I have 5 creative techniques for operators to use their imagination

Creativity: New abstract thinking and behavioral potential derived from understanding and recognizing existing things.

And the more important step is how to combine this thinking and potential with real things?

I have five basic core techniques, namely imitation creation method, transplantation and participation method, association and analogy method, reverse thinking method, and combination creation method.

For example, if I want to write a love letter to my girlfriend, not only the content should be beautiful, but every little detail should also be exquisite. How to be creative?

An idea flashed in my mind: after the text content is completed, make each "data" particularly loving. Including mailing time, paper size, word count, number of text lines...

How do we realize this idea?

What special and loving "data" can we come up with?

Idea 1: Use these "data" in love letters:

• 0532 (You and I Love Deeply)
• 045617 (You are my oxygen)
• 04551 (You are my only one)
• 0564335 (Think of me when you are bored)
• 259758 (If you love me, marry me)

How about it? Do you feel that it is “actually very ordinary” and not innovative enough?

Your feeling is right. No matter how this set of numbers is embedded in a love letter, it always gives people the feeling that it is "not quite there yet".

One of the reasons is that creative thinking is not deep enough and creative people’s basic skills are not solid enough.

Idea 2: I thought of another set of numbers and applied them to the love letter, changing it to this:

The content of the love letter is divided into four paragraphs. The first line of the first paragraph has 17 words; the first line of the second paragraph has 41 words; the first line of the third paragraph has 7 words; and the first line of the fourth paragraph has 25 words. The love letter contains a total of 1,634 words. I sent the love letter to my girlfriend at 1:53 and she received it at 4:07. The paper of the love letter was 370mm wide and 371mm high.

When your girlfriend receives a love letter, she may still think it is ordinary and uncreative. What do you think? Let me analyze it for you first!

• 1741725 is the number of the Big Dipper . There are only a few Big Dipper numbers among all the number combinations in the world, and 1741725 is one of them.
• 1634 is the four-leaf rose number . If you say that the probability of finding a four-leaf clover is as small as one in a hundred thousand, then the probability of finding a four-leaf rose number is one in a billion, because 1634 is the only four-leaf rose number.
• 153, 407, 370, and 371 are daffodil numbers , the only 4 groups of daffodil numbers among billions of groups of numbers.

In this way, is it easy to compare who is "creative"? , “Idea 2” is more creative than “Idea 1”. The key lies in the depth of thinking of creative people.

How to improve the depth of thinking of creative people? The “more important step” of creativity – how to combine creative thinking and potential with real things?

The solution we are exploring is to practice the basic core techniques of creativity, that is, the basic skills, and then proceed with creativity from deep to shallow.

For example, in “Creativity 2”, I used the structural transplantation method and applied the self-exponentiation in mathematics to the expression of love letters. To come up with "Creative Idea 2", you must at least know what structural transplantation is, right?

Unlock the door, open the door, use your imagination, and let’s get down to business! I have 5 creative techniques that can innovate an entire commercial building.

The five creative techniques, from easy to difficult , are:

• Imitation and Creation
• Transplantation
• Associative Analogy
• Reverse thinking
• Combinatorial Creation

1. Imitation and Creation

1. Functional imitation creation: starting from a certain functional requirement of one's own, imitating similar known things

More than 40 years ago, a factory in Thailand developed a "tonic drink" called Red Bull, which contained water, sugar, caffeine, vitamin B and other ingredients.

At that time, the largest consumer group of Red Bull was blue-collar workers such as truck drivers and factory workers, helping them to keep a clear mind even when they were working hard. Of course, this is also the sales target group of Red Bull itself. Over the years, Red Bull has been very popular. The factory operates a 24-hour assembly line, and its branches have gradually spread to Southeast Asia and Europe.

Then came the inevitable problem: the de-upgrading of low-end products. At that time, Red Bull seemed to be "the same product, two different approaches" as coffee, as they both contained caffeine to provide a buzz. But Red Bull seems low-end and coffee seems high-end.

So Red Bull imitated the functionality of coffee, upgraded its taste and image, and upgraded the dimension to between coffee and "old Red Bull".

