Tài liệu The Do It Yourself Lobotomy: Open Your Mind to Greater Creative Thinking [ docx

LINK DOWNLOAD MIỄN PHÍ TÀI LIỆU "Tài liệu The Do It Yourself Lobotomy: Open Your Mind to Greater Creative Thinking [ docx": http://123doc.vn/document/1045633-tai-lieu-the-do-it-yourself-lobotomy-open-your-mind-to-greater-creative-thinking-docx.htm

Adweek Books is designed to present interesting, insightful books for
the general business reader and for professionals in the worlds of
media, marketing, and advertising.
These are innovative, creative books that address the challenges and
opportunities of these industries, written by leaders in the business.
Some of our writers head their own companies, others have worked
their way up to the top of their field in large multinationals. But they
share a knowledge of their craft and a desire to enlighten others.
We hope readers will find these books as helpful and inspiring as
Adweek, Brandweek, and Mediaweek magazines.
Published
Disruption: Overturning Conventions and Shaking Up the Marketplace,
Jean-Marie Dru
Under the Radar: Talking to Today’s Cynical Consumer, Jonathan Bond
and Richard Kirshenbaum
Truth, Lies and Advertising: The Art of Account Planning, Jon Steel
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Luke Sullivan
Eating the Big Fish: How Challenger Brands Can Compete Against Brand
Leaders, Adam Morgan
Warp-Speed Branding: The Impact of Technology on Marketing, Agnieszka
Winkler
Creative Company: How St. Luke’s Became “the Ad Agency to End All Ad
Agencies,” Andy Law
Another One Bites the Grass: Making Sense of International Advertising,
Simon Anholt
Attention! How to Interrupt, Yell, Whisper and Touch Consumers, Ken
Sacharin
The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms,
Fear, and Other Staples of Modern Business, Stan Richards
with David Culp
Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in
America, by David Kiley
Forthcoming
Beyond Disruption: Changing the Rules in the Marketplace by Jean-Marie
Dru
And Now a Few Laughs From Our Sponsor by Larry Oakner
THE
DO-IT-YOURSELF
LOBOTOMY
Open Your Mind to Greater
Creative Thinking
Tom Monahan
John Wiley & Sons, Inc.
Copyright © 2002 by Tom Monahan. All rights reserved.
Published by John Wiley & Sons, Inc., New York.
No part of this publication may be reproduced, stored in a retrieval system or trans-
mitted in any form or by any means, electronic, mechanical, photocopying, recording,
scanning or otherwise, except as permitted under Section 107 or 108 of the 1976
United States Copyright Act, without either the prior written permission of the Pub-
lisher, or authorization through payment of the appropriate per-copy fee to the Copy-
right Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400,
fax (978) 750-4744. Requests to the Publisher for permission should be addressed to
the Permissions Department, John Wiley & Sons, Inc., 605 Third Avenue, New York,
NY 10158-0012, (212) 850-6011, fax (212) 850-6008, E-Mail: PERMREQ@
WILEY.COM.
This publication is designed to provide accurate and authoritative information in regard
to the subject matter covered. It is sold with the understanding that the publisher is not
engaged in rendering professional services. If professional advice or other expert assis-
tance is required, the services of a competent professional person should be sought.
This title is also available in print as ISBN 0-471-41742-4. Some content that appears in
the print version of this book may not be available in this electronic edition.
For more information about Wiley products, visit our web site at www.Wiley.com
This book is dedicated to
the five most important people in my life: my wife,
my best friend, my honey, my partner, and my soul mate.
Of course, that would be Audrey.
PART I.
What Do Great Ideas Do? 1
Introduction 3
How This Book Works 21
The Rewards of a Great Idea 28
The Consequences of a Bad Idea 32
1. The First Real Chapter (Finally!) 36
PART II.
Understanding and Demystifying Creativity 47
2. Creativity = Problem Solving 49
3. Change Your Thinking about Change 57
4. Creativity versus Talent 62
PART III.
Tools for the Job of Thinking Creatively 71
5. Ask a Better Question 75
6. Ask the Question Early 87
7. 100 MPH Thinking: Thinking at the Speed of
Enlightenment 90
Contents
8. 180° Thinking: A Tnereffid Way to Ideate 99
9. Intergalactic Thinking 107
10. Collaborate with Genius 121
11. Conceptual Solitaire 128
12. How to Put These Tools to Work 132
PART IV.
Dimensionalizing Your New Creative Tools 139
13. Aids to Creativity 141
14. Accidental Genius 147
15. Stop Making Sense 155
16. Redefining the Acceptable Range 160
17. Selling Creative Ideas Requires Its Own Creativity 167
18. Mind Farming 186
19. Storming the Brain 206
20. The Five Greatest Barriers to Creativity 217
21. The Real Bibliography 224
22. Proceed with Passion 228
Afterword 233
Appendix 238
Acknowledgments 261
Index 263
vi Contents
PART I
What Do Great
Ideas Do?

