Each human carries the vital spark of creativity inside.
That includes all you small business owners and Chief Marketers.
But most companies tend to focus on turning their workers into efficient little task-machines.
This is usually done in the name of cost-control, or efficiency, or multi-tasking, or one of a hundred other masks that stifle the brainpower of everyday people.
Don't buy into the myth that you aren't creative.
It's a lie.
Human = Creative.
You may not be a skilled writer, or a graphic artist, or a wiz with spreadsheets.
These are all skills that can be hired out.
Imagination can't be.
What you need is the proper setting to let the creativity come out.
You need an hour of insight.
We call this the Crystal Hour.
All the other tasks you engage in as Chief Marketer are crucial, but sometimes a bit tedious.
Gathering surveys, working with your Achievers, proofing ads--these are critical jobs, but can be a drag.
The window that lets the wind of inspiration blow into us is the Crystal Hour.
Please build on the following basic suggestions as you pursue your own future study of the Crystal Hour.
Remember, always develop and nurture what works best for you.
What to bring to your Crystal Hour session:
Solitude is much more a state of mind than a location.
You can plop down in the middle of a crowded coffee house or on a train or jet.
Thousands of people can surround you.
For many of us being one among hundreds re-energizes us.
Others need a special spot--a certain quiet room at home or a special place in their yard or on their balcony.
For some the chatter of strangers siphons rather than strengthens their intuitive insight.
We do tend to stay a bit removed from friends and family during our solitude time.
"Alone in a crowd", we aren't expected to engage others actively in conversation or play.
The idea is to draw on whatever environmental sources supply you with energy; in other words, cocoon yourself in the Climate that lets you create the best.
Then, let the ideas flow freely.
Many techniques already exist.
Some people rearrange their notes into a ship-shape outline; others freefall, letting their ideas shake out from their mind and then jotting them down on paper.
Others sketch or doodle as they let the ideas percolate just underneath consciousness.
Some focus and concentrate intensely; while others practice some form of meditation or "mind-emptying" exercise.
It doesn't matter how you achieve the mind-frame that aligns you with your own creativity.
Just find a way, and then get there.
Next, don't be afraid to let the ideas come.
Refine later.
During the first twenty to thirty minutes of your Crystal Hour, permit the ideas and associations to flow in.
Don't scrunch out ideas that seem too wacky.
You can always "uncreate" a bad idea--your Achievers will be glad to help you with this.
But it's completely impossible to lead a marketing department if your own idea bank has zero deposits.
Just let the ideas awaken out of yourself.
And don't worry--at first-- where the ideas fit in the Transit Triangle of Brand/Package/People.
Just take twenty minutes of time devoted to birthing the ideas that you will use to help your company win.
Let these ideas come up from your gut and your heart and your soul and your experience as a consumer.
Write down all the ideas--even the outlandish ones.
Edit later.
Then, take a quick break--five or ten minutes.
Stretch, go to the bathroom, grab a coffee or tea, and walk about a bit.
Free your mind for a few minutes.
Part Two: The Homestretch You now have those ideas down on paper or PDA or computer.
Next you need to arrange and sort your ideas.
Two quick tips: 1.
Use the Transit Concept.
You've probably been doing this already, but if you haven't--there's no time like the present.
Just draw arrows or jot notes when cross-referencing within the Brand-Package-People triangle.
Another technique is to use different colored highlighters for the different sides of the Transit Triangle.
2.
Pareto.
Vilfredo Pareto was an Italian economist who discovered the 80/20 rule.
When you Pareto a problem or situation, you mercilessly look for that 20% of the input that controls 80% of the output.
You look for that 20% of the customers that supply 80% of the profits.
You look at those 20% of products that are generating 80% of the profits.
Start to ask yourself what is most important.
What 20% effort will give us 80% results? Of course, you need some immediate action steps to boost sales, but it's also important to supply vital "long-haul" insights you can graft onto the skeleton of your business.
Part Three: The Wrap Up A couple suggestions as you near the end of the Crystal Hour: 1.
Quickly review your notes.
Don't destroy them--not even the doodles.
Gather the notes and scribbles and bits of paper and stick them in a file.
The ideas that go into the discard pile during your first review may become worthwhile down the road.
2.
Jot down a one page overview of your key marketing ideas.
Don't worry about punctuation and grammar and spelling.
You will edit this overview for presentation later, once you are back at the office.
Get the main two or three ideas on one piece of paper, with sketches if need be.
You'll build from this later.
3.
Take just five minutes to relax.
This part's for you, not for the company or the cause.
How often do you get five minutes away from the kids or the class or the spouse or the company? Just take five, enjoy the rest of your drink and the sense of a job well done.
Imagination in the Chief Marketer is a secret weapon and a valuable asset.
Unfortunately, most companies don't use it, but yours can.
Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.
© 2006 Marketing Hawks
That includes all you small business owners and Chief Marketers.
But most companies tend to focus on turning their workers into efficient little task-machines.
