getFreshMinds.com | Ideas so fresh--they should be slapped!

Do you need to learn Problem Solving 101?

Recently, I was asked to review Problem Solving 101, a book by management consultant Ken Watabee that was written for children--but became the bestselling business book in Japan that year.

The thing I really like about this book is how it urges readers to go beyond their first assumptions.  

A really good example in the book showed how a young soccer player realized that choosing to go to the 2nd best soccer school would actually benefit her much more than going to the best soccer school.

This wasn't a conclusion that was obvious from the beginning--as the best soccer school was in a "better" location and seemed to have more benefits.  But, when the young girl thought more about the decision, she realized that she would actually have more opportunities to do what she really wanted (play elite soccer and learn Spanish) if she went to the 2nd best school instead.

With the same example, I also liked how the young girl realized that she had overlooked a lot of possibilities when she had first thought about funding her tuition for the school.  Originally, she had thought that she had to pay it all herself... which turned out not to be true (she was able to get scholarships and a sponsor).

That to me was a really powerful example of how people can make things happen even if it seems impossible at first.  One of my deepest beliefs is that is everything is possible... if you only look hard enough for a way to make it happen.

Problem Solving 101's biggest strengths come from the well thought-out examples and demonstrations of problem solving.  The diagrams do an excellent job showing how to shape your thought process!

What didn't really impress me about the book is actually what made is so successful in Japan: that this book is written in such a simple fashion.

This isn't necessarily a bad thing.  I've enjoyed other books of this sort, like Jack's Notebook and The Alchemist.  And it makes the book very approachable for any type of audience.

But I think it is a little too simple for a business audience in the US.  Most Americans learn problem-solving in school or in college... and this isn't anything mind-bogglingly new.  Plus, the examples and illustrations are a little too childish and cute.  They convey the point well, but are more suited to a younger audience.

This doesn't mean the book is bad.  In fact, I think it's quite charming.  It's just not what I personally would look for in a business book.

The good thing about the simplicity of Problem Solving 101 is that the book is very upfront that it was originally written for children.  As such, I have a lot of respect for how well it's done and how it's managed to charm business people of all ages.

I'm just not sure it will take off so wildly here in the US because we've seen this sort of thing before.  However, I think it will resonate with people who are just learning about problem solving.

My evaluation: A cute book that has some charming examples--but a little elementary for anyone who has done work with problem solving before.  Get it as an intro for yourself, or for a younger person who needs to learn how to improve their thinking.  They'll definitely like it.

Want the book? I have one to give away!  Comment below with a sticky problem you need to solve!

POW! How much do you like surprises?

Pow! Right Between the Eyes! is a book about surprises.  Not surprisingly, the first time I heard about this book, I was surprised.  That's because the author, Andy Nulman, was giving away 200 copies of his book to bloggers - and all we needed to do to get one was write on our blogs that we wanted one.

So, being a bibliophile... I totally did!  (Who can resist a free book? Can you?)

The reason I'm telling you this is because this review might not be totally unbiased. I have been pleasantly (and effectively) surprised by Andy Nulman several times this year and I definitely believe he knows what he's doing.

But, I don't think you'll mind... because there's a chance for you to win your own free copy of POW! at the bottom of this post!  Keep reading if you want to know how.

When I was reading POW! I was struck several times between the parallels between surprise and innovation.  Midway through the book, Andy quoted a statement by Peter Georgescu (former CEO of Young & Rubicam) that nails why we need both surprise and fresh ideas:

Commoditization--what I see as the cancer of the 21st century commerce--has fueled ferocious price competition, leading to lower prices, margins and profits for businesses.  With price as the only real differentiator; producers are left with a challenge: They must find a way to stand out in the crowd.

And I think Andy is right when he says that surprise is the way to do that.

After all, when you go to an electronics store, what catches your eye... the dozens of marginally-better computers?  Or is it something out of the ordinary, like the iPhone or the Wii or the tiny netbooks that make frequent travelers drool.

Or, as Andy pointed out, when you're on the street, do you stop to look at the way-too-common Nisson Maximas... or are you irresistibly drawn to the 60s Corvette?

(Obviously, you don't need the book to answer that question!)

What I did find helpful about the book was Andy's descriptions of what effective surprises are... and what they're not.  That's great ammunition if you ever need to get someone to stretch their thinking beyond what's already been done.  

If you've ever been in that situation, you'll know that you need every bit of help you can get!  Some people are so doggone determine to do "new" and "creative" things that have already been done 100 times that I could just tear my hair out!

So, this book is a big help there.

The main thing I really like about this book is the sheer number of examples that Andy gives of great surprises.

In my opinion, a really vital part of coming up with fresh ideas is having a big database of ideas to draw from and build on.  POW! is filled to the brim with examples of effective surprise campaigns that marketers and businesses have done in the past - and I bet if you follow Andy online for a little while, you'll come across even more.

