GET AWAY FROM BOXED-IN COMFORT ZONES & START “SMART THINKING”

A recent CIO article addressed Emerging Technology: Thinking out of the Box and I can bet you were in a meeting not too long ago where someone said, “Let’s think outside the box!” This timeworn cliché (thought to have originated from the “Connect the Nine-Dots with a Straight Line” puzzle) needs to be pushed off the dusty shelf of catchphrases and eradicated from management speak. In our world of transparency and open communication, we can’t afford to be stymied by insular, four-walled, straight-line thinking. Ever. Smart thinking should be (needs to be!) the norm, not an edict during an occasional brainstorming session or “tip” in yet another How-To editorial.

As kids, we were taught to color within the lines, to connect the dots and follow directions. A crayon that went askew, or a dot that failed to be connected resulted in a tsk, tsk from our teachers. For those of us too creative to by thwarted by strict rules and guidelines of how things “should be done,” we pursued courses - and then careers - that encouraged originality and innovation. We were free to use our imagination, whether through images and design or with words and prose.

Along the way, however, we fell back into the über-structured corporate world to maintain our status quo and traded in our dreams of using ingenuity and smarts for blending into a comfort zone of obscurity so as to not upset the administrative apple cart. As RLMpr CEO, Richard Laermer noted in a Huffington Post article earlier this year, “Corporations do not nurture creativity!” Instead, pro forma rules and guidelines have become perfunctory because ... “that’s the way we’ve always done things.”

As the competition increases and more people angle for the spotlight, you need to delve back into your repressed imagination and forget a box ever existed. Your future success depends on it!

1. Incorporate creative, smart thinking in everything you do. Turn up the creative volume and get those amps of juices flowing. A few years ago I took an Improv class, which not only helped with “being in the moment” and paying attention, but forced me to be quick on my feet and responsive to que’s thrown my way. Aside from the sore stomach I got from laughing for two-hours straight with Shawn Westfall leading the weekly class through hilarious scenarios, I emerged with a new perspective and way of thinking. Find something that inspires you to step outside of your comfort zone and embrace new ideas.

2. Offer alternatives. Stop sending just press releases for that non-announcement. Propose a Webinar, Podcast, Event or Web/Blog Feature and identify new ways to promote and bring attention to your client through valuable, interactive opportunities with the audience that matters – your client’s advocates. Don’t send another generic, boring pitch (such as an “Oh Really?” press release about press releases) - look at it from anther perspective. What’s different about this event, announcement or study? Why should the reporter/blogger care? How is this different? What’s the “SO WHAT?” factor? Ask the right questions and you’ll get the right hook (the creative “angle,” not the debilitating Mike Tyson-like punch to your idea).

3. Look for opportunities to shine. As mentioned previously, don’t just “do” assignments, actively participate. Step away from the computer and get in front of your client. Be proactive and take the initiative before being asked. Imagine the startled look on her face when you go to her and ask, “How can I help make things easier for you?” Get yourself immersed and involved with discussions about strategy and goals. Bring information to your client’s attention that she was not aware of. Show your gumption, not your wavering hesitation. The more you know and get involved, the more ammunition you’ll have for your imaginative mojo. Get it fired up!

4. Engage with other Creative’s. Support groups work because they bring people together with like interests and/or problems and, well, we all like commiserating with others we think hope understand.
   
   
   
   
   • Twitter – to some extent – is a quasi support group, where you can follow others you identify with, stay on top of trends and share information about what’s happening in the world of PR. Set up a PR/MKTG/CREATIVE Twitter list and monitor, engage and interact.
   • Blogs can help to inspire and motivate you to try new things and incorporate new ideas into your day-to-day activities. If you haven’t already established a list of Blogs to follow, it’s about time you got that list started.
   • Local organizations are all around us to tap into and are great ways to network and share with others that have similar interests. I’ve gotten involved with iMAGINE Alexandria, a consortium working together to brand the City of Alexandria as an anchor to organizations specializing in design and creativity. And, I’ve recently joined the ReadySetDC Facebook group, a collection of creative projects aimed at creating awareness of everything amazing in DC. Take a look around and you’ll surely find comparable groups in your area.
     
   
   
   

5. Make sure measurement is part of your vocabulary. Being creative doesn’t mean drawing with a blindfold on. It’s using your noggin’ to think of something new and unique that, once implemented, can be monitored and tracked. Don’t fall into the ‘placement trap,’ such as this Forbes article, which equates measurement to monitoring placements. It’s much more than that and you need to be smart about your metrics, systems for tracking and reporting. How can you win a gold medal if you don’t have someone coaching you, tracking your pace, monitoring your speed in relation to your competitors, and, of course, at the finish line with a stopwatch to capture your record-breaking feat? You need to think of that finish line and figure out how to turn creative concepts into winning initiatives that generates interest, insights emotions and prompts action. Every time; and with everything you propose. (Remember: Results without a purpose just don’t matter!)

If you’re still not convinced that “out of box thinking” is a tired, antiquated phrase worthy of last year’s memory box, have a look at Joseph Pelling’s video (Winner of the Digital Artist Awards 2009 animation category), which might just get you to incorporate smart thinking into everything you do:

Thinking outside the box:

outside the box from joseph Pelling on Vimeo.

http://vimeo.com/5225011