This is usually done in the name of cost-control, or efficiency, or multi-tasking, or one of a hundred other masks that stifle the brainpower of everyday people.
Don't buy into the myth that you aren't creative.
It's a lie.
Human = Creative.
You may not be a skilled writer, or a graphic artist, or a wiz with spreadsheets.
These are all skills that can be hired out.
Imagination can't be.
What you need is the proper setting to let the creativity come out.
You need an hour of insight.
We call this the Crystal Hour.
All the other tasks you engage in as Chief Marketer are crucial, but sometimes a bit tedious.
Gathering surveys, working with your Achievers, proofing ads--these are critical jobs, but can be a drag.
The window that lets the wind of inspiration blow into us is the Crystal Hour.
Please build on the following basic suggestions as you pursue your own future study of the Crystal Hour.
Remember, always develop and nurture what works best for you.
What to bring to your Crystal Hour session:
- Current background material: meeting notes or customer surveys
- Other material; possibly from the Marketing Vault
- Notes you took from any sessions with Achievers
- Whatever you like to write on best: PDA, Spiral Notebook, Laptop, Big Chief Notebook, whatever.
Just make sure it is comfortable. - Relaxed attitude--leave the deadlines behind
Solitude is much more a state of mind than a location.
You can plop down in the middle of a crowded coffee house or on a train or jet.
Thousands of people can surround you.
For many of us being one among hundreds re-energizes us.
Others need a special spot--a certain quiet room at home or a special place in their yard or on their balcony.
For some the chatter of strangers siphons rather than strengthens their intuitive insight.
We do tend to stay a bit removed from friends and family during our solitude time.
"Alone in a crowd", we aren't expected to engage others actively in conversation or play.
The idea is to draw on whatever environmental sources supply you with energy; in other words, cocoon yourself in the Climate that lets you create the best.
Then, let the ideas flow freely.
Many techniques already exist.
Some people rearrange their notes into a ship-shape outline; others freefall, letting their ideas shake out from their mind and then jotting them down on paper.
Others sketch or doodle as they let the ideas percolate just underneath consciousness.
Some focus and concentrate intensely; while others practice some form of meditation or "mind-emptying" exercise.
It doesn't matter how you achieve the mind-frame that aligns you with your own creativity.
Just find a way, and then get there.
Next, don't be afraid to let the ideas come.
Refine later.
During the first twenty to thirty minutes of your Crystal Hour, permit the ideas and associations to flow in.
Don't scrunch out ideas that seem too wacky.
You can always "uncreate" a bad idea--your Achievers will be glad to help you with this.
But it's completely impossible to lead a marketing department if your own idea bank has zero deposits.
Just let the ideas awaken out of yourself.
And don't worry--at first-- where the ideas fit in the Transit Triangle of Brand/Package/People.
Just take twenty minutes of time devoted to birthing the ideas that you will use to help your company win.
Let these ideas come up from your gut and your heart and your soul and your experience as a consumer.
Write down all the ideas--even the outlandish ones.
Edit later.
Then, take a quick break--five or ten minutes.
Stretch, go to the bathroom, grab a coffee or tea, and walk about a bit.
Free your mind for a few minutes.
Part Two: The Homestretch You now have those ideas down on paper or PDA or computer.
Next you need to arrange and sort your ideas.
Two quick tips: 1.
Use the Transit Concept.
You've probably been doing this already, but if you haven't--there's no time like the present.
Just draw arrows or jot notes when cross-referencing within the Brand-Package-People triangle.
Another technique is to use different colored highlighters for the different sides of the Transit Triangle.
2.
Pareto.
Vilfredo Pareto was an Italian economist who discovered the 80/20 rule.
When you Pareto a problem or situation, you mercilessly look for that 20% of the input that controls 80% of the output.
You look for that 20% of the customers that supply 80% of the profits.
You look at those 20% of products that are generating 80% of the profits.
Start to ask yourself what is most important.
What 20% effort will give us 80% results? Of course, you need some immediate action steps to boost sales, but it's also important to supply vital "long-haul" insights you can graft onto the skeleton of your business.
Part Three: The Wrap Up A couple suggestions as you near the end of the Crystal Hour: 1.
Quickly review your notes.
Don't destroy them--not even the doodles.
Gather the notes and scribbles and bits of paper and stick them in a file.
The ideas that go into the discard pile during your first review may become worthwhile down the road.
2.
Jot down a one page overview of your key marketing ideas.
Don't worry about punctuation and grammar and spelling.
You will edit this overview for presentation later, once you are back at the office.
Get the main two or three ideas on one piece of paper, with sketches if need be.
You'll build from this later.
3.
Take just five minutes to relax.
This part's for you, not for the company or the cause.
How often do you get five minutes away from the kids or the class or the spouse or the company? Just take five, enjoy the rest of your drink and the sense of a job well done.
Imagination in the Chief Marketer is a secret weapon and a valuable asset.
Unfortunately, most companies don't use it, but yours can.
Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.
© 2006 Marketing Hawks
SHARE
