Ramblings on Creativity

The Iowa Creativity Summit is coming up March 1st with Matthew E. May. I decided this would be a great time to write a blog post with my thoughts on creativity.


The toughest job for a designer isn't the designing. It's the creativity. Designers don't just make pretty shapes on a page, but are responsible for unique ideas that quickly send a clear message to the correct demographic. This small fact is what most people don't understand about what a designer does.

Throughout our past projects I have worked with different leadership personalities. I have seen what creative environments look like and what non-creative environments looks like. Hundreds of leaders want their staff to be more creative, but the majority of their efforts don't accomplish anything. The harder they try to force a creative atmosphere, the worse things get. It reminds me of Princess Leia's quote to Governor Tarkin in the first Star Wars film. "The more you tighten your grip Tarkin, the more star systems will slip through your fingers."

Creativity isn't achieved by committees, incentives or threats. Those things actually stifle creativity. Creativity comes about on it's own accord, and it comes when the mind is able to freely think and wander. As pressure increases, creativity decreases.

I'm sure you've experienced this. Only after taking a break from a difficult problem and distracting yourself does something pop into your head! Chances are, this is also the same way your best ideas have come to you, without process and without provocation. Wouldn't it be great if your company atmosphere allowed this type of thinking?

Sadly, I have noticed that a shocking amount of leaders don't actually want creativity at all. Allowing a creative atmosphere means loss of control. Allowing a creative atmosphere means failure. Allowing a creative atmosphere means the great ideas aren't yours. They don't want to allow this kind of environment. The may say they do and they may offer incentive programs. Heck, they may even bring in creativity experts, but I'm telling you, they don't want creativity, they want the results of it.

Are you trying to make a creative environment? If so, stop trying to make one — step back, and allow one.

To learn more about the Iowa Creativity Summit, go to: http://www.iowacreativitysummit.com
To learn more about Matthew E. May, go to: http://www.matthewemay.com

Consumer Bias Does Change Reality

The last few months I've been working on a presentation for a marketing conference coming up, but my findings are so interesting, I figured it would be fun to give you a sneak peak.

Our brains have been slowly trained to recognize daily patterns and generate biases. We avoid environments, stereotype those around us and convince ourselves of outcomes without requiring additional information.

The word bias comes with a negative connotation, but biases aren't necessarily bad; they are an outward demonstration of our brains high level of efficiency. To operate on less energy than a night light, our brain relies on its unique ability to fill in blanks and predict outcomes based on minuscule observations. We can save time, money, and maybe even our life, but there is a little known fact: these biases can change reality.

In his book, How We Decide, Jonah Lehrer mentions a wine experiment done at Caltech. Recently he wrote a blog about this experiment but also tied it into how individuals perceive art. This read is a must for communicators and can be found here.

My Summary: In both studies, participants anticipation of specific outcome determined their true experience. When a cheap wine was labeled as more expensive, they tasted a better wine. When they were told a fake painting was a genuine Rembrandt, they appreciated it as a Rembrandt. Scientists assumed pride was to blame, but the research points to a different conclusion: Their brain was actually experiencing better wine and better art! Preconceived bias is STRONG!

What does this mean for the modern communicator?
You know great design makes your business look professional and polished, but it doesn't stop there. Design (whether video, interior or graphical) is the only resource you have that can set the stage for a positive customer experience. Preparing your prospect for a great experience will likely result in them finding it. Preparing them for a mediocre experience will do the same. 

As a communicator you need to shift your focus from "what message do I want to send" to "what experience do I want my customer to have."  If the anticipation you build matches the true experience, this is the perfect recipe for a cult-like following.

To read Jonah's post go here: http://www.wired.com/wiredscience/2011/12/how-does-the-brain-perceive-art/


To buy How We Decide go here: http://www.amazon.com/How-We-Decide-Jonah-Lehrer/dp/0618620117/ref=tmm_hrd_title_0


To hire me for this presentation, email us.

Fresh Eyes: How To Get the Right Feedback

We all know fresh eyes are important, but what is the best strategy to get good feedback? Here are 3 common challenges I see when marketing teams get feedback and how to avoid them.


….
Fooling the Focus Group
What better way to determine how your customers will react to a campaign than to…. uh, ask them, right? Focus Groups can easily lead you astray, however. Here's the problem: your focus group is in a controlled environment where individuals are consciously examining their own feelings. This discredits their feedback. If you must do a focus group, a better idea would be to usher them in a waiting room, where your ad appears in a magazine, or pops onto the a TV as a commercial. The focus group time can be used to see who recalled the ad, and why. (This is also more fun)


Anonymity Works
When getting feedback from other employees or customers everyones ego has potential to get over-inflated. Try giving everyone a piece of paper to write their feedback. 

• This removes fear of being wrong. In this way, people will be free to share less favorable opinions.
• This removes ego. Because no one is credited with having an intelligent answer, they will only write down true opinions.
• This removes pressure. Removing the pressure to respond, means you only get opinions that people view as priority.

Avoid Blame
Don't tell them who designed the ad or piece. Their opinion of the person will play into their feedback, especially if they have a competitive relationship with that individual.


