Here is the latest article from Mickael Merry Crooks, a 23 year advertising veteran in the US and a devoted writer of our BLOG!
Come on Michael, please us one more time!!!
You know that guy that comes up with an idea that causes you to roll your eyes ? I’m that guy. I’ve caused more eyes to roll than a potato farmer.
I recently caused an eye-rolling episode for a local florist . I was holding a huge, soft rubber fist that serves the promotional market as a 20oz beverage holder, primarily in sports settings. I said, “What do you think, Jim? It’s the Fistful of Flowers bouquet.”
He rolled his eyes. His wife rolled her eyes. Why? Because, in their mind, flowers go in vases and baskets — not in big fists. After some prodding, they agreed to put arrangements in the fist. Suddenly, they realized the marketing value of themed arrangements and their ability to appeal to specific circumstances and situations in people’s lives. This insight will help separate them from the rest of the florists in town.
Often my ideas are initially outside of people’s comfort zone because I employ “Use Re-Invention” thinking. I simply reinvent how something is used. For instance, if I say, “Hey, let’s put this tire on the car” you’d probably go along with it. But what if I say, “Hey, let’s use this tire to grow potatoes.” You may roll your eyes, even after I tell you that I know it works — because I’ve done it!…