The Creative Myth: Three Scientific Laws to Create Hits

The standard view of creativity is one of constant brainstorming punctuated by sudden flashes of genius—it is not something you can be intentional or methodical about. This talk will disprove this, explain how mainstream hits actually happen, and provide three ways any marketer can increase their odds of creating one.

Attendees will learn:

  • The Creative Myth – The “Sudden Flash of Genius” model of Creativity is a myth that has been embellished for hundreds of years.
  • The Science of the Creative Curve – Trends occur when ideas are familiar but have just the right amount of novelty. We’ll explore relevant examples from marketing, pop culture, and art and explain the science behind why we adopt trends.
  • The 20% Principle – Creative geniuses experience numerous “aha moments.” What if there was a way to increase the number of these moments you have?
  • Putting the “Hit” in Hit Doctors – We’ll explore how creative achievement is not just the result of epiphany, but how pop stars and novelists use constraints such as patterns and formulas to simplify choices and reuse formats they know will work. We’ll walk through formulas that marketers can apply to their own jobs and increase their odds of success.
  • Data-Driven Content – The best innovators go through data-driven cycles to iterate their creative products and find a fit with their audience. We’ll explore how anyone can use data to improve their odds of connecting with an audience.

Keynote Beginner B2B Marketing B2C Marketing
Location: Grand Ballroom B Date: September 7, 2017 Time: 3:10 pm - 3:55 pm Allen Gannett