Digging For The Bone: How to Jumpstart Creative Thinking

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How do you increase your likelihood of coming up with brilliant, creative ideas? What's the magic? "Digging for the Bone" reveals the most powerful way to jumpstart your thinking so you can unearth killer ideas. For advertising creatives or anyone charged with developing creative solutions. By Mark Simon Burk, professor New York's School of Visual Arts.

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  • Mark Simon Burk Twitter: @BRANDnv SVA Course: (How to Do) Killer WorkDigging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk great ideasin advertising? whats it like coming up with...
  • Digging for the Bone 2014 Mark Simon Burk great ideaswhen problem-solving? in advertising? whats it like coming up with...
  • Digging for the Bone 2014 Mark Simon Burk great ideas whats it like coming up with... when brain-storming new approaches? when problem-solving? in advertising?
  • great question! Digging for the Bone 2014 Mark Simon Burk
  • creativity is not a magical thing that just happens. great question! Digging for the Bone 2014 Mark Simon Burk
  • Heres my analogy Digging for the Bone 2014 Mark Simon Burk
  • dog youre a Its like Digging for the Bone 2014 Mark Simon Burk
  • (but more like a human dog) dog youre a Its like Digging for the Bone 2014 Mark Simon Burk
  • cartoon. You know, Like that one in the RUH?!Digging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk notOnly that one because I couldnt get the rights.
  • And youre digging for bones in the yard Digging for the Bone 2014 Mark Simon Burk
  • are ideas = bones Only the Digging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk And the yard youre digging in...
  • central park! Is the size of Digging for the Bone 2014 Mark Simon Burk
  • NO IDEA And, you have Where in this yard the bones are buried. ? Digging for the Bone 2014 Mark Simon Burk
  • NO IDEA Not only that, you have Digging for the Bone 2014 Mark Simon Burk How deep the bones are buried.
  • Some are tucked just a below few feet Digging for the Bone 2014 Mark Simon Burk
  • And some bones are 20 feet underground deepDigging for the Bone 2014 Mark Simon Burk
  • And if you want one of those bones, theres only one thing to do... Digging for the Bone 2014 Mark Simon Burk
  • And if you want one of those bones, iggin Digging for the Bone 2014 Mark Simon Burk theres only one thing to do...
  • anywhere iggin Digging for the Bone 2014 Mark Simon Burk
  • place shovel in ground doesnt matter Digging for the Bone 2014 Mark Simon Burk
  • dig dig So you and you Digging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk And for a whileNo bones.
  • And for a whileNo bones. But you give up.dontDigging for the Bone 2014 Mark Simon Burk
  • You plant your shovel into the ground in as many different places as possible. Digging for the Bone 2014 Mark Simon Burk
  • Until... Digging for the Bone 2014 Mark Simon Burk You plant your shovel into the ground in as many different places as possible.
  • Digging for the Bone 2014 Mark Simon Burk
  • You find your first Digging for the Bone 2014 Mark Simon Burk
  • bone Youre excited! Its your first Digging for the Bone 2014 Mark Simon Burk
  • bone Youre excited! Its your first You pull it from the ground. But as you hold it up for all to see... Digging for the Bone 2014 Mark Simon Burk
  • It crumbles to dust right in your hand. Digging for the Bone 2014 Mark Simon Burk
  • Why? The truth is, 99% of the first ideas youll come up with are garbage Digging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk Digging for the Bone 2014 Mark Simon Burk You gotta dig past all those run-of-the-mill ideas, obvious analogies and awful puns. But thats okay. Enjoy it!
  • Thats how you get to something Digging for the Bone 2014 Mark Simon Burk
  • special Thats how you get to something Digging for the Bone 2014 Mark Simon Burk
  • Well, you still have no bone. (bummer) ?! Digging for the Bone 2014 Mark Simon Burk
  • So what do you do? ?! (bummer) Digging for the Bone 2014 Mark Simon Burk Well, you still have no bone.
