Before & After : Creative thinking in business

On January 9th I asked blog readers “What do you see?” when you look at this simple shape? (That is, “What do you see, beyond a guitar case?”)

Well, not only have I received dozens of executions from different corners of the globe, this post has become the single most popular page at my fledgling blog.

If you haven’t been there lately, let me suggest that you check out the “What do you see?” page to be inspired by the many ways different people approached this simple creative exercise, as well as the many wonderful images that resulted; from the 3D treatment here, by Ester, to the most recent concepts contributed last week by Edmar and Richard Valbuena, both of the Philippines.

Thanks to all who have joined in as participants and spectators. When I posted this exercise I had no idea how it would be received in a blog about creative thinking in business. Beyond the variety of executions that have shown amazing use of imagination, the curiosity of readers may be the most encouraging sign of open mindedness.

The incident in Boston this week, with those cute little Cartoon Network characters threatening national security, causes me to ask a question: when does creativity go too far?

I’m not sure this instance is a clear case of poor creative judgment around the core idea. 20/20 hindsight certainly tells us the marketing firm hired the wrong morons in Boston to execute their concept (can you hire the right morons?). In a number of other large US cities the same cartoon figures didn’t appear to cause much of a stir. In most cases it seemed more thoughtfulness was used in “product placement.”

As is the focus of this blog, I want to make a distinction between the idea and its execution. I personally think this promotion concept at its core was pretty neat, particularly for this marketer’s target. Executed differently, I believe it could have been quite effective. I suppose, in the spirit of true guerilla marketing, you can’t buy this kind of publicity. But when the execution went overboard that decent creative idea seemed to take the heat.

This whole topic of “going too far” did remind me of an exercise we used to do at my creative camps which we called “toast.” The drill was designed to illustrate exactly what happened here, the consequences of creativity gone bad. (more…)

So far the leading contender for top prize in the coloring inside the lines, guitar case history contest is Marge Simpson on the French Riveria by Sue Sward.

See my “What do you see” post below for contest rules and other fun entires.

I told yuz I wuz offering extra points for color.

(“So now it’s a contest, heh?”)

I used to conduct creative camps back when I first got into the creative coaching field. These camps were more about personal creativity than creative thinking in business, but, the majority of attendees were people from the business world, so I guess it’s okay for me to use one of our camp exercies to make a point at this blog.

This exercise I intermittently called “guitar case history” or “coloring inside the lines.” In the exercise I’d give participants a worksheet and a box of crayons. The worksheet had a dozen guitar case outlines, each at different angles; each with a little number next to it, 1 - 12. The assignment: what do you see in this shape? (See worksheet and various executions below.) (more…)