The Best Ideas - breakfast with Seth Godin

Seth Godin requires no introduction. I happily subscribe to his words of wisdom and creative inspiration that are sent every day, rain, snow or sun. You can too. This little pearl was delivered into my inbox this morning. I read it while munching on my Raisin Bran with bananas and a sipping a cup of (Starbucks French Roast) coffee. I thought I would share it you.

"Do you often find ideas that change everything in a windowless conference room, with bottled water on the side table and a circle of critics and skeptics wearing suits looking at you as the clock ticks down to the 60 minutes allocated for this meeting?

If not, then why do you keep looking for them there?

The best ideas come out of the corner of our eye, the edge of our consciousness, in a flash. They are the result of misdirection and random collisions, not a grinding corporate onslaught. And yet we waste billions of dollars in time looking for them where they're not.

A practical tip: buy a big box of real wooden blocks. Write a key factor/asset/strategy on each block in big letters. Play with the blocks. Build concrete things out of non-concrete concepts. Uninvite the devil's advocate, since the devil doesn't need one, he's doing fine.

Have fun. Why not? It works".

Isn't that the greatest idea! I wonder if this would work in a group setting. Often I find that these collisions and new ideas come from getting a group of people together from different functions and backgrounds to look at an issue or opportunity.

Feel free to share your most effective techniques on generating good ideas.

PARK(ing) Day - challenges assumptions and sparks new conversations

September 18 is PARK (ing) Day. In cities around the world parking spots were “reclaimed” and transformed into public parks and social spaces. The annual event is all about bringing awareness and starting a provocative conversation on how urban public space is allocated and used. Started in 2005 by Rebar, an art and design studio based in San Francisco - a city where up to 70% of the downtown’s outdoor space is dedicated to the vehicle, while only a fraction of that space is allocated to the public realm.

As the group says “PARK(ing) Day challenges people to rethink the way streets are used and reinforces the need for broad-based changes to urban infrastructure”. "In urban centers around the world, inexpensive curbside parking results in increased traffic, wasted fuel and more pollution," says Rebar's Matthew Passmore. "The strategies that generated these conditions are not sustainable, nor do they promote a healthy, vibrant urban human habitat. PARK(ing) Day is about re-imagining the possibilities of the metropolitan landscape."

This very same question was pondered in 100 cities over four continents yesterday as artists, activists and citizens transformed metered parking spaces into public parks for a day. Over the four years of PARK(ing) Day, the conversation has extended to broader urban issues from public parks to free health clinics, from art galleries to demonstration gardens. PARK(ing) Day participants have claimed the metered parking space as a rich new territory for creative experimentation, activism, socializing and play.

While participation is focused on not-for-profit organizations, there are some commercial enterprises that did participate - businesses driven by a mission to change the world by offering earth friendly alternatives to common needs. One of these common needs is transportation. In Seattle, a “coalition” of transport groups leveraged the event to make people aware of alternatives to owning a car and promoting a healthier lifestyle. Living in the Pacific Northwest is all about access to the mountains. Zipcar was on hand to promote, in a very low key way, their solution as an alternatives to car ownership.

A two year old non-profit undriving.org, was also out promoting the “undriver license”. Their goal is to reduce car use on the planet and saw the event as a way to playfully interrupt people’s assumptions and inspire them to think about other car-less options.

This is a great example of how genius can be found by re-imagining the obvious and challenging common assumptions. It’s also a wonderful example of guerilla marketing.

Whether you are a non profit or commercial venture, how can you rethink the commonplace into something that innovates or sparks conversations about your brand, mission or cause?

Attention small business owners - this book is for you.

All You Need is A Good Idea, a new book written by Jay H. Heyman. Reviewed by Karin Koonings of The Essential Orange as part of the Post2Post Book Tour


How many times have you thought…..how can I build my business more effectively? Should I advertise on the radio? Should I do a direct-mail campaign? Or is an email campaign more cost effective? Have you often hired an ad agency or “marketing guy” and wondered….is this ad going to do it for me? How do you evaluate if it’s a really good piece of communication? Or are you guilty of telling your agency to add yet another key message to the perfect ad they’ve presented...?