2. Bionics imitation creation, using the survival and development principles, shapes, and functions of things in the biological world as references to carry out bionic imitation

It includes information bionics, principle bionics, technical bionics, and control bionics.

For example, the radar, submarine, and micro thermal sensor that we learned in high school physics. There is also the use of bionic imitation in brand names :

• The phone that changed the world should not be called XXX, but Apple
• The phone of the “perfectionist craftsman” should not be called XXX, but Hammer
• The pan-tech community should not be called XXX, but Guokr

The application of bionic imitation creation in "human setting" → "other creatures" :

• You are a small and free individual, creating through bionic imitation. You should say that you are a tiny bird.
• You need to give gifts as smartly and cutely as Xiyangyang, and use bionic imitation to create. You shouldn’t “think too much”, just pretend to be a sheep.
• A small and beautiful girl, using bionics to imitate creation, you should say that you are a little fairy.

The application of bionic imitation creation in "other organisms" → "humanity" :

• The sales director and happiness director is both righteous and cute. He is not a human, he is a "bear"
• He is kind, cute, naughty and can make movies . He is not a human, but a "dog", Han Han's Madagascar IP

3. Structural imitation creation, imitating the structural characteristics of known things and then creating new things

For example, the duplex house is inspired by the structure of a double-decker bus.

There are two major management models in management science: hierarchical management and flat management. If we extend these two classic management models to business models , we will find that as structural imitation and creation proceed, portal websites that were popular at first are gradually phased out, and vertical platforms are beginning to gain popularity, such as Tuhu Auto Maintenance Network, Mai Le Gou, Vipshop , Jumei Youpin, Kuaikan Comics, etc.

When the flat management model reaches its peak, the headquarters often only has a few important departments, and the remaining departments and assembly production all adopt external cooperation. The same is true for vertical content platforms , from portals to verticals and then to self-media . Finally, when self-media develops to its peak, large platforms without content accumulation and endorsements will find it difficult to survive.

4. Morphological imitation creation

As you might imagine, a little.

5. Principle-based imitation and creation, using the operating principles of known things to create new operating mechanisms

1. What is a machine? It's just a bunch of combined parts. Through principle-based imitation and creation, AI allows machines to have all kinds of intelligent behaviors of humans.
2. Decades ago, based on people's concern for their own lives, Ordway discovered that beautiful women stimulate hormones of the opposite sex; animals (non-animals) and babies have a cute feeling as the source of life, and humans have evolved a trait over tens of millions of years for the purpose of reproducing the species. This trait makes people feel emotional for cute children and animals (otherwise humans would have become extinct). So there came into being the 3B strategy in advertising.
3. " Brainstorming " refers to the unlimited free association, discussion and behavior of mentally ill patients in a state of mental confusion before the term was coined. You can say anything and do anything. In psychopathology, this behavior is called "brainstorming."

Later, through the "invincible wisdom of mankind", it was discovered that this state pattern of mental patients can be put into conference discussions without restraint, with the purpose of generating new ideas or stimulating innovative ideas.

Officially published in 1953, "brainstorming" became a method of stimulating thinking. The credit lies in the principled imitation and creation.

2. Transplant Participation Law

A method of transplanting principles, methods, techniques, and ideas from one field to another to form new things. It is a grafting phenomenon.

1. Methodological transplantation: consciously transplanting the technical methods and models in a certain field to another field

In physics, there are many basic research methods that are applied to marketing research. There are 6 types as follows.

(1) The equivalent substitution method is to transform actual, unfamiliar, and complex problems and processes into equivalent, simple, and easy-to-study problems and processes for research and processing , while ensuring that certain effects (characteristics and relationships) remain the same.

(2) The ideal model method intentionally ignores other or minor features of the research object and reveals the form, characteristics, laws and essence of the prototype by building a model. The fundamental purpose is to enable people to concentrate all their efforts on grasping the essential characteristics or laws manifested by the research object in certain aspects.

(3) Control variable method , turning a multi-factor problem into multiple single-factor problems. Each time, only one factor is changed while the other factors remain unchanged, so as to study the impact of the changed factor on things. After studying them separately, we will then find a comprehensive solution.

(4) Experimental reasoning method, which is to derive laws through generalization, abstraction and reasoning based on experiments. This method focuses on reasoning about human intelligence.

