This morning I read an insightful article in The Wall Street Journal about Fender Musical Instruments. I was utterly inspired by the insight that Andy Mooney, the CEO of Fender, posited in the interview. So much so that I immediately sat down and wrote a creative brief for the assignment and sent it to Mr. Mooney’s email. Hey, nothing is unthinkable, right?
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Creativity is so intangible, so fleeting, so elusive, so delicate, so precious that it can't ever be guaranteed. All we can do is increase the odds of it happening. That's it. Here’s are three ways Ideasicle does just that.
When it comes to creative outcomes, "diversity" when defined only by the color of one's skin or by one's gender is a superficial concept. The only "diversity" that matters to creativity is diversity of thought. And that kind of diversity can come from our outlook on life, our experience, and our talent.
According to Dr. Lenhardt, many health products designed to solve a particular health problem actually make the problem worse. Further, the manufacturers of these health products pitch "temporary relief," which in many cases is factually true, but not without long-term and detrimental (and self-serving to the companies) consequences.
We are excited to announce a new division at Ideasicle. And that is, Ideasicle: She. As the name indicates, Ideasicle: She will be solely focused on marketing ideas to women. To that end, we have recruited a team of Experts who are not just genius creative people and strategists, but are professionally potent in another way: deep expertise in female marketing. As many clients know too well, it's difficult to find women at the higher ranks of advertising creative departments. Well, imagine a whole team of them - the best of the best - pre-recruited and ready to think about your marketing problem.
At Ideasicle, we come up with lots of different kinds of ideas - names, tag lines, promotions, app functionality, you name it. But our favorite kind of idea isn't a "kind" at all. It's so blue sky that's what we call it - "Blue Sky Ideas" - and it's when a client asks "How are we going to launch this?"
With Blue Sky projects, the client does not dictate what kind of idea, just illustrates the problem. Sure, we ask for any parameters around the project like budget and timing, but that's really it. Anything goes.
Yes, Ideasicle comes up with ideas for our clients. But the process we have pioneered - we call it "Expert Sourcing" - increases the odds of ideation success in profound ways. Whether it's the creative presentation dynamics, the exponential forces of four experts, or the two rounds of ideation, the Ideasicle model is designed to increase the odds of getting to the big idea.
Currently, Ideasicle’s Experts, though they each have their own specialties, talents, and expertise, are considered “generalists” when it comes to Ideasicle work. I have said many times that you could choose any four of the twenty four Experts out of a hat and they would rock any assignment.
But I was approached recently by an entrepreneur who is starting an advertising agency and wants to include Ideasicle as an “ingredient” to the agency’s offering....
When I started this little thing called Ideasicle five years ago this month it was with a germ of an idea, faith in the power of creativity, and the blind optimism of an entrepreneur.
It’s an idea that stripped away the normal agency requirements of, well, an agency (the building), the overhead, the salaries (except mine), even the execution of our ideas. Ideasicle would be new kind of idea generating machine that was better than crowdsourcing, nimbler than advertising agencies, and faster than freelancers.