Because of all those ideas, I felt inspired just reading through POW! I was ready to start thinking of ideas all on my own.

I also think this is a good book to read because innovation is all about surprises.  If you've come up with a new idea that surprises no one... that's probably because it's WAY too close to what's already been done before.

If you really want to succeed, your idea needs to have POW!  It needs to surprise people and open up their way of thinking.  Otherwise, it's way too easy to get bogged down in a dehabilitating price war.

Check POW! out.  You'll enjoy it.

And now for the fun part...

I have one free POW! book to give away to a commentator! If I get a lot of really good responses, I'll make it two.*

All you have to do is write in the comments about some way a company surprised you. But hurry, the contest is closing in 24 hours!

Ready... go!

*If anyone wants to grump that giving away a book isn't totally new and surprising, I agree with you. It's not.  But it's a free book!  So stop grumbling and enter the contest!

Why I agree that "All you need is a good idea."

Back when I was a freshman in high school, I decided I had found my calling.  My creative problem solving team was challenged that year to write a commercial as part of our performance - and our team got a chance to tour some of the best ad agencies in the Twin Cities as research.

I thought these ad agencies were the coolest places on earth because the entire companies were built around coming up with ideas!  (What more could you want?!!!)

Obviously, over the years my plans have changed somewhat and I've fallen more in love with the process of coming up with ideas.  But I still have quite a soft spot for the work that goes on in the ad agencies.

So, when I got asked to review All You Need is a Good Idea by Jay Heyman for the 2nd stop on its online tour, I jumped at the chance.  After all, I'd be stupid to throw away a chance to pick the brains of someone who thinks of ideas for a living.  

All You Need Is A Good Idea is a book about advertising and how to come up with copy that gets attention (and causes action.)  If you love to play with words as much as I do, you'll enjoy it just because Jay gives so much solid advice about how to write really good advertising copy.  He also has very good examples that will show you how to do things right... and avoid the mistakes he's made in the past.

But I also think All You Need Is A Good Idea has a lot to offer anyone who works with ideas. As I was reading through the book, I was struck by the number of insights that apply to all creativity.  For example, Jay writes about a great idea he had as a young creative that really impressed the top management of his agency. 

At least, it was a great idea... until people ranking higher than him all made their little tweaks to the concept.  The end result turned out to be as boring as any idea that was designed by committee - and the idea ended up in the trash bin.

That chapter really struct me because it's so easy to let an idea get corrupted beyond recognition... especially when people are just trying to help.

Because I was curious about how a seasoned creative deals with that situation, I asked Jay how he determines whether a helpful suggestion adds to an idea, or detracts from it.

His answer:

When a suggestion makes the idea more familiar, or the thought less surprising, it is a sure sign that it is detracting from whatever made you like it in the first place. One sure-fire test is that when you hear a suggestion, and your response to yourself is, “I

knew I should have gone into the wholesale produce business, like my dad,” well, it is probably not a suggestion you will be comfortable with.

And watch out for being pecked to death by ducks. That’s what I call it when each suggestion changes just one word in your headline. Initially, the new word can seem to add to the idea, not make it worse. But change enough words, though it is only one at a time, and your thought ends up dead just the same.

I'm sure most of you can relate to having your ideas weakened by helpful, well-meaning people.  (I know I can!)  Just like that example, a lot of the stories Jay tells can help creatives with their creativity/thinking challenges.  It's not just for writers.

Since I'm always curious about the process that people use to come up with ideas (so I can get new ways to think myself), I also asked Jay how he personally comes up with great ideas:

When possible, I try to see what the product’s marketing history has been, old advertising campaigns, ads created but never produced.. And of course what the strategy is (and why). Then I write down virtually every idea and thought that comes to mind, leaving the editing process for later. Two other things help the process. Looking at what similar categories, though different products, are doing. If creating ads, for instance, for an expensive timepiece, I would check out what high-end automobiles, premium alcoholic beverages, first class hotels are doing with their marketing. 

Not to steal—which is never a good idea—but rather to get a feel for their language, graphics, positioning and how they appeal to their audience. The other important part of the process is taking a break, walking away from the computer, sleeping on it. Let your subconscious work on it a little, you have other chores to do.

Finally, since ideas are useless unless you can successfully convince others of their value, I asked Jay about how he typically presents to a client, how many ideas he shares at once and what he has found to be most effective:

I try never to present more than three [ideas] to a client [at a time], with a recommendation as to the best one. Presenting too many choices to a client is a bad idea. It shows a lack of judgment, is confusing, and leads to the inevitable, “How about taking this part of this headline and adding that part of that headline?” 

