything on which we are focused creatively.
CONTEXTDescribe the aspects
Note what is known and unknown
IDEA STRINGExamine connections and identify trends
List feelings and behaviors associated with conditionsList terms, phrases, images, and symbols
NEGATIVE SPACE THINKINGThe Inherent Value of Negative Space Thinking is that it takes us to a fresh, new awareness: beyond looking to seeing, beyond hearing to listening, and beyond thinking about feelings and ideas to feeling and being in the moment. This allows intuition to flourish through which we give meaning and generate ideas.
CONTEXTDescribe the known and its aspectsSeparate tangible from intangible
IDEA STRINGList the opposites
List feelings and behaviors List terms, phrases, images, and symbols
THE OTHER ALTERNATIVEThe Inherent Value of The Other Alternative is that it enables us to process things in many directions: looking forward, backwards, sideways, up, down, in and out. A dead end is a direction sign, not the end of the process.
CONTEXTDescribe the known and its aspectsSeparate tangible from intangible
IDEA STRINGList the most obvious alternatives
Examine trends and similaritiesList terms, phrases, images, and symbols
PROXIMITY INFLUENCEThe Inherent Value of Proximity Influence is that it creates implications by design through influence and association, particularly with strong, recognizable brands.
CONTEXTWhat do you need an endorsement for?
Describe the influences to credibility and value
IDEA STRINGList the associations and connections to value
List terms, phrases, images, and symbols
ATTITUDE - ALTITUDEThe Inherent Value of Attitude -Altitude is that it alters and shifts points of view, individually and collectively, leading to a discovery of more attributes (qualities), and meanings (values), which trigger Actionable Ideas.
CONTEXTDescribe the situation
Describe the attitudes and points of view
IDEA STRINGList causes that trigger different points of view
State alternatives and potential effects
SHITZ & GIGGLESThe Inherent Value of Shitz & Giggles is the creative freedom it provides. It distracts us from preconceived notions and allows the process of idea generation to be organic. Results are inevitable.
CONTEXTDescribe the situation and state the objective
Break it down into smaller components
IDEA STRINGList words, phrases, images and symbols
State implications and alternatives
Coaching ProgramWorkshops