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Alexey Ivanov provides insights into why recommendations like "Think outside the box!" and "Go around, think different!" are the real killers of creative thought. He also offers eight proven tools that lead to a winning idea, even for those who do not consider themselves creative. The ideal product and a powerful approach ad people can borrow from physicists and children are also discussed. The trial-and-error method is a sure way to waste intellectual resources, and functional blindness reduces human creativity.

Format: Paperback / softback
Length: 150 pages
Publication date: 08 December 2021
Publisher: ibidem-Verlag, Jessica Haunschild u Christian Schon

Why are recommendations like "Think outside the box!", "Go around, think different!" the real killers of creative thought? What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person? What is the ideal product and how does it help to sell the real product? What is a powerful approach ad people can borrow from physicists and children? Why is the trial-and-error method a sure way to waste intellectual resources? How do you force competitors to advertise your services? What is functional blindness and how does it reduce human creativity? How can you compel a banker to pay you 10 times more for your job? Why does a true ad man constantly feel like a loser? How does a poetry reading improve response on copywriting? Which useful insights can an advertiser learn from a taxi driver? How has symmetry prevented seeing the obvious solution during seven decades? Which tool is the favorite among advertising men of all countries, times, and nationalities? Alexey Ivanov, one of the best advertising men and copywriters in Russia, gives convincing answers and provides fresh new insights.

Why are recommendations like "Think outside the box!", "Go around, think different!" the real killers of creative thought?

Recommendations such as "Think outside the box!", "Go around, think different!" are often perceived as the real killers of creative thought. These phrases are often used as a way to encourage individuals to think differently and come up with innovative solutions. However, the truth is that these recommendations can be counterproductive when it comes to fostering creative thinking.

One reason why these recommendations can be harmful is that they create a sense of pressure and expectation. When someone is told to think outside the box, they may feel like they need to come up with a groundbreaking idea that is completely original and unexpected. This pressure can lead to stress, anxiety, and even a fear of failure, which can ultimately hinder creative thinking.

Another issue with these recommendations is that they can lead to a narrow focus. When individuals are encouraged to think differently, they may become so focused on coming up with a unique solution that they overlook the broader context and potential solutions. This narrow focus can result in a lack of creativity and innovation, as individuals may be unable to see the connections between different ideas and concepts.

In addition, these recommendations can be seen as a form of conformity. When everyone is encouraged to think in the same way, it can create a culture of sameness and prevent individuals from expressing their unique perspectives and ideas. This conformity can lead to a lack of diversity and creativity, as individuals may be afraid to stand out or challenge the status quo.

To foster creative thinking, it is important to approach recommendations like "Think outside the box!" and "Go around, think different!" with a critical eye. Instead of feeling pressured to come up with a groundbreaking idea, individuals should be encouraged to approach problems with a open mind and a willingness to explore different perspectives and ideas.

One effective way to foster creative thinking is to provide individuals with the opportunity to experiment and explore. This can include providing access to resources such as art supplies, technology, and other tools that can help individuals express their creativity. Additionally, individuals should be encouraged to take breaks and engage in activities that promote relaxation and creativity, such as meditation, yoga, or creative writing.

Another effective approach is to create a culture of collaboration and teamwork. By encouraging individuals to work together and share their ideas, they can build on each other's ideas and create a more diverse and innovative solution. This can include creating a safe space for individuals to share their ideas without fear of judgment or criticism, and providing opportunities for individuals to learn from each other's experiences and perspectives.

In addition, it is important to recognize that creativity is not just about coming up with a unique solution. It is also about being able to think critically and evaluate the potential risks and benefits of different ideas. By encouraging individuals to think critically and evaluate the potential risks and benefits of different ideas, they can develop a more nuanced and informed perspective on a problem.

Finally, it is important to recognize that creativity is not just a skill that can be learned. It is a trait that is inherent in all individuals, and it can be nurtured and developed through practice and experimentation. By providing individuals with the opportunity to explore their creativity and express their unique perspectives, they can develop a more robust and innovative mindset that can be applied to a wide range of problems and challenges.

In conclusion, recommendations like "Think outside the box!", "Go around, think different!" can be harmful to creative thinking. They create a sense of pressure and expectation, lead to a narrow focus, and promote conformity. To foster creative thinking, it is important to approach these recommendations with a critical eye and provide individuals with the opportunity to experiment, explore, collaborate, think critically, and express their unique perspectives. By doing so, individuals can develop a more robust and innovative mindset that can be applied to a wide range of problems and challenges.

Weight: 234g
Dimension: 149 x 213 x 14 (mm)
ISBN-13: 9783838212333