MSI Blog

Sometimes we try too hard. And in that process, we actually hinder our creativity. Here's a simple formula I've used for years to develop winning marketing ideas, campaigns, headlines, etc.

Step 1. Spend 60-90 minutes tightly focused on reading about, researching, and brainstorming the marketing task at hand. When you feel yourself start to slow down, go to Step 2.

Step 2. Spend 10-15 minutes on something totally unrelated to the marketing task. You might read a magazine article on a topic of interest or do a little internet surfing. Totally shift from your focus on your marketing task and let your mind get into the off-topic information and activity. Just be careful not to get sidetracked!

Step 3. With this rest period finished, get in front of a white board and revert to your original topic. Begin writing all the correlations and connections you can think of between your topic and the off-topic rest activity. Don't judge your thoughts. Do this as quickly as possible.

Two things will happen when you undertake this approach to creativity: 1.) you won't get burned out trying to force creativity, and 2.) you'll discover ideas that won't come to you when you're so tightly focused. Often, the best ideas come from outside your area of focus.

Note: The times I've suggested are starting points. You'll find what works for you, and those timeframes will even change from time to time and subject to subject.

Here's to your marketing success!

Bryan Waldon Pope