Creative Blindness (And How To Cure It)

Real-life stories of remarkable creative vision

Dave Trott

• Publisher: Harriman House
• Year: 2019
• eBook ISBN: 9780857197313
• Edition: 1
• Topic: Business
• Subtopic: Consulting
• Index: Business

Creativity is all around us. Not in art galleries. But on the train, at work, in the street outside, and in schools, hospitals and restaurants. Creative vision exists wherever people are.In this entertaining collection of real-life stories, Dave Trott applies his crystal clear lens to define what genuine creative vision looks like. It is problem solving, clarity of thought, seeing what others do not see, and removing complexity to make things as simple as you can.The timeless lessons revealed here can be applied in advertising, business and throughout everyday life. By seeing things differently, you can think differently, and change the world around you.Dave Trott shows you how.

PART 1: CREATIVITY IN UNUSUAL PLACES

CALLING THE PLAY

In 1985, what everyone in Washington DC wanted more than anything was tickets to see the Washington Redskins football team.

That’s why the waiting list for a season ticket was 25 years.

But one cable TV company used the ticket shortage to its advantage.

They sent out invitations to a random list of lucky people, to come to a Washington Redskins game for free.

The recipients couldn’t believe their luck, it was too good to be true.

The invitation was from Flagship International Sports Television, and it was personally signed by the owner, I. M. Detnaw.

It was a luxury event: brunch at the Washington Convention Centre, then a bus to the stadium and the game.

Naturally the lucky winners had to bring ID to prove who they were.

When they arrived it was a party atmosphere: cheering, whooping, high-fives.

They were greeted by skimpily dressed cheerleaders who hugged them.

They were led into the hall by ushers in tuxedos, and team mascots: Chickens and Redskins.

Finally, they were addressed from the stage by the Head of Marketing.

He said, “Ladies and Gentlemen, we’ve got a special surprise for you today. You’re all under arrest. Get down on the floor, now.”

Then the doors burst open and dozens of armed police rushed in with shotguns.

They handcuffed every one of the winners while they were lying on the floor.

The entire event had been a sting operation.

Unknown to each other, all the people who had been invited were fugitives from the law.

All the staff were either police officers or US Marshals.

From the smiling ushers in tuxedos, to the team mascots, to the cheerleaders.

In fact, the cheerleaders who hugged them were actually female US Marshals patting them down for weapons.

It was amazing no one suspected anything, it was amazing the fugitives turned up.

But the lure of free tickets to the Washington Redskins overrode caution.

The head detective said it was apparent when the fugitives phoned beforehand.

The operators told them “You have to come along and bring ID, otherwise we give your ticket to the next person in line.”

And all the fugitives said, “You ain’t giving my ticket away. I’ll be there.”

The head of the operation told his men that maintaining the pretence was everything: “We don’t normally smile at bad guys, but today we have to kill them with smiles.”

That day, the police made 119 arrests, and got 101 convictions: murderers, robbers, violent criminals, rapists.

And the cost of the entire operation was just $22,000.

Whereas the police often spend millions of dollars to catch a single high-profile fugitive.

The police and the US Marshals themselves even had fun with the operation.

The name of the fictional cable company was Flagship International Sports Television.

Which was the initials of the police group: F.I.S.T. – Fugitive Investigative Strike Team.

The name of the executive that signed the invitations was I. M. Detnaw.

An anagram of I. M. Wanted.

As the head of the operation said, “A sting operation is a safe way to arrest fugitives: they’re not prepared – their minds are diverted, they’re in a festive mood.”

The head of the operation was made NYC Police Commissioner under Mayor Giuliani.

The whole operation is an example for us of the first rule of real creativity.

And police work is just like any other creative activity.

We must always remember, it’s never just about understanding the job.

It’s always about understanding people.

WHEN THE PROBLEM IS THE OPPORTUNITY

Dixon Chibanda is one of only twe...

Table of contents

• CONTENTS
• ALSO BY DAVE TROTT
• ABOUT THE AUTHOR
• INTRODUCTION: CORKSCREW THINKING
• PART 1: CREATIVITY IN UNUSUAL PLACES
• CALLING THE PLAY
• WHEN THE PROBLEM IS THE OPPORTUNITY
• MOVE THE PROBLEM UP THE LIST
• KILLING TWO BIRDS WITH ONE STONER
• TWO MINUSES CAN MAKE A PLUS
• HISTORY IS THE FUTURE
• MAKE FEAR YOUR FRIEND
• THE TRICK IS THE TREAT
• THE PREDATORY ALGORITHM
• IF YOU CAN’T STOP IT, STEER IT
• SNIFFING OUT THE PROBLEM
• PART 2: CREATIVE COMMUNICATION
• PLAY THE HAND YOU’RE DEALT
• THE NAKED TRUTH
• REALITY IS INSIDE OUT
• OUR JOB ISN’T A SUMMARY
• COMPARED TO WATT?
• HAVE IT CROP UP AS AN OPPORTUNITY
• COMMON SENSE BEATS BRAINS
• WHO OWNS LANGUAGE?
• BREXIT AND BEHAVIOURAL ECONOMICS
• PART 3: CREATIVE IMPACT
• WHO’S A NAUGHTY BOY THEN?
• SHOW DON’T TELL
• UNFRIENDLY FIRE
• THE WRONG CRITERION
• REASON IS EMOTION
• ADVERTISING IS BOLLOCKS
• BECAUSE YOU’RE WORTH IT
• REAL DISRUPTION IS UNCOMFORTABLE
• CREATIVE THINKING IN SPACE
• A KERNEL OF TRUTH
• SIMPLE IS HARDER THAN COMPLICATED
• PART 4: PRACTICAL CREATIVITY
• TRIAGE THINKING
• PARETO WITH FRIES
• PROBLEMS ARE THERE TO BE SOLVED
• THE ANSWER IS, IT DEPENDS
• SUCK ON THAT
• LOSERS VERSUS WINNERS
• CHANGE THE GAME
• YOU CAN’T CHANGE THINGS WITHOUT CHANGING THEM
• DATA CAN’T THINK
• THINKING ON THE FLY
• WHY DRESSING UP IS IMPORTANT
• JUST SCORE ONE GOAL
• MISS SHILLING’S ORIFICE
• WHEN MARKETING IS CREATIVITY
• PART 5: CREATIVE SURPRISES
• BACKFIRE
• BOYS WITH TOYS
• HOLD ON A MINUTE
• CREATIVITY TAKES GUTS
• A CREATIVE DISASTER
• JESUS H. CHRIST
• THE POWER OF IGNORANCE
• DATA IS A BURNING ISSUE
• WATER BOMB
• THE CHAIRMAN’S WIFE SYNDROME
• PART 6: CREATIVE ILLUSIONS
• UNREQUITED LOVE
• WE MUST BE SEEN TO BE SEEN
• GOING APESHIT
• WHERE ARE OUR MANNERS?
• WHEN IT’S INSANE TO BE SANE
• CLUE TIP
• THE NOT-SO-GREAT TRAIN ROBBERY
• STRATEGY IS SACRIFICE
• WINNING BY A WHISKER
• PART 7: CREATIVITY IN REAL LIFE
• PLACEBO ADVERTISING
• UP THE WALL
• WHAT ARE THE ODDS?
• LOSING YOUR MARBLES
• HOW ADVERTISING GOES VIRAL
• SIMPLE DOESN’T LIE
• FUN BEATS DATA
• IDIOT’S GUIDE TO TECHNOLOGY
• IT’S ALL DOWN TO HEURISTICS, GUV
• I ONLY WANT TO PLAY IF I WIN