Ideas First!
One thing is certain:
Whether you’re in advertising, high finance, technology, funeral
management, or any other field, every big idea that has ever helped
your industry was the result of creative thinking. Every solution to
every real problem has come from a new idea. Every triumph over
every challenge and every gain from every opportunity has been the
result of an individual stretching her or his gray matter to a new and
valuable place.
Great ideas are the root of just about everything new. Every new
product, service improvement, cost savings, and efficiency idea has
come from human creativeness. Every market-conquering, competi-
tion-smashing concept behind every advancement is the result of some-
one thinking of something that has not been thought of before.
The vital, urgent need for constant creative thinking is as pervasive
in industry today as computer terminals and interminable meetings.
To survive, to thrive in business in the twenty-first century you need
to be a potent idea generator.
Introduction
Creative thinking is no longer the domain of a chosen few or some-
thing companies do only at their annual planning meetings or in brain-
storming sessions. Creative thinking is something that high-functioning
people at leading companies do constantly, because there is always an
opportunity for improvement. Today, with the pace of change con-
stantly increasing in business, there is always a need to maintain a com-
petitive advantage. Companies and individuals both need to stay on top
of their game.
So where do creative ideas come from? Well people. The fresh-
est, biggest ideas come from leaders in your own industry and other
industries. Ideas also come from the customers and users of your goods
or services. And if your company is a player to any degree and you’re
doing your job, creative ideas come from you. (If you’re a manager
doing your job, they also come from your people.)
Now is the time to ask yourself, “What am I doing to enable myself
and/or my people to generate the vital business-building ideas that fuel
my company’s, my clients’, and our customers’ success?”
Take a second to let that question sink in.
Now answer honestly, “What are you doing, now, to become a bet-
ter idea generator?”
If you don’t actively grease the skids of innovation and better han-
dle the rapidity and magnitude of change today, you could be cheating
yourself and your employer out of an incredible resource. You could be
holding back your company and your career.
Fresh ideas are the lubrication for growth and success in business.
Whether it’s creative marketing ideas, breakthrough advertising ideas,
customer service ideas, or fresh thinking in a thousand other areas, the
most successful people in business are making themselves active play-
ers in this high-stakes, high-value game.
You’re reading this book because you want to improve yourself in
this area. I can help you. As a professional creative thinking coach I
work with thousands of people in dozens of industry segments annu-
ally to help them improve their understanding and skills in this critical
If you’re not making a concerted effort to value, master, and inspire
creative thinking and improve your skill set in this area, you may
find yourself losing out to the competition.
4 INTRODUCTION
area. My experience tells me that it’s helpful early on in this self-
development process to take a quick personal inventory of your cur-
rent state of creativeness.
SELF-ASSESSMENT FOR SELF-IMPROVEMENT
How potent is your idea power? Are you and/or your people able to
come up with an abundance of tremendously creative ideas when you
need them with little effort or pain? Dozens of ideas? Hundreds of
ideas? Thousands of ideas? Well, there’s a lot more method to this
madness than most people realize (or perhaps, madness to the
method). And it’s surprisingly easy to accomplish.
To help make this learning process more meaningful and therefore
more effective for you individually, here are some self-diagnostic tools.
The 2-minute Creative IQ Test, page 238. (Or for a more interactive
version go to www.Do-It-YourselfLobotomy.com/book.) By
“Creative IQ” I mean your imagination quotient. I have devel-
oped this assessment tool to help people determine the areas in
which they are already strong creatively and those that need
improvement—and how much. This quick little test, taken by
thousands of people, has been developed and refined based on
a great deal of feedback. It’s the most popular page at my web
site. I have gotten hundreds of comments from people telling
me how they have used this little tool to better understand
their creative strengths and weaknesses so they can take charge
of their self-improvement in this area. I suggest you take this
short test before you get too far along in the book. The assess-
ment will help you focus on the chapters that will benefit you
most.
The 2-minute Organizational Creative IQ Test, page 246. (Or go to
www.Do-It-YourselfLobotomy.com/book.) This quick diagnos-
tic tool is for assessing the creative health of the people in your
organization as a group. If you’re a manager reading this book as
much to help you bring out creativity in the people you supervise
as for your own professional and personal development, this little
test is well worth a look. It will help you better understand areas
that need to be worked on at an organizational level, whether they
be team, department, division, or company.
Self-Assessment for Self-Improvement 5