Killer Marketing Ideas presentation for Polsky Center at U of C

Danny Schuman has spent his career partnering with people to come up with ideas that help products stand apart, first as an ad agency writer and creative director and currently as President and Head Twister at Twist (http://twistyourthinking.com/). In this presentation at the Polsky Center for Entrepreneurship and Innovation at the University of Chicago, he talks about a left brained and a right brained approach to coming up with ideas that can break through the clutter.

Transcript

1. Killer Marketing to Break Through the Noise 2-20-17
2. I’m Danny Schuman
3. twistyourthinking.com @twisturthinking
5. ME MIKE
6. ME MIKE
7. ME MIA MIKE
8. Ideas
9. Killer Marketing to Break Through the Noise
10. How noisy?
11. 5,000-10,000
12. Hey, nice product.
13. The best product doesn’t always win
15. Tactical ideas Big Ideas
16. Newsletters E-coupons Google Adwords Facebook ads Promoted Tweets Give it Away (Co) sponsor events
19. Ideas
20. Ideas
21. Where do you think of Ideas?
22. In the Shower
23. On the/train/plane/bus/car
24. On a dog walk
25. On the treadmill
26. On the toilet
27. How do you think of Ideas? What process do you use?
28. Uhh…
29. How to come up with ideas: Two different processes
31. Part 1: How to create ideas (for the Left Brainers)
32. Part 2: How to create ideas (for the Right Brainers)
33. Actually, a first part before the two parts
34. Who are you?
35. Hopefully you’ve thought of that…
36. Basic Brand Positioning: A quick primer The unique, credible and sustainable place in the consumers mind that you want your brand to own.
37. Basic Brand Positioning Template TARGET Who you're talking to COMPETITORS Who you’re competing against UNIQUE BENEFIT What you uniquely provide REASON TO BELIEVE Why this not that?
38. Starbucks’ brand positioning
39. (I made this up at Starbucks)
40. Starbucks’ Brand Positioning To community seekers, Starbucks is the coffee house that provides the perfect gathering place because we serve great food and drinks in a welcoming environment just about everywhere
41. OK. File that away.
42. How to come up with Ideas (left brainers)
43. Information superhighway Tech incubators VR
44. Superhighway
45. Automatic dishwashers
46. Television
50. 48 pages
51. $5
52. Five step process
53. 1. Gather the information
54. Don’t just sit there…
55. What kind?
56. Specific and General
57. From where?
58. From everywhere.
59. •Online •Real news •Fake News •Podcasts •Grandma •Chipotle wrapper
60. Then what?
62. •Tablet •Journal •Notes on phone •Recording app on phone •Tattoo •Child’s tattoo •Chipotle wrapper
63. 2. Digest the information
64. “Feel them all over with the tentacles of the mind”
65. •Make connections •Create relationships •Ask “What if?” •Be convinced that OMG you totally have it then realize it’s flawed and feel completely lost
66. 3. Incubation stage
67. Turn the problem over to your unconscious mind
68. Walk away
69. Story about a cow and an investment banker.
70. A creative occurrence
71. Measurable evidence of creativity A creative occurrence
72. Invisible creative activity A creative occurrence
73. Information overload
74. A wandering mind unsticks us.
75. Close your eyes
76. What the "pause" phase of the process means for me is a kind of disengaging from solving — it's almost like in order to "try" most effectively, at some point you have to almost stop trying. You’re still solving, you're just subconsciously allowing your brain the space to work, rather than trying to browbeat your conscious mind. After I gather tons of data, there's this amazing point in the middle where I literally let the voice in my head say “screw it," and then I go for a walk. I need to give my brain some alone time. When the brain is ready, it'll go "Hey, check THIS out." It's like it's saying, while you were "busy" walking, I was solving your problem. You're welcome!
77. 4. Birth of an Idea
78. “It will come to you when you are least expecting it — while shaving, or bathing, or most often when you are half awake in the morning. It may waken you in the middle of the night.”
79. In the Shower
80. In the car/train/bus
81. On a dog walk
82. On the treadmill
83. On the toilet
84. 5. Refinement
85. “Cold gray dawn of the morning after.”
86. Take it for a spin.
87. A good idea has self-expanding qualities.
88. Now you have a step-by-step process
89. 1. Gather the information 2. Digest the information 3. Incubation stage 4. Birth of an idea 5. Refinement
90. But if you don’t want one…
91. How to come up with Ideas (right brainers)
92. Accountant Architect Painter Life Coach Information Security Web Designer Engineer iOS Developer Winemaker Tech Entrepreneur Chef Filmmaker Attorney Hotel Manager Police Officer ER Doctor Music Producer Venture Capitalist Lobbyist Sports Physiologist Sailing Coach Non-profit development Psychologist Teacher Eastern Healer Theoretical Physicist Confectionista
93. Qualitative
94. Not traditionally empirical
95. In no particular order
96. 1. Get Naked
97. “Tell me what you know, then tell me what you don’t know, only then can you tell me what you think.”
98. SHE WHO ASKS A QUESTION REMAINS A FOOL FOR FIVE MINUTES. SHE WHO DOES NOT ASK REMAINS A FOOL FOREVER. Chinese Proverb
99. Be the dumbest person in the room
102. 2. Look Up
107. Pay attention Get lost
109. 3. Steal
115. 4. Play with Yourself
116. Don’t let the pressure exceed the pleasure
117. Don't let the pressure exceed the pleasure.
122. 5. Believe
125. 6. Stop what you’re doing and get the hell away from your computer
126. Shower, train, tradmill, etc. (Birth of an idea)
127. YES!!!!
128. Get naked Look up Steal Play with yourself Believe Stop what you’re doing and get the hell away from your computer
129. A funny thing happens when you look at the two processes
130. 1. Gather the information 2. Digest the information 3. Incubation stage 4. Birth of an idea 5. Refinement Get naked Look up Steal Play with yourself Believe Stop what you’re doing and get the hell away from your computer Yes! (Get naked)
131. Questions?
132. twistyourthinking.com How can I help? @twisturthinking