Ask the Right Questions
Don't lead the witness, no matter how tempting. It might be tempting to ask, "I think this blue is wrong, what do you think?" Also, avoid questions like, "What is wrong with this ad?" This puts your participant in the wrong mindset, and even if there isn't anything wrong, they will find it. If you want true and honest feedback, ask questions like, "Is this item inexpensive or pricey?" "Is this company a ma & pa shop or a fortune 500 company?" "Is this product for young people or older people?" Etc.

….


When the data is collected, remember to ask the the right questions as well. Don't look only at answers, but why individuals answered a specific way. Make sure you know the exact wording of all questions asked as well, sometimes phrasing can mean different things to different people. It's helpful to get an audio recording of question responses, so you can hear the way people answer. 


Oh, and one last thing. Remember that your personal bias will likely play into how you interpret the data. Make sure you have your priorities straight, and check your own ego at the door.

The Paper Book Fights Back! (and takes ground)

I have had numerous discussions regarding new e-marketing strategies, and how printing will eventually be replaced by the mobile phone and computer screen. I completely understand this makes logical sense, after all, why would anyone print a brochure when their customer has the capability to pull up the same information on their phone or computer screen?

Just last month, I discussed yet another example of what appears to be a struggling print story: the magazine industry. They are losing dollars and subscribers in their printed subscriptions, albeit because of their own silly decisions. They are finally making the transition to digital models available on the iPad and many other tablets. It does look as if print is losing ground. Despite the efficiency of digital magazine subscriptions, last month I argued, yet again, in favor of print.

"I agree that publishing is changing forever, but premium paper content has a future. It's successful future depends on publishers ability to focus on what digital distribution cannot do: offer a tactile experience. Would you be more likely to buy a thick 100% cotton embossed cover magazine that has less or perhaps no ads? Probably. I can see thousands of people proudly displaying these designer magazines on coffee tables and giving them as gifts to friends."

I reason, to save the printed magazine publishers need to increase the quality of the content, and increase the quality of the paper and print techniques. This was posted only about a month ago so I haven't seen any magazine publisher actually do this, but book publishers seem to agree! Below, is an excerpt from a New York Times article I read yesterday by Julie Bosman.

"Even as more readers switch to the convenience of e-books, publishers are giving old-fashioned print books a makeover. Many new releases have design elements usually reserved for special occasions — deckle edges, colored endpapers, high-quality paper and exquisite jackets that push the creative boundaries of bookmaking. If e-books are about ease and expedience, the publishers reason, then print books need to be about physical beauty and the pleasures of owning, not just reading." ~Bosman

Julie sums it up beautifully. If there is one thing Dan Ariely has taught us, it's that people aren't rational. They don't make decisions based on efficiency or logic. People tend to make decisions favoring experience. For this reason we favor scenic routes, high calorie meals and beautiful print! I'm not arguing eReaders are going to go away, I am simply arguing that high quality print will always have a place in our heart, and maybe more-so with the e-revolution. As common office use transitions to eReader or iPad, print's value will be much higher.

Naturally, I am optimistic about the future of high quality print. Time will tell if this actually sticks, but so far, consumers seem to agree. I will end with another quote from the NYT article:

"There are indications that an exquisitely designed hardcover book can keep print sales high and cut into e-book sales. For instance, '1Q84' has sold 95,000 copies in hardcover and 28,000 in e-book — an inversion of the typical sales pattern of new fiction at Knopf. Scribner, an imprint of Simon & Schuster, published '11/22/63.'" ~Bosman 

The article referenced is from nytimes.com and was published December 3rd. The article can be found at:
 http://www.nytimes.com/2011/12/04/books/publishers-gild-books-with-special-effects-to-compete-with-e-books.html


Julie Bosman works for the New York Times. Here are more articles she wrote.
http://topics.nytimes.com/topics/reference/timestopics/people/b/julie_bosman/index.html?inline=nyt-per

Image used from NewYorkTimes.com:
http://graphics8.nytimes.com/images/2011/12/04/business/04publish/publish-articleInline.jpg

Why Follow a trend and neglect your brand?

During a recent dinner experience with my wife we had a bit of a surprise. At first, everything was as it should be. The ambiance, attention to detail and bustling activity of the dining room were harmoniously woven together. Our hostess was even wearing this adorable French knit beret as she brought us to our table. As we were seated we experienced our surprise, an iPad Wine List!

I love my own iPad and use it daily, but this rubbed me the wrong way. Here we are in a french inspired restaurant set inside a beautifully renovated historic building. The lights are dim, the music is perfect and this iPad glows brightly, piercing the atmosphere in every direction. It fit into our dining experience about as well as Liquid Tension Experiment leading a Hymn at a retirement center church service.

Using the iPad was bulky and awkward, not to mention the substantial room it took up on our table with it's monstrous leather case. (I had to place it on a seat next to me.) Adding to my confusion was overhearing our server at the next table explaining the drastic increase in the time it took for the iPad wine list to make it's way around the table. Why not stick with something everyone is used to?

