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99% Inspiration: Tips, Tales, and Techniques for Liberating Your Business Creativity Paperback – November 26, 1993
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What I liked about this book was the business focus. You can use the techniques to beef up your marketing content. Say, you want to create a new product, come up with a clever product name or find ways to reduce your marketing costs. Use can use several techniques (synectics, creativity dreaming, image streaming…) to accomplish your goal.
Let's say you want to develop the new hottest app for the iPhone. Imagine if you could travel back in time and meet anyone from history. Whom would you choose? Steve Jobs? Bill Gates? Mark Zuckerberg? Another world-wide expert? You name it.
Now, you have twenty min. max to ask the person you chose anything you want. Since you only have time to ask a few questions, what would you ask him or her? Even if you do not get to talk to this person for obvious reason, the process of preparing yourself for this “special meeting” will spark your creativity. As Charles Kettering said, a problem well stated is a problem half-solved. Just remember – you can never fail when you get to the detail.
I recommend this book for anyone who needs to be more creative and innovative, and also for trainers because there is an entire chapter for those who facilitates creativity sessions in organizations.
If the book is Bryan W. Mattimore's 99% Inspiration: Tips, Tales & Techniques for Liberating Your Business Creativity, the answer to my question is yes, it can teach me something. A lot, in fact.
Bryan Mattimore is a creativity consultant. While to me "creativity consulting" conjures images of brainstorming software and "creativity" web sites, Mattimore writes primarily about low-tech creativity-boosting techniques.
My second-favorite technique is called "The Gray Box" and involves having your group ask yes or no questions about the contents of a box until they determine what's in it. What actually was in Mattimore's box might surprise you, after you read the questions and responses.
Mattimore's Idea Hooks (R) concept is nothing short of remarkable (and my favorite technique, by the way). He has developed a way to actually look at the idea "hooks" that led to great inventions and discoveries. This alone was worth the price of the book, which I actually just checked out of the library but intend to buy.
The third technique I really like involves cutting-and-pasting, something I'm very familiar with as a writer. Except this is the kind I did as a kid, not the kind I'm used to now. In the book, marketing execs cut out magazine pictures and compared their product to their favorite things. Sounds kind of hokey here, but in the book, it's fascinating.
I'm a creative person by nature, but 99% Inspiration really helped me think more creatively. Especially if "inspiration" doesn't come easily to you, take a look at 99% Inspiration.