Full-Funnel B2B Marketing Show Episode 13. How to leverage creativity for business growth with Allen Gannet
Apr 1, 2020
22:54
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In this episode you'll learn:
* How can the big data boost your creativity and provide you with fresh ideas?
* What does it mean to be creative?
* What are the benefits B2B marketers&founders can get by teaching themselves being more creative?
* How can you teach yourself to be more creative?
* What does the Creative Curve mean?
* How to hit the sweet spot where people are interested in your product and aren't tired of it?
Notes and learnings.
How to teach yourself to be creative?
2 years ago Allen Gannett wrote a book «The creative curve: How to develop the right idea, at the right time». This book is about how’d you actually nurture creativity, how’d you actually get better in it.
Creativity is the result of hard thoughtful work.
To create something that recognizes creativity, you have to create something that’s the right idea at the right time. It’s not about creating a good idea, but creating the right idea.
Allen extracts 2 points about what drives people to like certain things and dislike other things.
Our brain is constantly assessing the thing for the level of familiarity. because we’re fearful of unfamiliar. Familiarity issues a very important tool of the creative process. you have to create ideas that are familiar enough to feel safe.
Another urge also wired to seek out things that are novel. We also creating something new e.g. new restaurants or from a more evolutionary perspective, you’re creating new sources of food, water, pleasure.
As humans we have the urge to the familiar, but also the urge to the novel. They seemingly have no sense until you realize that our brain is a really elegant way of balancing between risk and reward.
Follow Allan on LinkedIn: https://www.linkedin.com/in/allengannett/
In this episode you'll learn:
* How can the big data boost your creativity and provide you with fresh ideas?
* What does it mean to be creative?
* What are the benefits B2B marketers&founders can get by teaching themselves being more creative?
* How can you teach yourself to be more creative?
* What does the Creative Curve mean?
* How to hit the sweet spot where people are interested in your product and aren't tired of it?
Notes and learnings.
How to teach yourself to be creative?
2 years ago Allen Gannett wrote a book «The creative curve: How to develop the right idea, at the right time». This book is about how’d you actually nurture creativity, how’d you actually get better in it.
Creativity is the result of hard thoughtful work.
To create something that recognizes creativity, you have to create something that’s the right idea at the right time. It’s not about creating a good idea, but creating the right idea.
Allen extracts 2 points about what drives people to like certain things and dislike other things.
Our brain is constantly assessing the thing for the level of familiarity. because we’re fearful of unfamiliar. Familiarity issues a very important tool of the creative process. you have to create ideas that are familiar enough to feel safe.
Another urge also wired to seek out things that are novel. We also creating something new e.g. new restaurants or from a more evolutionary perspective, you’re creating new sources of food, water, pleasure.
As humans we have the urge to the familiar, but also the urge to the novel. They seemingly have no sense until you realize that our brain is a really elegant way of balancing between risk and reward.
Follow Allan on LinkedIn: https://www.linkedin.com/in/allengannett/