There is nothing wrong with the iPad, and there was certainly nothing wrong with this restaurant. (It's one of my favorites in Des Moines). There was certainly something wrong with the atmospheric conflict the iPad introduced. It simply did not fit the brand. The restaurant was seemingly trying to fix what wasn't broken in the first place.

There is a good chance you have experienced the same problem. Designers, communicators and marketers tend to gravitate to a hot trend to get noticed but fail to accomplish the original goal completely. Great design doesn't draw attention to itself, but to the solution. Here is my question to you: Are there any iPad variables that are throwing off your communications strategy or hurting your brand?

It's The Little Things...

Since Howard Schultz founded Starbucks Corporation in 1987 his goal was to give customers (and employees) a great experience in his stores. When he reclaimed the CEO position in 2008 he made it clear that he would once again return the companies focus back to customer experience. Experience is the fundamental difference between great businesses and mediocre ones. Upon his return, here are a few interesting quotes:

"We spent time on efficiency rather than the experience. We never wanted to be transaction driven." […]  "We must maintain a value proposition to our customers as well as differentiate the Starbucks Experience. That is the key."

Great design plays a critical role in customer experience. You may not comment on, or discuss with your friends how great the design is, but it IS one critical aspect that keeps you returning time after time. We are sensitive, and whether we consciously notice it or not, the little things that make up the full experience are important to us. Here are a few little things Starbucks has done to make the experience exciting for their customers:

• Great Packaging (pictured): Have you ever purchased something to-go at Starbucks? They could put your product in a generic to-go box like everyone else, but they opted to spend more money on experience. The packaging is satisfying and creates positive anticipation for the product. 
• Positive Apologies (pictured): Like any other company, Starbucks knows they will mess up every once in a while. When they do, they are prepared. Despite their quick e-feedback when I reported a negative experience they sent a neat letter with three impressively designed drink vouchers. 
• Gift Cards that feel like gifts: When was the last time you got a Starbucks gift card? I get them all the time and I enjoy receiving them much more than any other gift card. They are well designed, and feel like I am actually receiving a gift. Other cards simply feel less like a gift, regardless of value.
• Coffee Packaging That Shines: When buying a bag of coffee, it feels so special. Many of the Starbucks bagged coffees even have foil reflective packaging.

These four things don't actually change the flavor of the coffee (or food) in any way, and a transactional business would most likely view these as waste, but Starbucks knows better. They know all these little things add up to be one BIG thing for the customer. That big thing is customer experience and as Howard has pointed out, "That is the key."



Are there some little things you have been overlooking?

To see the CNN Money Quotes go here: 
http://money.cnn.com/2008/01/17/news/newsmakers/starbucks.fortune/


You can now customize Starbucks cards:
https://www.starbucks.com/shop/card/customize


The card even has it's own twitter:
http://twitter.com/#!/starbuckscard

Are Magazines Suicidal?

My wife's one remaining magazine subscription is dead...

...upon reading a letter from EveryDay w/ Rachael Ray (EDWRR). The letter states they are pleased to deliver a special November issue, "our biggest-ever thanksgiving blowout!" But they go on to say "the issue is SO big, in fact, that we are treating it as a special issue that will count toward two of your subscriber issues..."

With the amount of ads increasing (55% of the magazine!) and the amount of content decreasing, this was the final nail in the coffin -- the hollow echos of the metaphorical hammer were a haunting reminder of the equally hollow content she had been experiencing for some time. She was paying double for an issue that should have been the standard all along. (Not to mention the ads were poorly targeted, featuring Wendy's and frozen dinners!?) Sadly, this isn't her first, but second cancellation due to equally dismal content from a magazine.

Real Simple is yet another example of once stunning magazine turned bad. It was expensive and worth it, but it as slid off the rails as well. Like EDWRR, Real Simple increased their ads while decreasing the quality content that once made the magazine great. As if that isn't enough to scare off their subscriber base, the size of the magazine was cut nearly in half! (pictured)  Is this a small sample of a bigger trend in magazine subscriptions? 

RealSimple and EDWRR's early success shows people ARE willing to pay for premium content, but when the quality of content decreases, and the amount of irrelevant content increases, there is only one logical thing your subscriber base can do. Cancel.

What's the Answer?
Digital and iPad content is hot, but it may not be the only answer. I agree that publishing is changing forever, but premium paper content has a future. It's successful future depends on publishers ability to focus on what digital distribution cannot do: offer a tactile experience. Would you be more likely to buy a thick 100% cotton embossed cover magazine that has less or perhaps no ads? Probably. I can see thousands of people proudly displaying these designer magazines on coffee tables and giving them as gifts to friends.

The reason some magazine's are sliding, isn't because people don't want paper anymore. It's because magazines are suicidal!

(UPDATE: It was just announced last week that Meredith Corp. has purchased EDWRR. I'm excited to see what they do with the brand!)

TV Rating and Magazine Subscriptions are down:
http://www.adweek.com/news/television/throwdown-rachael-ray-126194

The Brass Leave:
http://www.adweek.com/news/press/shake-rachael-rays-magazine-130993

Dismal Ad Statistics:
http://foodnetworkhumor.com/2009/05/shocking-food-network-magazine-advertising-statistics/