必须要做的创造力测试.pdfVIP

No 1. The samurai intuition test Listen to your instant emotional reaction to an idea. Notice what your gut says before your brain starts rationally constructing an opinion. Intuition is extremely powerful and frequently our initial gut reactions to an idea are correct – so use them. After all, a positive, emotional gut reaction to our comms is precisely what we want from our audience. The samurai believed that every decision, no matter how important, should be made within three breaths. What did you think of the idea after three breaths? 将军直觉测试 重视你听到这个创意的时候你当下的情感反应是什么。在你脑子转起来试图捋顺或组织这个 创意之前，请先注意一下你肚子里的直觉。直觉有着强大的力量并且在大部分时候，第一反 应很正确，所以，好好利用你的直觉。一个积极的，富有情感的第一反应对我们来说正是我 们想要从观众那获取的东西。将军们相信他们的每一个决定，不论多重要的，都应该在喘三 口气的时间内做决定。 No 2. The Chinese meal test Conversely, also pay attention to what sticks in your brain long after the meeting. Some ideas can be like a Chinese meal – filling at the time, but you’re hungry half an hour later. Which ideas give you indigestion? Which ones won’t leave you alone? When you tell someone about the ideas, which ones do you remember most clearly? The reason why many people need to “sleep on it” after a presentation of ideas is that some distance helps you to discover which ideas refuse to be forgotten, and they are exactly the ones you want. 中国菜测试 相反的，同样注意一下会议结束后还一直停在你脑海中的东西。 有些创意就像中国菜一样，当时让你觉得很饱，但你过一会就又饿了。 哪些创意会让你消化不良？有哪些创意不总是挥之不去？当你要告诉别人什么事情的时候， 哪些在你脑海中印象最清晰？这也是有些人必须在陈述完创意后睡一觉起来后才来能决定 这个创意好坏的原因，时间会帮助你发现那些过目不忘的创意，那些正是你要的创意。 No 3. The irritation test Does the idea piss you off? Do you actively dislike it? Do you feel like there’s something wrong with it? Often it’s the ideas that at first make us really uncomfortable that are the true game changers. An idea that irritates, that rubs you up the wrong way, that seems like precisely the wrong way of answering the brief can be the most powerful and successful one you’ve got. 刺激测试 有没有哪些创意会激怒你？你是真的不喜欢吗？你是不是