【广告策划奥美】Creative Problem Solving.ppt

Creative Problem Solving,Creative,Creative is the thought process which goes beyond existing structures,patterns,ideas and realities and results in the production of ideas that are new and challenging and inevitably disruptive to the pre-eminence of existing ideas.Professor Judith Robinson ValdezThe Study and Development of Creative Thinking 1987,Key Mechanisms,Opening up Divergent thinkingClosing downConvergent thinking,Defer judgmentThink of as many ideas as you canBe receptive to all ideasLook for ways to modify or otherwise combine ideasAll ideas to incubate Be systematicClarify and make known your evaluation criteriaAvoid premature closure on dataBe realistic about your problemAvoid killer instruct in evaluating dataDont lose sight of where you are going,FocusChallengeSearchHarvestEvaluate SolutionforFrontAlternativesRunners,?,Patterning,The system pushes uswe must break the patternsThe right answer-The second and the third right answerThats not logical-it doesnt have to beFollow the rules-Challenge the rulesBe practical-be a magicianAvoid ambiguity-use ambiguity as a development toolTo err is wrong-failure creates opportunitiesPlay is frivolous-play is essentialThats not my area-what can I learn by analogyDont be foolish-challenge group thinkIm not creative-Im creative if I think I am,Where do People Find Most of Their Ideas,Sitting on toiletShowering or shavingTraveling to workDuring a boring meetingDuring leisure readingWhile exercisingOn waking in middle of nightWhile in churchWhile performing manual labor,Type of Solution,“Previous Problems”,What We NeedToKnow,What We CanOnlyGuess,What We Know Now,What We Could Know Now,“NewProblem”,More ofthe same,More andBetter,More andBetter,SomethingDifferent,Moving The Window of Our Experience,“Previous Problems”,What We NeedToKnow,What We CanOnlyGuess,What We Know Now,What We Could Know Now,“NewProblem”,Types of Problems,Opportunity:A chance to do think better or differently.You Know where you want to be.it is now a question of working out how to get there.An opportunity is also called a clear brief.Difficulty:You know what needs to be done but the execution is demanding,exacting or intricate.Usually involves the chance of upsetting people,including yourself.,Dilemma:You seem to have to choose either one way or another,neither of which is likely to get you to where you really want to beMess:A series of interconnected problems that you dont fully understand.There are probably many right answers but you need to unravel complexities and uncertaintiesMystery:Unexplained and often ambiguous deviations from what you expected.you dont know why,What Is TheProblem?,Have we comeacross the sameproblem before?,What are thesuccess criteriafor the solution,Have we comeacross a similarproblem before?,What are theconstraints?,What data dowe have andwhere are thegaps?,How Are WeGoing toApproach TheSolution?,What sort ofblockbustinghelp do we need?,How many alternativesolutions are we goingto look for?,Who blocks arewe likely to hit?,How long will we allow for incubation?,Can weredefine theproblem?,Is This APotentialSolution?,How can weimprove it?,does it meet thesuccess criteria?,What parts ofthe problem doesit solve and notyet solve?,Does it meet theconstraints?,Does it holdtogether?,Which IsThe RightSolution?,Can it beimplementedeasily?,Can it bemeasured easily?,Is iteffective?,Is itefficient?,Does it give usan edge?,Better Questions,The greater the degree of turbulence and change,the more we need to rely on a process of better questions and less on experience available for the answers.If we did not do this already,would we go into it now knowing what we now know?If no then what do we do now?Is there anything you might expect me to know already and which therefore you havent told me,Reframing,Stating a problem in a different way by using terms that are more convenient for your own understandingReframe 1Rephrasing the problem in your own words so you can get it organized in your mindReframe 2putting the problem in words you can work withReframe 3Making the problem come to youReframe 4Making the strange familiar,Reframing,I want to persuade my client to accept our proposalsHow to persuade my client to accept our proposalHow to win her confidenceHow to show her what is better about the new approachHow to arouse her enthusiasmHow to find the right bait to hook her interestHow to reduce her fears of changehow to break down her resistanceETC.ETCSome feel that“How to(H2)”as an approach points too much at one right answer and prefer to reframe with“In what ways might we”(IWWMW),Wishing,Is important as the first stepAllows for expansive thinkingAvoids the needs to defend,by passing the self censorAllows bits&pieces of ideas to be voicedHelp guard against evaluationIncreases level of speculationInvites further thinking,Why Chaining at Toyota,Broken down machine,1.Why