WHY BOOK A THINK INSIDE THE BOX SESSION?
THERE’S ALREADY ENOUGH PRESSURE IN THE WORK PLACE. Repeatedly urging people to “think outside of the box” can be just another stressor because it suggests we’re supposed to forget what we know, abandon what we’ve done, disregard our impulses and reach into the air to grab an idea out nothingness. That’s magic, not the creative process. And it has contributed to a sense that there is a mystical process that has room only for the gifted and leaves “normal” people out.
Over the past decade or so I’ve been consumed with studying the creative process and creative people. I’ve tried different things in my own work, and I’ve observed the difference a practical approach can make. Think Inside The Box is a philosophy that I offer to organizations in the form of keynote presentations, training sessions, and facilitation engagements. In other words, I talk about it, teach it, and use it to lead structured brainstorms.
The premise is simple
Ideas are the result of new combinations of existing elements. To create ideas we need to use a variety of techniques to help us identify, break and create patterns between existing elements. We can know only what we know. And we can use only what we have. Think Inside The Box is based on using questions to access what we know and have to create new combinations. It’s not mystical. It’s not silly. It’s not only for the innately talented. It’s simply an approach that works and that anyone can participate in and be productive with.
The approach is effective
The Think Inside The Box approach ensures three things:
- Traction: “Warm up” time is minimized; getting started is easier
- Participation: Everyone contributes; no one voice dominates
- Productivity: Output is high and relevant
The take-aways are practical
Some of the new things participants in Think Inside The Box sessions will walk away understanding and using right away include:
- The three basic principles of the creative process
- How to embrace the five naturally-occurring steps in the creative process
- Techniques for framing brainstorm questions that identify, break and create patterns that lead to ideas
- The one question it doesn’t pay to ask, but that almost everyone does
- Why to separate the brief from the brainstorm and strategies from tactics
- How to involve everyone in ideation
- Why what you already know is enough
- What it means to live a life of ideas
Think Inside The Box is different
Unlike the typical way organizations approach the creative process, Think Inside The Box is highly structured in order to create focus, momentum and maximum fodder for ideas. At the same time it allows tremendous freedom in the range and nature in the resulting ideas themselves. It’s a counterintuitive approach that takes the pressure off of people to feel like they have to perform idea “magic.”
Think Inside The Box is based on proven thinking and techniques that have emerged over the past 50 years or so. In fact, the Think Inside The Box approach itselfis a demonstration of the notion that new ideas are combinations of existing elements. Its origins are in the writings of James Webb Young, a prominent advertising man in the 1950s. It is heavily influenced by the original brainstorming concepts of Alex Osborn – much misunderstood and misquoted today. (He never suggested “There’s no such thing as a bad idea …”) It draws from the experiences of creative forces as diverse as Albert Einstein and modern dance choreographer Twyla Tharp. And it is road tested in my work with an array of clients at Fleishman-Hillard.
Think Inside The Box is dynamic, visual, and fun
As a presentation, Think Inside The Box uses video clips and a range of anecdotes, research, examples and illustrations from science, music, business and pop culture. Because it isn’t based in any one industry or business, it is relevant to virtually any organization seeking to better understand and apply the creative process. It is fast-paced and densely packed with thought-provoking ideas. It is a mix of the theoretical and the practical. I try to put forward the concept in such a way that people have a new way of thinking about the creative process, and then I give them specific things to try in their own work to make that concept productive. For live audio excerpts from some of my presentations, click here.
Think Inside The Box is relevant in nearly any situation
- Communications staff retreats and professional development
- Organizational trainings
- Industry conferences keynotes and presentations
- PRSA, IABC and other communications profession meetings
- Working sessions and structured brainstorms
Think Inside The Box is a hit
“John is one of the most accomplished presenters in his field. His presentation was filled with surprising insights and delivered with a fine balance of poise and passion. John was lively and entertaining while providing valuable, thought-provoking content. He was a hit at our conference.”
Mark Klein, Vice President, Corporate Communications and Marketing
Catholic Healthcare West
“Everyone loved you!”
Michelle Davis, Executive Director, Council on Philanthropy
Philanthropy Midwest Conference
“John Armato’s ‘Think Inside the Box’ presentation was not only informative but engaging and very entertaining. His training session received kudos from staff at all levels and disciplines. He provided clear direction for conducting productive brainstorming sessions, and the guidelines and processes he provided have already helped drive more fruitful idea generation across our organization.”
Lydia Canizares, EVP Group Marketing and Talent Officer
Healthcare Consultancy Group, New York
“John’s process created a space where creativity and logic could come together. The result was great ideas we could actually put into action.”
Mark Siegel, Executive Director, Media Relations
AT&T’s wireless unit (speaking of brainstorm for the launch of the iPhone)
For more testimonials, click here.
To contact me about a Think Inside the Box presentation, training or facilatation, click here.
