Chasing the Monster Idea E-Book

Stefan Mumaw

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 240

Veröffentlichungsjahr: 2011

Beschreibung

The latest from the author of the bestselling Caffeine forthe Creative Mind How do you develop solutions that rock? Ones that surpass theirinitial purpose and grab an industry by its throat, turn interestedparties into concept evangelists, and influence behaviors and alterperceptions? Read Chasing the Idea Monster and find out. This fun and insightful book sorts out the hallmarks of amonstrous idea by providing the author's "idea measurement" toolsin the form of seven primary questions to gauge the potential ofany idea. These seven questions are supported by real-worldexamples of ideas that succeeded in winning over their audience, aswell as those that ignored the measurement and failedmiserably. * Features warnings and anecdotes from some of the world's mostprominent creatives, marketing teams, and businessprofessionals * A proven method for determining if an idea will be a "bigidea," or else will die a painful death * Author is a respected industry expert whose Caffeine for theCreative Mind successfully reached an audience both in thecreative community and beyond Want to get a better sense of what makes a successful idea, andhow yours measures up? Start Chasing the Idea Monster andscoring big creative wins today!

Leseprobe

Cntents

Cover

Title Page

Copyright

Dedication

Rule of The Proverbial Thumb

“I have an idea”

Chapter 1: Does it evoke an emotional response?

Chapter 2: Does it create an experience?

Chapter 3: Does it entertain?

Chapter 4: Is it novel?

Chapter 5: Is it authentic?

Chapter 6: Does it tell a story?

Chapter 7: Does it scare you?

The Aftermath

Acknowledgments

Notes

Index

Copyright © 2011 by Stefan Mumaw. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.

Book design by Stefan MumawCover illustration by Von Glitschka

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ISBN 978-0-470-91585-1 (cloth)ISBN 978-1-118-06071-1 (ebk)ISBN 978-1-118-04953-2 (ebk)ISBN 978-1-118-06070-4 (ebk)

Monster idea makers are rare. They lurk in the shadows of mediocrity waiting to break the darkness with deviant concepts and risky ideas. They’re energizing and inspiring, and over the course of my life, they’ve helped form my philosophy on creativity and ideation and encouraged me to continue looking under the bed for what may be waiting.

This book of monsters is dedicated to them: Denise Weyhrich, Eric Chimenti, Wendy Lee Oldfield, Trevor Gerhard, Chris Brown, and Mike Kelly.

Thanks for the scares.

Rule The Proverbial Thumb

Throughout the book, I reference a variety of commercial TV spots and videos as we examine monster and not so monster campaigns. Instead of including flip-book-style drawings in the corners of each chapter, I put links to the spots on the Super Uber Official “Chasing The Monster Idea” Web site. Any time you see the above filmreel icon appear, it will be accompanied by a slash-name denoting where you can see that spot.

For instance, if you ran across this callout within the pages of a chapter:

/RappersDelight

You would be ultra-keen to type in:

www.ChasingTheMonsterIdea.com/RappersDelight

Where, of course, you’d be redirected to video of horrifying marketing relevance.

Carry on.