has the machine stopped/A fuse blew because of an overload.2.Why was there an overload?There wasnt enough lubrication for the bearings3.Why wasnt there enough lubrication?The pump wasnt pumping enough4.Why wasnt enough lubrication being pumped?The pump shaft was vibrating as a result of abrasion5.Why was there abrasion?There was no filter,which allowed chips of material to get into the pump,Install a filter,Why Chaining at Ogilvy&Mather,1.Why?There are too many“got a minute”s in my day2.Why?I have an open door policy3.Why?I want my people to have my input when there is a crisis4.Why?We work as a team and Im the most experienced5.Why?Teamwork and sharing make O&M productive,Never enough time to complete to do list,Plan for interruptions in your to do list and time management and feel good when your people ask for your opinion,Think of Ways to Improve A portable Radio,Think of waysThink of ways toto improveimprove somethingsomethingportable,Make it larger Put wheels on itPolish it Make it easy to pick upAdd more features Remove features of partsUse more expensive parts Have lots of pockets for accessoriesMake it smaller Simplify its operationMake it more flexible Make it easy to store,StainlessSteel,Addspotlight,A rubber radiothat bends,Add storagecompartmentsfor extrabatteries,Attribute Assocation Chains,List all major problem components and their subcomponentsRead one of the subcomponents and write down the first word that pops into your mindUse this work association as a stimulus-4 chain associationsUse word associations as stimuli and generate ideas,Two Word Method,List alternative word meanings for 2 key words in problem statementExamine combinations of two words,one word from each listuse combinations to suggest ideas,Fish Bones,Building The Brand,IdeasConcepts DirectionsFocus*Meter the water*Increased efficiency of use*Charge for water us*Less wastage*Raise charge for use*Discourage use*Water only at certain times*Education*Put a harmless bad small in it*Restrict use for gardens*Publish names of heavy users*Threaten to ration etc.etc.*New sources*Recycling*Less wastage from sources*Stop water using process*Substitute other substances*Avoid need to use water,Reduceconsumption,Increasesupply,Do without,Coping witha watershortage,Building The Brand,IdeasConcepts DirectionsFocus,More frequentpurchase,Buy more perpurchase occasion,Take fromcompetitive brands,Recruit new userto market,Increaseusage,Increaseusers,Increase Brandsales,IWWMW improve a refrigeratorWrite Down All MajorReverse Each Problem AssumptionsAssumptionKeeps food cold*Heats food Build in a small microwave ovenOpening door lets out*Opening door helps Opening door triggers acold air retain cold air inside boost cold air until door closedRequires electricity*Requires no electricity Make it battery poweredCapable of freezing most*Frozen food always Install a timedautomaticfoods melts in a freezer defroster,Assumption Reversal,Six Thinking Masks,WhiteNeutral,information,facts&figureswithout commentBlackNegative,logical,why it wont workwhy it cant be done,why it does notfit patterns of experienceYellowPositive,speculative,why it might work,what is hoped for,what the benefits might be,RedPure emotion without any need to explain or justify.A plain surfacingof current feeling on the matterGreenFertile,generative and creative,playful,new ideas,suggestions&provocationsBlueOverview,to control the use of other colors and to act as an organiser of the thinking itself.process.,&,In the beginning was the ideaIdea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What frame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics 冷漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New packaging-New flavours-New advertising,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution*Leapfrog competition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example Statistics/Facts,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.,Slow Build to a Grand Finale,Intro,Background,Slow Build to a Grand Finale,Strategy,Slow Build to a Grand Finale,Rationale,Slow Build to a Grand Finale,Idea,Slow Build to a Grand Finale,AnyQuestions?,Slow Build to a Grand Finale,Here It Is and We Are Excited,Intro,Idea,Here It Is and We Are Excited,How we got there?,Here It Is and We Are Excited,Why its right?,Here It Is and We Are Excited,Any Questions?,Here It Is and We Are Excited,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three exposures to the main message,Planning Cycle Format,Matching Your Communication Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some will feel excluded.,How to Develop Trust,Exercise:Paperclips Revisited,Five Step Model,Act,Adopt,Present,Prepare,Plan,You can never bore someone into buying your idea,Five Step Model,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,People are More Likely to Listen to Someone who:,They respect and trust.Is enthusias