Creativity Tops the List

Competition is fierce. Shoppers are demanding experiences. Dollars must work harder. The “store” is now a destination. There has never been a more challenging – or more invigorating – time for retail marketers. A new level of fearless creativity is required. To get the thoughts flowing, we offer the second in a short series of posts about creativity.     

Making a list is a great first step in developing new ideas. The pressure is off, the pace is fast and the chances of failure are minimal. Here’s a list of lists to get things started.

Five Reasons I Like List-Making to Create Marketing Ideas

•  It’s quick
•  It’s fun
•  It’s gratifying
•  It’s surprising
•  It painlessly leads to creative flow

Five Reasons Creative List-Making Works

• It’s specific; the form requires focused thinking
• It’s empowering; breaks the assignment into manageable pieces
• It’s perspective-building; allows for unexpected linking and patterning
• It’s freeing; by-passes the inner critic
• It’s immediate; develops creative fodder right away

Five Initial List Topics

• Target audience
• Rhyming words
• Synonyms
• Immediate images
• Outrageous thoughts

Five Ways to Make Great Lists

• Play with the words
• Keep your pen moving
• Be open to where your thoughts go
• Ask specific questions
• Don’t be afraid to repeat yourself

Five Ways to Turn Your Lists Into Preliminary Concepts

• Compare / contrast
• Use list items to start new lists
• Scan for common themes
• Find twists of language
• Appreciate the little gems