A User Guide to the Creative Mind by Dave Birss

By Dave Birss

Creativity is surrounded via such mystique. It appeared so magical to the traditional Greeks that they attributed the instant of thought to muses instead of humans. This booklet exposes creativity as a strategy. It indicates that there are particular steps you must stick with earlier than you'll be struck via that second of artistic genius. It exhibits you ways to get your brain into the correct position to come back up with rules. And it can provide a few strategies that can assist you strategy difficulties in several methods.

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If I see another image of a zebra amongst horses as an analogy of how a company stands out from the crowd, I think I’ll borrow a metaphorical rifle and climb a metaphorical clocktower. TELL THE TRUTH McCann Erickson’s motto is: “Truth Well Told”. Yet most people think advertising is a pack of lies. Prove them wrong. Dramatically. Revolutionary, or what? Most people have a healthy distrust of advertising, so being blatantly honest can have a dramatic effect. Look at the old classic Avis campaign — ‘We’re number two, so we try harder’.

Expand, contract, reduce, enlarge. Blow it all out of proportion. Things feel different when you alter their size. The tiny bottles of booze you get in minibars always make me smile. Especially when I’ve emptied them. And I often find myself attracted to the giant packs of Marlboro cigarettes in airport duty free shops. Even although I don’t smoke. Do the same with the problem. Make a small issue insurmountable. Make a mediocre benefit life-changingly awesome. Or make a complicated thing totally simple.

I also put a couple of these guides up on the web, this one becoming the most popular. I’ve received emails from all over the world thanking me for it. And so — voila! — here it is in all its physical glory. Please don’t get me wrong; this book is not a how-to guide or a shortcut to creativity. Far from it! It started as a bottom-drawer, emergency kit for when you find yourself stuck in a rut. It’s some of the techniques that I use myself when the deadline’s tight and I’m suffering from the dreaded brain- freeze.

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