Creativity Category
Got a Big Head? You might be Stupid.
The British philosopher Bertrand Russell once wrote: “The trouble with the world is that the stupid are cocksure and the intelligent are full of doubt.” Once again, Bert was prophetic.
Justin Kruger and David Dunning from the Department of Psychology at Cornell University tested subjects about humor, logical reasoning, and English grammar. One of the key findings confirmed that “Incompetent individuals, compared with their more competent peers, will dramatically overestimate their ability.” The reason, in part, is that the low performers, in general, don’t have the skills or knowledge to recognize superior performance, and thus their own deficiencies.
In his post on the subject, blogger Allan Bellows compares the syndrome to Adams’ Dilbert Principle, which tells us that the most ineffective workers are systematically promoted.
The moral of the story: Beware of blustery, self-described mavens and experts, and find out what the quiet neurotic have on their minds.
Punch a Placebo Button. Feel Better.
Our brains don’t like randomness, so we like to connect our actions to a result, like pressing an elevator’s close button. Feel that surge of power when the doors shut? It’s all bunk. Since the American Disabilities Act, almost all elevator close buttons have been disabled. These placebo buttons are everywhere. Crosswalk buttons don’t work, either. And there’s a good chance your office thermostat is a fake, too. A survey by Air Conditioning and Refrigeration news in 2003 reported that 72 percent of respondents admitted to installing dummy thermostats. But don’t knock placebos. They make us feel better, and sooner or later one will actually work.
Head Banging: Listen to Your Characters
In Stephen King’s “On Writing,” the novelist compares writers who map out the plot points of their books to those who observe and follow their characters. Plot points lead to more predictable results, King observes. But breakthroughs happen when you follow your characters or ideas.
This is a common problem for planners and creative alike. We pressure ourselves to develop strategies based on data and insights. But creative brilliance or abject failure comes from following ideas and their development. The solution is the willingness to set strategy aside, and be willing to fail over and over before you succeed. And that’s a test of real character.
Outdated Writing Rules Stink Like Moldy Meatloaf
In third grade,
I vaguely remember congealing meatloaf lunches from the cafeteria, or the coolest toy at show and tell. But I do remember when my teacher scratched “because” on the blackboard. And I’ve never forgotten what she said: Never begin a sentence with “because.”
I’m sorry, Mrs. Meyer. You can most certainly start a sentence with “because,” or any conjunction for that matter. Why? Because grammar and writing exist in this constantly morphing and imperfect world. Rules are meant to be broken. Words are meant to be shortened. And archaic writing styles are destined to be at the forefront of a writer’s revolution.
Writers Break Rules. Associated Press Adopts Them.
Although starting a sentence with a conjunction has been perfectly acceptable for as long as I can remember, some things haven’t.
The most commonly used reference for journalists around the world is Associated Press (AP) style. It’s not law, but it keeps newspapers consistent, and it dictates how punctuation and words are treated. For example, AP style shortens New Jersey to “N.J.” in stories, but never Ohio.
Here’s a look at how AP style has changed recently:
- Smart phone and cell phone are now smartphone and cellphone. (Microsoft Word still disagrees, apparently.)
- E-mail is now email. (Finally!)
- Web site is now website. (We danced around the office for this one. Well, maybe just me.)
As a writer, I consider rules to be bent, pushed and manipulated. But I’ll never forget Mrs. Meyer. E-mail, on the other hand, can take a hike. I never liked that hyphen anyway.
Bad Brand Strategy Spoils Creative
We view brand strategy as the guidance system of the brand. When smartly researched and articulated, it can transform companies. It’s also the key reason creative work, from social media and web site development to advertising and web marketing goes haywire. Give creative teams garbage, they’ll give it right back to you in crazy ways you never dreamed of.
Here are the elements of a smart strategy:
1. A worthy objective. Ideally it’s attached to a metric. For example: increase sales 20% for BillyBob’s Bar Stools.
2. A clear definition of a single marketing problem that’s standing between your product, and achieving the objective. For example, Billy Bob’s Bar Stools are more expensive than the competition, and Bar Owners won’t to pay the difference.
3. Definition of your target audience. Be as specific as possible: For example, upscale bar owners and restaurant owners that serve microbrews.
4. A single sentence that states your argument. For example, Marketing will convince Bar Owners that Billy Bob’s Bar Stools are a better investment, because they last twice as long as the competition.
5. A convincing and true claim that supports your marketing promise. Billy Bob’s Bar Stools last longer, because they’re manufactured from construction grade steel.Finally, what does your brand sound like? Does Billy Bob sound like a private club, a college bar, or a neighborhood watering hole.
6. Strategy shouldn’t sound sexy, or like advertising. The goal is to present a clear argument for building your brand. As John Lyons said in his book, <i>Guts</i>, Strategy is a well thought out plan to murder the competition.”
With smart strategy, everybody’s happy. Creatives get the input they need. And you, as a marketing manager, will have a benchmark evaluating your agency’s work.