  • You pick up your shovel and you keep on Digging for the Bone 2014 Mark Simon Burk digging
  • And all the while youre never sure whether you should keep where you are, or stop and go dig somewhere else for ideas. Digging for the Bone 2014 Mark Simon Burk digging
  • just 3 inches below Because maybe that huge idea youre searching for is where youre thinking right now. Digging for the Bone 2014 Mark Simon Burk
  • And its why you sometimes go back to a hole youd been digging before, because now you have a hunch. Digging for the Bone 2014 Mark Simon Burk
  • Almost as if youd been given a glimpse of some x x x secret hidden bone map Translation:You revisit an idea youd dug up earlier, because now you have a better understanding of the problem or Digging for the Bone 2014 Mark Simon Burk
  • Translation:You revisit an idea youd dug up earlier, because now you have a better understanding of the problem or Almost as if youd been given a glimpse of some youve uncovered an insight into your customers behavior or... secret hidden bone map x x x Digging for the Bone 2014 Mark Simon Burk
  • you found a new way into the problem by Could be because of happy accident. Digging for the Bone 2014 Mark Simon Burk
  • Could be because of a conversation you overheard on the subway or a song lyric that hits you. happy accident. you found a new way into the problem by Digging for the Bone 2014 Mark Simon Burk
  • dig digAnd so you continue to and Digging for the Bone 2014 Mark Simon Burk
  • and then... dig digAnd so you continue to and Digging for the Bone 2014 Mark Simon Burk Digging for the Bone 2014 Mark Simon Burk
  • You hit something! Digging for the Bone 2014 Mark Simon Burk
  • You hit something! A rock? No. How many times have you hit a rock before that you hoped was a bone? Digging for the Bone 2014 Mark Simon Burk
  • No. This sounds Digging for the Bone 2014 Mark Simon Burk
  • You dig around it, and beholdit really is a bone! Digging for the Bone 2014 Mark Simon Burk
  • And remembering how easily the first one crumbled, You take it out gently and brush it off with your bone brushDigging for the Bone 2014 Mark Simon Burk
  • This one doesnt crumble. woohoo! and whaddaya know! Digging for the Bone 2014 Mark Simon Burk
  • Translation: The idea that you had at 2 in the morning... illusion? Digging for the Bone 2014 Mark Simon Burk
  • Still seems pretty damn good at 7AM. reality Digging for the Bone 2014 Mark Simon Burk
  • and you tuck it into your bone pouch. And youre very excited about this bone so you carefully wrap it up in a linen cloth Digging for the Bone 2014 Mark Simon Burk
  • idea person But if youre a real heres what you do next: Digging for the Bone 2014 Mark Simon Burk
  • hove You pick up your and you get back to your digging because now youre hungry for more bones. Digging for the Bone 2014 Mark Simon Burk
  • GOODat this bone-finding thing. And after a while, you start getting pretty Digging for the Bone 2014 Mark Simon Burk
  • Good enough, that your bone bag is filling up with all kinds of bones. In fact, youre getting so good at it, that one day when you stop for a break Digging for the Bone 2014 Mark Simon Burk
  • nwrayou that first real bone you found, which youd swaddled in linen... Digging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk And you cant believe it! HUH?!
  • HUH?!Turning it over in your hands, you say to yourself... Digging for the Bone 2014 Mark Simon Burk And you cant believe it!
  • I thought this was a good idea?! seriously? Digging for the Bone 2014 Mark Simon Burk
  • what was i thinking?!Digging for the Bone 2014 Mark Simon Burk
  • Because since that Youve found first bone much more insightful bones, funnier bones, more thoughtful bones. Digging for the Bone 2014 Mark Simon Burk
  • And then you do something very BOLD Because since that Youve found first bone much more insightful bones, funnier bones, more thoughtful bones. Digging for the Bone 2014 Mark Simon Burk
  • You let that bone roll out of your hand and to the ground fall Digging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk
  • When it hits the earth it s plin erstinto a hundred pieces. Digging for the Bone 2014 Mark Simon Burk
  • There are others who see this happen. And they cant believe that you They thought what you had was a pretty good idea! dropped iDigging for the Bone 2014 Mark Simon Burk
  • socavalier! Digging for the Bone 2014 Mark Simon Burk
  • But now you know better. You know it socavalier! wasntsuch a great bone after all. Digging for the Bone 2014 Mark Simon Burk
  • And so, you get back on your feet, and you continue digging through the day Digging for the Bone 2014 Mark Simon Burk
  • And into the night Digging for the Bone 2014 Mark Simon Burk
  • And through the next days heat day Digging for the Bone 2014 Mark Simon Burk
  • night Digging for the Bone 2014 Mark Simon Burk Until one late night your shovel hits something that sounds different.
  • Digging for the Bone 2014 Mark Simon Burk
  • Not like a rock, but also not like the other bones youve found. WHAA?!Digging for the Bone 2014 Mark Simon Burk
  • You throw down your And get down on your paws and knees and dig around it. shovel Digging for the Bone 2014 Mark Simon Burk
  • Youre excitedas hell! please! xyge Digging for the Bone 2014 Mark Simon Burk
  • You paw around it and finally unearth it. You take out your special bone brush and after a few strokes, Digging for the Bone 2014 Mark Simon Burk
  • you catch your first glintDigging for the Bone 2014 Mark Simon Burk
  • it makes your heart race!Digging for the Bone 2014 Mark Simon Burk
  • And as you lift it from the ground, you think This bone is... this bone has my lord! weight like Ive never felt in a bone before. Digging for the Bone 2014 Mark Simon Burk
  • GOLD. solid Digging for the Bone 2014 Mark Simon Burk
  • Digging for the Bone 2014 Mark Simon Burk GOLD. solid Fully uncovered, this bone...