I usually like to present what I call “copywriter’s roughs.” Each of these draft versions has a headline, suggested graphic, and occasionally some directional copy. They are rarely close to what an art director can do, but they present each concept in a form the client can understand. It is efficient because it is only after the client has settled on the creative direction that we go to the art director. Therefore the AD does not have to start from zero, since the page is no longer blank, which saves the client time and money.

What's really interesting to me is that while Jay presents ideas that are very well thought-out, he still presents an unfinished idea to his clients.  That gives them the ability to make minor changes and feel some ownership of the idea, while allowing Jay to come up with more ideas in less time (since they don't have to be completely polished for the presentation.)

All You Need Is A Good Idea is a very interesting book and will give you a fascinating insight into how people who think of ideas for a living come up with their best ideas.  (And, will also show you some mistakes that are easy to make.)  

Be sure to check it out... and take a look at Jay's blog while you're at it!

Keeping up with the latest innovation posts.

Guy Kawasaki and Alltop just came out with a very cool widget that shows all the latest posts in the selected categories.

It looks like this:

I just added a slimmer version into the sidebar of getFreshMinds.com, so be sure to take a glance over there when you're finished reading here.

<sigh> It would be perfect if it only it came in green...

Conversational Capital

When people talk about creativity and ideas, they normally talk about "what" and "how".

"This laptop has new features A, B, and C - which is why it's special." 

"That car get better gas millage through it's XYZ special process."

"This idea is so fantastic because we combined the expertise of AB with YZ... and look at the amazing combination that we came up with!"

A lot of times, it seems that we get so caught up in the fancy features of our ideas that we forget a pretty important part of innovation... getting people to actually want it!

For that reason, I'm definitely a fan of a new book called Conversational Capital because instead of just talking about how to get an idea, Conversational Capital focuses on how to make a new idea something people want to talk about.

As much as I'd love to believe amazing ideas will become instant successes all on their own, I know that's not true. 

Great ideas fail all the time, in fact.  And, mediocre or down-right-ridiculous ideas succeed all the time.

Often, the determining factor is that the not-so-amazing idea got people talking about it... and the amazing idea didn't.

So, I love how Conversational Capital talks about designing a new product or service with marketing in mind.  I think this makes a lot of sense: there's no point in investing a lot of time/money in a new idea - only to have to slap some marketing polish on it afterward and hope for good results.

The part that really makes this book helpful is that the authors don't leave us hanging in the dark about how to  make conversations happen.  They share 8 different ways to make an experience extraordinary so that customers want to talk about it.

My three favorites are:

Continuity - Making an effort to be exactly who you say you are.  (So if you saw your airline gives the best flying experience, you do!)  This seems like a "duh" point, but so many companies make empty claims that the companies who actually do what they say stand out.

Tribalism - This is about building passionate communities.  Think Apple, or Harley-Davidson.  Those people really care about a brand, and become proud ambassadors for it.

Relevant Sensory Oddity - About presenting the senses (not just the eyes) with such a unique experience that people want to talk about it.  Like the Volkswagen Beetles' unique shape, or Abercrombie & Fitch's loud, dimly-lit stores.

Not all the conversation-starting suggestions will work for all ideas, but even incorporating one or two of them into your new product or service will make it stand out. 

I like this book because it challenges people to change how they think when they're coming up with ideas.  Most creativity books focus on the idea process, while most marketing books focus only on marketing a new product or service.

Conversational Capital does a good job combining the two.  For that, it's definitely worth reading!

Buy it now on Amazon.

Want to learn more about innovation and creativity? Here's the best resource around!

Finding the best blogs out there is not easy!  Sure, there are some big names that everyone subscribes to: Boing Boing, Lifehacker, TechCrunch, Seth's Blog, and so on.

But how do you find the best blogs in the areas you're really interested in?

After all, not everyone wants to read the exact same thing as everyone else!  (Boring...!)

From my experience, it hasn't been easy!  For the last couple years, I've done blog searches, combed through social bookmarking sites, and checked out bloggers that other bloggers recommend.  It's been a lot of work finding the best bloggers in innovation, creativity, and marketing!

That's why I am completely thrilled with a new website by Guy Kawasaki. 

Called Alltop, it lists the best blogs in almost 150 categories - with subjects ranging from ADHD to Careers to Sales to Yoga. It's a fantastic and easy way to make it easy for people to find blogs in the areas they want to read.  And I love Alltop.com from an innovation standpoint because it solves a very real need.

But most importantly for all of you, they have a brand new innovation category! 

Just put up this week, innovation.alltop.com features the best of the best creativity and innovation bloggers:
Roger von Oech, Gregg Fraley, Paul Sloane, Mitch Ditkoff, Chuck Frey, Jeff De Cagna... and ME!

(That's right, getFreshMinds.com is ranked as a top innovation blog.  And I'm so excited about it!)

