Creativity as noticing and doubling down

Our very special guest today is Angus Fletcher, professor of story science at Ohio State’s Project Narrative. His research has been called “life-changing” by Brené Brown and “mind blowing” by Malcolm Gladwell; has been endorsed by psychologists, neuroscientists, and doctors such as Martin Seligman and Antonio Damasio; and has been supported by institutions ranging from the National Science Foundation to the Academy of Motion Picture Arts and Sciences. In 2023, he was awarded the Commendation Medal by the U.S. Army for his “groundbreaking research” with U.S. Army Special Operations into primal intelligence. His latest book is called Primal Intelligence: You Are Smarter Than You Know. There are very few books or writers who have affected me as much as Angus and this book have. In the few weeks since I have read it, my coaching has changed. My thoughts about intuition, imagination and emotion have changed. I’ve watched close to 20 videos featuring Angus on youtube… and I don’t typically ever watch that many videos about one person. Dr. Fletcher says that as humans, we think in story, not in words or pictures. He has plenty of research and street cred to back this up. Hollywood studios consult with him regularly. In addition to everything else, he’s a screenwriter, and a very compelling author. I could go on and on but that wouldn’t leave much time for us to talk, would it? So I will start with something familiar, and soon you will discover how mind-blowingly different some of Angus’s groundbreaking ideas are. But first, the amazingly familiar part… Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. 1. A lot of people in the direct marketing community have felt boxed-in by the conventional wisdom that the only true kind of story is a hero’s journey. I believe you have a very different point of view about stories, that includes that anatomy of the brain. Could you tell us about it? 2. Let’s talk about primal intelligence. When I first found out about your book and before I read it, my guess about primal intelligence was, well, pretty primal. Lizard brain stuff. That is, the animal description that you either mate with something, or you kill it, or you eat it. You have a different and I think much more sophisticated and I would say much more useful definition of primal intelligence and it has to do with four qualities of thinking that have nothing to do with logic. Could you talk about that? 3. Our listeners are copywriters and business owners who use direct response copy in their businesses. Pragmatic creativity is high on the list of capabilities people always want to increase. Could you share your thoughts on what creativity is, from the point of view of primal intelligence? And how to increase our abilities to be creative? 4. In your book there’s a surprisingly long list of people, including politicians, scientists and even a famous classical composer, as well as writers, who have mentioned Shakespeare as a major influence in their lives. What is it about Shakespeare’s work that is so valuable to all these people? 5. Can you give us some more tips about using stories in our content and advertising that will capture people’s attention and help us with our businesses? 6. Tell us about your work with Army special operators? 7. Would you like to give us a preview of the book Primal Intelligence? Links: Primal Intelligence https://www.amazon.com/Primal-Intelligence-Smarter-Than-Know/dp/0593715306 Angus’s LinkedIn Address https://www.linkedin.com/in/angus-fletcher-99713617/
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