Relevance is the breakthrough of creativity. With relevance, the source of creativity will not dry up.
Editor’s note: This article is from the micro-channel public number “Bird Brother notes” (ID: niaoge8) , Author: Xiao hero.
I agree with the exhaustive discussion of world-renowned creative master James Webb Young about the creation of ideas.
He believes that there is a rule for creativity. The basic methods for generating creativity are as follows.
First, creativity is all about turning many old elements of things into new combinations.
Second, you must have the ability to give new combinations of old elements of things.
The combination ability mentioned here is the degree of relevance. Once we master it, we can make the creation of ideas as simple as addition and subtraction.
Why do your ideas dry up?
Here I want to point out two common misunderstandings of marketers:
Misunderstanding 1. Good ideas are often the product of a flash of light
The creation of ideas is sometimes a flash of light, but not every time. If every marketing plan relies on imagination and blunt mind-opening, each time from 0 to 1, then quickly drained and exhausted his own experience and thinking, the creativity will naturally dry up.
I have always emphasized a point: creativity is 99% training plus 1% genius and inspiration. Russia ’s distinguished critical realist painter Ilia Yefimovich Repin once said: “Inspiration is rewarded for hard work.”
So our team will insist on network sense training for a long time. For example, I spend 3 hours a day collecting all kinds of hotspots, interesting things, and examples of swiping screens. training. Because only a large amount of exposure to hotspots and news can keep us familiar with the web and freshness of new things. Only continuous practice can provide a source of creativity.
Misunderstanding 2. You can come up with a good idea by brainstorming
Many people think of brainstorming when they talk about creativity. In fact, according to my observation, most brainstorming is a waste of time. Because there is no method of brainstorming, it is just a meaningless brain-burning game. It is not helpful for the project at all.
So when conceiving ideas, we will decompose the project information step by step according to the creative flowchart. First of all, we will list the important content and key points of the project, and the relevant elements, and then combine them later. The mentioned mandala correlation method and interesting mind map will be considered with key points and related thinking, so that the creativity has the focus and focus, and avoids useless brainstorming.
And the so-called relevance is the second P in the 6P methodology proposed by me, which is Parallel—association.
Relationship
The secret of super topic brushing screen—all things are IP, looking for high frequency scenes
Speaking of the relevance in the 6P methodology, I have to mention the 4R theory born in the early 21st century:
In 2001, the well-known marketing consultant Elliott Ettenberg first proposed the concept of 4R marketing in the book “4R Marketing Subverts 4P Marketing New Theory”.
The theory takes relationship marketing as the core, pays attention to the long-term interactive relationship between enterprises and customers, and focuses on building customer loyalty.
The 4R theory summarizes marketing into four elements: Relevance, Reaction, Relationship, and Reward. According to Eliot Eidenberg, in marketing, association represents that the company and the user are a community of destiny. The long-term relationship between the establishment and development of the company and the user is the most important content in the marketing category.
Amazon is the first to try to incorporate affiliate marketing in the sales system. This online retail empire, which claims to be “not in line with almost all rules of business,” started from an Internet bookstore in Seattle and now has nearly trillion The market value of the US dollar is not only behind the leapfrogging brought by technology, but also the shadow of iterative marketing thinking.
Affiliate marketing has gradually matured and matured in Amazon’s system, and was eventually written into Amazon’s success textbook. In Amazon marketing, the association is called “Frequently Bought Together”, and its
The secret of super topic brushing screen—all things are IP, looking for high frequency scenes
Speaking of the relevance in the 6P methodology, I have to mention the 4R theory born in the early 21st century:
In 2001, the well-known marketing consultant Elliott Ettenberg first proposed the concept of 4R marketing in the book “4R Marketing Subverts 4P Marketing New Theory”.
The theory takes relationship marketing as the core, pays attention to the long-term interactive relationship between enterprises and customers, and focuses on building customer loyalty.
The 4R theory summarizes marketing into four elements: Relevance, Reaction, Relationship, and Reward. According to Eliot Eidenberg, in marketing, association represents that the company and the user are a community of destiny. The long-term relationship between the establishment and development of the company and the user is the most important content in the marketing category.
Amazon is the first to try to incorporate affiliate marketing in the sales system. This online retail empire, which claims to be “not in line with almost all rules of business,” started from an Internet bookstore in Seattle and now has nearly trillion The market value of the US dollar is not only behind the leapfrogging brought by technology, but also the shadow of iterative marketing thinking.
Affiliate marketing has gradually matured and matured in Amazon’s system, and was eventually written into Amazon’s success textbook. In Amazon marketing, the association is called “Frequently Bought Together”, and its