Alltop.com is a resource I'd recommend highly even if I weren't in it.  But since I am, you all should definitely go there and check out the other amazing innovation blogs!  There are so many that are worth reading.

Why you need a whack on the side of the head!

I absolutely love books on how to be more creative, especially when they're quirky and fun.  So, I'm really excited that today getFreshMinds is the first stop on the A Whack on the Side of the Head virtual book tour.

But wait, Katie... hasn't that book been out for a while?  Of course!  This is the 25th anniversary addition - that has been updated and packed full of great new information!

So, what do I think?  Flat-out, this is a great book for learning to be creative.  It's full of exercises (which makes it easy to learn from), but it's also written in a light-hearted, engaging manner (which makes it a lot more fun that you'd expect from a book that's supposed to teach you something!) 

Basically, A Whack on the Side of the Head challenges us to look at the way we do things in a different way - while sympathizing that it can be tough! 

My absolute favorite story in the book is where Roger is at dinner with his family, and gets a very abrupt reminder that it's easy to assume things have to be done a certain way:  (I'll share his words with you, because this is absolutely priceless!)

On my son's seventh birthday, our family went out to dinner.  Alex ordered salmon.  When our dinners arrived, he looked at his plate. Next to the salmon lay a wedge of lemon.  "What's this for?" he asked.

I explained to him that it was used to season the fish.  "But you better taste it first," I warned.

A moment later, I heard him exclaim "Yow!  That's the sourest lemon I've ever tasted." 

That's such a great example of how we get stuck in a certain way of thinking, and never even consider that there might be some other way.  (I know I never would have thought, in my wildest dreams, that someone would taste the lemon!)

The book has a ton of great example like that, and a bunch of really good techniques for getting whacked out of your normal thinking.  My favorites are when Roger challenges us to look for the "second right answer" and to ask "what if" questions.

I also love the section where he wrote about how metaphors can help people see a situation in a completely new light simply by changing the way they're looking at it, and then gave a ton of fantastic metaphors to describe "life". 

So, when I was told I could ask Roger some questions, I challenged him to demonstrate how to use metaphors to take a new perspective on a subject.

My question: How is creative thinking like competitive swimming?

Here are two of Roger's answers:

It's good to try a different swimming event away from your specialty; doing this will stretch you. Similarly, taking on a project outside your own "comfort zone" will help you learn some new things.

If you don't train, you get out of shape. If you don't using your creative thinking skills and try new things, they will atrophy and get out of shape as well!

(I'll share the rest in a later post... because I'm planning on using them for a contest.)

In A Whack on the Side of the Head, Roger also says that it's important to look for the opportunities in failures.  So, I asked him to prove it... by telling us a failure of his and how it lead him to something new.

Roger says:

My third book, "Expect the Unexpected or You Won't Find It" was published several days before September 11, 2001. (This book is about the ancient Greek philosopher Heraclitus whom I consider to be the world's first "creativity teacher.") As a result of 9/11, most of the media and promotional stuff for the book got washed away. The few interviews I did do had questions such as: "How does your book relate to Al Qaeda?" and "What should we be doing about anthrax terrorist attacks?"

Post 9/11 was a very strange time. And of course, the world didn't feel like hearing about 2,500 year old creativity ideas. I learned that you can have the greatest idea in the world, but if the timing's not right, there's very little you can do.

So, I picked up the pieces in 2002. I found a new publisher for a soft cover version of the book. In 2003, I created a new card deck with some of Heraclitus' basic ideas (this became the "Innovative Whack Pack").

And I was able to incorporate some of my favorite Heraclitus' ideas and stories in the new 25th Anniversary Edition of "Whack." Things worked out okay, just not the way I had expected. Which is fitting considering the title of the book ("Expect the Unexpected").

Then, finally, I had to ask Roger what whack on the head inspired him to write A Whack on the Side of the Head for the first time?

Roger says:

Back in the early 1980s, most creativity books were pretty straight-forward and didactic. I saw a need in the marketplace for a creative thinking book that was fun, informative, and interactive.

I feel you improve your ability to be creative by doing not by being preached at. Thus, I wanted my book to have a lot of exercises. I also wanted the book to be off-beat and be filled with unusual illustrations. Fortunately, I had a very good relationship with George Willett and he came through with a lot of wonderful drawings.

In addition, when I was writing the first edition back in 1982 I already had five years experience doing creative seminars with companies such as IBM, DuPont, Hewlett-Packard, and Apple. These sessions gave me a pretty good sense of what ideas would work in a book. Also, the seminar participants provided me with many fun and useful anecdotes and stories.

Roger also told me that he hopes this book reaches a new generation of creative thinkers... and I completely agree with him.  I read a lot about creativity, and this book is one of my favorites.  It's a lot of fun to read, it can be absorbed easily in chunks or as a whole, and it give people a lot of ways to improve their creative thinking.  It is definitely worth reading!