To create marketing messages that actually get results, all you need is a good idea - and that truly is the key takeaway of Jay Heyman’s book. Entrepreneurs often have good product ideas – but a good idea without an effective marketing message or strategy is dead in the water.

What I love about this book is that it is written in a very conversational style, yet, the thinking is grounded in classical marketing strategy. The author gives real-life examples and tips that are very practical and don’t require large budgets. It’s an easy and entertaining read and unlike many business books, the ideas actually stick.

One of my favourite examples in the book of a good idea is of a New York sightseeing company that uses double-decker buses. Instead of the traditional red, the buses are painted yellow and black to resemble a New York taxi. A simple yet creative idea that made this tour company stand out from their competition.

Heyman’s whole mission is to give business owners the confidence to create or evaluate good ideas so they get sales results. Good ideas are fresh, often taking something familiar and giving it a new twist, something unexpected yet relevant. Good ideas differentiate and build a brand and also have the strength to carry a campaign. They have the power to make you smile and they are single-minded.

If there’s one thing I missed in the book, it was examples or tips on how small business can leverage the digital or social media channel. The success story of Blendtec comes to mind as a great example of a powerful idea well communicated. Nonetheless, this book is a great guide for small business and to prove this out, I thought it would be a good idea to test drive some of Heyman’s suggestions to see how they worked.

Test Driving the Book, Part I - Mythic Paint




I used the print ad evaluation exercise on p 78 and expanded it to create a “creative check-list” incorporating many of the concepts found in the book. I’ve applied the check-list below to the first print ad I found in my October 2008 issue of Dwell magazine which so happened to be for Mythic Paint. Here are my findings:

Could I understand the strategy in the headline?
• Not really unless it was that Mythic Paint was brought to earth by aliens

Was the idea unexpected yet relevant?
• Unexpected yes, relevant to me, not so much

Did it have the power to make me smile?
• It had to power to make me go “huh?” and flip the page

Was the ad single-minded? No
• Mythic Paint = aliens
• Highly durable
• Zero VOCs and zero toxins
• Uncanny combination of beauty and safety
• The world’s only high performance, non-toxic paint
• The legend (what legend?) goes on
• Dumbstruck/frowning woman a definite turn-off

Does the ad help differentiate the brand from competitors? Yes
• It is certainly different, but I’m not convinced that it’s memorable

Is the idea brand building & campaignable?
• Not in my opinion
• The ad does not build credibility or trust to support product claims
• Painting is hard work and there does not seem to be any payoff in the imagery

Test Driving the Book Part II - Safecoat Paint

Let’s look at another paint ad (perhaps it’s a tough category). In the same magazine I found an ad for Safecoat Paint that used one third of a page.

Could I understand the strategy in the headline? Yes
• Breathe easy (no fumes, non toxic)

Was the idea unexpected yet relevant? Yes
• The use of canary (think: coal mine) metaphor was very relevant

Did it have the power to make me smile? Yes
• It recognized my intelligence and gave a twist to the familiar

Was the ad single-minded? Yes
• It’s a safe paint – for you and for the environment
• The certification allows me to trust the product claims
• And hats off to whoever came up with the name and the packaging – it reinforces the message of safe and eco-friendly

Does the ad help differentiate the brand from competitors?
• yes, although I believe there is more opportunity to bring more emotion and energy into the ads


Is the idea brand building and campaignable?
Yes – it definitely has legs.

This exercise shows how “All you need is a Good Idea” can help the small business owner recognize, create and evaluate effective marketing messages.

It's a great book. Well done, Mr. Heyman!

Visit Jay's blog here
Check out more book reviews hosted by Idea Sandbox here