(5) Conversion method: Under the premise of ensuring the same effect , invisible and difficult-to-see phenomena are converted into visible and easy-to-see phenomena; unfamiliar and complex problems are converted into familiar and simple problems; data that is difficult to measure or accurately measure is converted into data that can be measured or accurately measured. "Can we simplify it? It's too hard for me."

(6) Analogy, etc., is the method of inferring that similar things should also have a certain attribute based on the attribute of one type of thing. "Whether you can compare accurately depends on your level."

2. Structural transplantation: transplanting the unique structure of one field to another field

The "romantic data" used in love letters above, the Big Dipper number, the four-leaf rose number, and the daffodil number, are the result of structural transplantation, which transplants the structure of self-exponentiation in mathematics into love letters .

3. Functional transplantation: transplant the unique function of X thing in one field to another field in Y form.

In product development, "functional transplantation" is used particularly frequently. Transplant the TV's audio system to the computer field; transplant the sharing system to ordinary bicycles to create " shared bicycles "; transplant the sharing system to ordinary power banks to create " shared power banks "; transplant offline financial service functions to online to create " Internet finance ."

It is also used frequently in expressing concepts . For example, the word "transplant" in Zhu Xiaolei's article is a medical term. Putting the professional meaning of "transplant" into other fields makes the expression more precise and profound. Similar terms include "XX model", "XX machine", "XX embedding"...

4. Principle transplantation: transplanting the principles of thinking, science, technology, and art into a new field

For example, theories in psychology and management are widely used in marketing planning. The wine and sewage theory, the bucket theory , the zero-sum game , the forbidden fruit effect , the beauty effect , the Washington cooperation law , Occam's razor , the embarrassment effect , the halo effect .

For the specific content of this paragraph, please see: "The Application of Ten Major Scientific Theories in Marketing".

3. Associative Analogy

After recognizing known things, we associate them with unknown things and infer that the unknown things have similar properties based on the properties of the known things.

1. Direct analogy, establishing a direct connection between two things. For example, on the eve of the war between the United States and Iraq, Uni-President Lubricants seized the opportunity and launched the slogan "More lubrication, less friction" at the right time.

2. Structural analogy method, based on certain structural similarities between unknown things and known things, infer that unknown things also have similar properties.

As mentioned in “Creative Idea 2” above, we match the layout of the love letter with the structure of the self-exponentiation number, and then show the Big Dipper number, the four-leaf rose number, and the daffodil number.

3. The method of causal analogy is to explore unknown things based on the causal relationship of known things and certain similarities between them and the causal relationship of unknown things.

4. Anthropomorphism is the method of comparing objects with human activities, giving life, thinking, imagination, and personality to inanimate objects.

The children of Generation Y and Generation Z have grown up. As users, they increasingly require corporate CIS designs to be anthropomorphic and personalized so that they can create a specific character image among the public.

4. Reverse thinking method

The public is no longer interested in creativity, "because I've seen too much." Okay, then let's do the opposite. Use reverse thinking to change users' inherent thinking.

Not having a good perspective is a waste of resources. Once reverse thinking comes into play, it is destined to be a non-mainstream perspective. Below is a set of TVCs from the genius Momo , one that fully utilizes reverse thinking; and one that fully utilizes positive thinking.

• Momo's TVC-Reverse Thinking: https://v.qq.com/x/page/e01333x7yva.html
• Momo's TVC-Positive Thinking: https://v.qq.com/x/page/o0308g70f8c.html

5. Combination Creation

Combine multiple factors in some way to form a combined advantage . If we want to subdivide the combination creation method, it can be divided into principle combination, structural combination, functional combination, material combination and method combination. It is the most adaptable creative method.

"The picture is too big, I can't hold it."

Summarize

1. Imitation creation method: functional imitation, bionic imitation, structural imitation, morphological imitation, and principle imitation.
2. Transplantation methods: methodological transplantation, structural transplantation, functional transplantation, and principle transplantation.
3. Associative analogy method: direct analogy method, structural analogy method, causal analogy method, and anthropomorphic analogy method.
4. Reverse thinking method.
5. Combination creation method.