AN ARTICLE FOR THE SAR MARKETING COMMUNICATION ASSOCIATION
EFFECTIVE INVENTING, OR ITERATIVE IDEATION TECHNIQUES
“The world has started to spin very fast, affecting all aspects of our lives, including business and marketing. That’s why we also had to reconsider how to come up with things as efficiently as possible.
If I suggested to my father that he learn to play a computer game, he would probably first ask me to explain everything to him calmly before he even approached the screen. My son, on the other hand, wouldn’t like to listen to anyone that much; he would simply ask me to turn everything on as quickly as possible and try to figure out how things work through trial and error. Only after some time would he begin to ask questions. Who would be right? From the point of view of learning speed, certainly my son.
I work on conceptual work for various types of businesses on a daily basis. With the increasing pace of changes in the market, I have learned that quick creation of concepts and equally fast verification are much more effective than extensive exploration and attempting to develop a single, best solution. Each individual and team sooner or later develops the techniques and rituals that work best for them,” – writes Tomek Bartnik, partner and strategist at One Eleven.