mm_brand (mm_brand) wrote,
mm_brand
mm_brand

John Hunt. The art of idea.

эх, сколько всего интересного в тетрадке с лекциями за первый семестр.
нашла записи с лекции Джона Ханта (John Hunt креативный директор TBWA worldwide), когда он был в Москве.

Мне он так понравился. И презентация была оч классная. Не было этой банальщины с рецептами, как генерить идеи. Были забавные анимированные слайды с отличным муз сопровождением. На слайдах были его observations по поводу работы в творческой команде.

Кстати, это можно найти на сайте, посвященном выходу его книги.

Приведу свои записи ниже.

на встречах всегда есть два типа людей sunrise people и sunset people

logic – is a poison that can kill even a superman. Logic is too heavy.
логика пытается поставить нас на рельсы и модели прошлого. А надо пробовать, что-то совсем иное, чтобы сделать продукт будущего

idea – is a very simple thing

logic is good at the end of the process

people with more logic are with less ideas

Don't Google. Access to information blocks the ideas. Getting the idea is being active.

Trust your instincts or they go away.
To get the advantage is to do fast, to be first. (делать все быстрее надо без spreadshits, numbers & researches)

Russians have perfect DNA to live in unexpected situations. :)))

Don't kill the idea before you prove it.

Embrace diversity and it'll hug you back.

грустно смотреть, что сейчас sameness is playing with sameness.

надо на встрече собирать разных людей с разными взглядами. Нельзя работать с теми, кто соглашается с мнением босса.
Mix ages, sexes, departments, professions.

Ха :) intellectual countryclub = nothing never happen

Think about "Thought police".
their job is to stop progress.
if the future is not patterned on the past, it doesn't work.
Use logic and habit.

link seemengly different things
look around in other fields
borrow the ideas

Example: bookstore is not successfull.
coffeshop nearby is very successfull
idea – bookstore with cuppuchino machine = profitable business.

you can't get stuck in your profession because the world is bigger.

great idea = joining things which previously were unconnected.
We don't know what we don't know untill we do what we don't usually do.

how to keep your mind fresh – change your pattern

like life as an experiment but not as a habit.

ideas don't travel well through a bureaucracy.

2 parts of idea:
-having the idea
-making it work

Про работу в команде. Снизить эго и позволить идее быть общей. Так люди лучше реагируют на нее. Типа это все придумали.

It's not circle of life it's a circus of life

future is unpredictable
geniuses find the ideas where everyone is scared.

You have to be a child to get an idea.
It's not an army.
Have fun. You have to be relaxed. 

Celebrate the fact that you're in idea business. (Google office)

Потом была беседа с залом.
Believe in yourselves. Be russians no matter what cool in the US.
celebrate yourself

in a day you genius will come true.

Russia as a brand = untamed energy
potential waiting
a lot of wind behind your sales

complicated  - simple - interesting
simplisity is very hard to get

everything that contrast and unexpected can be inspiration

tendency that monologue changing to dialog = my brand tell you - to - audience talk back.
Tags: john hunt, the art of ideas
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