Marketing Red Belt  ## Metadata - Author: [[Christopher Penn]] | [[3. Resources/Authors/Christopher Penn|Christopher Penn]] - Full Title: Marketing Red Belt - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B00HP4592S) - Document Tags: [[Marketing]] ## Document Notes ## Highlights - Most of the disdain for content marketing and social media comes from the fact that many businesses lack creative people to make great content, or even good content, ([Location 36](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=36)) - we can grow the creativity of the people that we already have. ([Location 89](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=89)) - We work in an age when everyone is a publisher, when everyone is the media, when everyone can make media and thus everyone does make media - and we are swimming in an ocean of mediocrity. ([Location 92](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=92)) - Explicit knowledge is rule-based, rational, linear, verbal knowledge, while implicit knowledge is holistic, symbolic, intuitive, instinctive, non-verbal knowledge ([Location 105](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=105)) - explicit knowledge is the information in a cookbook. ([Location 107](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=107)) - Implicit knowledge is the information and experience in master chef's head after decades of practice. ([Location 107](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=107)) - Knowing what to use at which point in the creative process will help us maximize our creative results. ([Location 108](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=108)) - The preparation stage is one in which we load up the brain with all the information it needs to be creative, from past examples, to theories, to ideas, to imagery, to music. ([Location 195](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=195)) - The inspiration stage is one in which we create ideas. ([Location 198](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=198)) - The incubation stage is when we rest from the idea creation exercises. ([Location 200](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=200)) - The final stage, verification, is when our ideas are put to the test to see if they work. ([Location 202](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=202)) - The preparation phase is entirely about loading up our brains with explicit knowledge, setting the stage for creativity. ([Location 205](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=205)) - Preparing your mind for creative thinking requires two things: time and materials ([Location 210](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=210)) - To feed your creativity, you need time to load up your brain with explicit knowledge, data, and information. ([Location 211](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=211)) - subscribe to as many blogs as you can scan and read as practical ([Location 220](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=220)) - avoid using recommendation engines until you’ve got all of the feeds in the app of your choice that you can. ([Location 226](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=226)) - go to real world cultural centers like art museums, performances, etc. to put different kinds of media in your brain. ([Location 230](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=230)) - focus on a diverse list of starting books that are written by experts in their fields ([Location 234](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=234)) - Be sure to get reading that goes outside the scope of your professional industry so that you are exposed to as many different schools of thought and ideas as possible. ([Location 235](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=235)) - create specific lists of people you want to follow on social media ([Location 240](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=240)) - Fifth, I recommend keeping what’s known as a swipe file. ([Location 243](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=243)) - A swipe file is a collection of stuff that has worked, arranged in such a way to inspire you and give you future ideas. ([Location 244](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=244)) - What happens one step before or after the core headline - what's its impact? ([Location 269](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=269)) - That title is significantly more provocative, which garners much more attention. ([Location 278](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=278)) - these lateral thinking ideas, such as Google Correlate and Google Trends. ([Location 282](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=282)) - That in turn gives me additional topics and ideas I can leverage in my own idea creation. ([Location 286](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=286)) - In return, we would use our same audience generating skills and capabilities to help build attention and interest for his conference, VON Europe. ([Location 308](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=308)) - One of the most powerful ways to come up with great ideas is to port them, a term that comes from computer programming. ([Location 312](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=312)) - That's what I'd call a marketing cooldown - the time you need to let a marketing tool or ability rest and let your audience reset so that you don't suffer diminishing returns. ([Location 327](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=327)) - Today, you don’t have to be exposed to contrary ideas at all. ([Location 348](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=348)) - There was one article that they published about the best time to tweet that set me off something fierce. I ended up writing one of the most popular blog posts10 I’ve ever written, that there is no best time to tweet. ([Location 357](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=357)) - Intentional conflict helped create ideas with a ferocity and passion that would not have existed without the conflict. ([Location 359](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=359)) - When you expose yourself to conflicting viewpoints with your own perspective, it stimulates your brain to argue, to push back, to come up with evidence, reasons, ideas why what you're consuming is wrong from your point of view. ([Location 367](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=367)) - Your brain can't help but argue, and when it does, the ideas will flow. ([Location 370](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=370)) - Feel free to use something like this query on Wolfram Alpha if you need help being random12. ([Location 383](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=383)) - Flickr Creative Commons Commercial Use pool13 and look at the top 100 most recent photos. ([Location 384](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=384)) - The incubation phase is one in which we focus on nurturing the implicit knowledge processing happening in our brains. ([Location 405](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=405)) - One process is called remote association, in which your brain looks back at its catalog of memory and knowledge from your past. ([Location 412](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=412)) - deletion allows your implicit mind to forget the things that were not helping you, the pursuit of strategies that were ineffective, or even details and facts that were not relevant to the problem at hand. ([Location 421](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=421)) - Focus on tasks that are nonverbal ([Location 426](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=426)) - The first phase takes any results from the incubation phase, any insights or ideas, and reintegrates those insights with the ideas from the inspiration phase. ([Location 434](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=434)) - In the second phase of the verification process, ideas are presented to the group at large. ([Location 441](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=441)) - Having processes which allow members to anonymously veto ideas is a way for bypassing group dynamics in order to kill off ideas that are not strong enough. ([Location 457](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=457)) - One example of a mechanism to do this is with anonymous SMS text polling. ([Location 458](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=458)) - In the Torrance Tests of Creative Thinking, fluency, flexibility, originality, and elaboration are the ways to measure creative output. ([Location 497](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=497)) - Fluency is a question of volume. How many ideas were created in a given period of time? This is a raw quantitative metric that does not look at the quality of any particular idea, just how much volume was created. ([Location 498](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=498)) - Flexibility is the second measure  and is a question of diversity; it determines how categorically diverse a set of ideas is. ([Location 501](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=501)) - Originality is the third measure and it determines how original, unique, and rare any given idea is. ([Location 504](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=504)) - Elaboration is the fourth measure of how creative an idea is, as a function of how elaborate or detailed the idea is. ([Location 509](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=509)) - numbers for each of the four metrics. How many ideas were created? That's your fluency measure. ([Location 517](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=517)) - How many categories of ideas were created? That's your flexibility measurement. ([Location 517](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=517)) - How original were your ideas? That's your originality measurement. ([Location 518](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=518)) - How detailed were your ideas? That's your elaboration measurement. ([Location 518](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=518)) - The goal over time is for each creativity session to have increases in each of the numbers. ([Location 519](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=519)) - we have an editorial process or an editorial calendar that is too rigid, then we will not subconsciously allow ourselves to use as many resources possible, because the time constraints will weigh on us. ([Location 533](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=533)) - Every person has a favorite way of enjoying it that works best for them ([Location 545](https://readwise.io/to_kindle?action=open&asin=B00HP4592S&location=545)) ## Related by Author - [[3. Resources/Readwise/Books/AI for Marketers|AI for Marketers]] - [[3. Resources/Readwise/Books/Marketing Blue Belt|Marketing Blue Belt]] ## Related - [[3. 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