In the ever-evolving business landscape, stagnation is a death sentence. The key to survival and growth lies in constant innovation, fresh perspectives, unique products, engaging presentations, and inventive advertising strategies. In essence, it requires a healthy dose of creativity. But how can one tap into this wellspring of innovation, especially when operating on a tight budget? The answer lies within us - our brain!
The human brain, with its 10 billion neurons, each capable of making connections to the number of 1 with 28 zeros after it, is a marvel of nature. This vast network of connections, formed through electro-chemical processes, is virtually limitless. Regular thought patterns form channels in the mind, akin to a path formed through frequent pedestrian traffic across a field. While this helps us make quick decisions in our daily lives, it can also lead to a rut in our thinking, stifling creativity.
However, the good news is that you don't need to be a genius to break free from this rut and start thinking "outside the box". All you need is to stimulate your brain by associating unrelated subjects together and observing the reactions that emerge from this fusion.
Let's illustrate this with an exercise. Suppose you need fresh ideas for an advertising campaign. Choose a random word, for instance, "FROG". Now, jot down everything that comes to mind related to frogs: green, slimy, jump, legs, leap, croak, tadpoles, metamorphosis, reeds, water, bull, tree, wide-mouth, eyes, smell, slippery, cold, Kermit, spawn, eggs, jelly.
You can further explore one of these words. For instance, "legs" could lead to long, jointed, tasty, delicacy, spring, fold. Mind Mapping is an excellent tool for this kind of exercise. You can learn more about it in the Mind Mapping Handbook.
Now, apply these words to your advertising subject. If you're selling software, you could come up with phrases like "Leapfrog your business with...", "Jump ahead of the competition with...", "Blow your competition out of the water with...", "Spring load your business using...", "STOP business slipping through your fingers with this!". Keep generating phrases, then narrow them down to the best ones and start testing them.
The same approach can be applied to web design. Choose another random word, like "SOAP", and list everything related to it: flakes, scent, pink, white, marble, skin, bubbles, soft, round, square, gentle, perfume, liquid, toilet, bathroom, sink, bottle, creamy, model, block, water, wash, towel, bar.
These words can inspire ideas for texture, color, shape, and even navigation bars. For instance, bubbles could be used for links, with different sizes indicating the importance of the link. A picture of a model could present a feature of the site, or a liquid dispenser bottle could be used in a graphic.
By applying this method, you could come up with a unique, attractive design for your website or any other project. This is not a far-fetched idea. Big companies with million-dollar advertising budgets use similar creative thinking techniques. You can learn more about business creativity and creativity in advertising in the book Jump Start Your Brain.
So, why not follow in the footsteps of these successful companies and engage in some creative thinking yourself? You'll be amazed at the impact it can have on your business!
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