So you've had your brainstorm, now what? You need to assess your ideas in the cold light of day. Discover the 5 ways the criteria for sticky ideas can improve the creative process, and give you the best chance of creating something that people will want to share.
18. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
a novel execution that allows you to see the game in a new way
19. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
it takes something abstract (the score line over time)
and makes it visible
20. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
it’s based on sound data
21. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
it tells the story of the game
22. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
but it wasn’t a story people cared about
23. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
if your team is in the super bowl this year,
do you really care what the score was in previous years?
24. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
without the annotations, people found it hard to understand
Indianapolis Colts took the lead in the first quarter
25. simple
unexpected
concrete
credible
emotional
story
the 6 criteria of sticky ideas
without the annotations, people found it hard to understand
Indianapolis Colts took the lead in the first quarter
if we’d used these criteria up front,
it might have saved us pain down the line
34. these infographics show the habits of famous creative people -
neither of them allow you to easily make comparisons
http://infowetrust.com/2014/03/26/creative-routines/
http://nymag.com/health/bestdoctors/2014/genius-sleeping-habits-2014-6/
35. so we made this
https://podio.com/site/creative-routines
41. dataviz
data journalism
digital awards
advertising
you need sources of inspiration for different executions
(and knowledge of resonant topics within your niche)
50. success! but how would we follow it… ?
* Linking Root Domains
96,400
LRDs*
507
likes
51. hey Phil, you know we showed HOW the different genres emerged?
what if we could show WHY they emerged?
or what if you took one tune and played it in different styles? start off blues, make it rock, make it funk?
I saw this thing called the Bonhamizer once,
where you take a pop song and add John Bonham on drums
oh, what if you could make your own super group?
hmmm… I wonder if that’s possible…
static.echonest.com/bonhamizer/
70. a while back, the web was suffering from infographic fatigue
flowingdata.com/2010/02/15/data-underload-9-big-graphic-blueprint/
71. a while back, the web was suffering from infographic fatigue
but every now and then, a piece would come along
that used the long, tall format brilliantly
77. we used this as inspiration for a more light-hearted piece
79. side-note: this is one slide from the idea pitch deck
(a bit better than the old emails we used to send!)
80. Simple
Unexpected
Concrete
Credible
Emotional
Story
simple
unexpected
concrete
credible
emotional
story
we explained the criteria to the client,
and how the idea stacked up against them
81. Simple
Unexpected
Concrete
Credible
Emotional
Story
simple
unexpected
concrete
credible
emotional
story
you don’t have to tick every box,
you just need to know where the weaknesses lie
82. Simple
Unexpected
Concrete
Credible
Emotional
Story
simple
unexpected
concrete
credible
emotional
story
even with the weaknesses, we felt this idea was worth a punt.
we were transparent with the client. he agreed. it worked.
85. we once had a client who lost faith in an idea
midway through production
so we shared the criteria with him, and discussed the idea.
it turned out just to be an issue with the copy.
peopledesign.com/creating-the-new
86. the creative process can be a rollercoaster
of clarity & confusion, confidence and doubt
if you lose your way, use the criteria to assess the production.
it can get you back on track and everyone back on board.
peopledesign.com/creating-the-new
87. five ways the SUCCES criteria can improve the creative process