Thinking Outside The Box-y-ness
Can we, as a creative community, step up and coin a less annoying and hackneyed phrase than "think outside the box?" Honestly, how tightly tucked inside this cardboard structure are our minds if we can't find a way to express the expression of our creativity. Let's 'storm ...
Replies to This Discussion
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Permalink Reply by William FitzGerald on -
thinking out side the box; is for anyone who does'nt already pursue the less than obvious concepts or zig when others zag, thinks that a one hour brain storming session is all you need to get an idea.
I think the only people who really use the term are (not be mean to our favorite part of our teams) the Account Crews at our Agencies + the Client who's job its to make sure they are either not "in the red", or To be excited when they are "in the black".
I just like to call it more "progressive thinking"
or don't call it anything and just present the idea.
We need to place more creatives working more closely with the clients & account folks, showing them how being different works not just case studies and competitive direction but how not to follow trends but to take a stand and make waves (not more trends).
Actually stand back / up and say maybe spending this years advertising budget on improving the product. Team up with the client consulting on the problems, teach more than just branding / packaging and really really make a change in there work and product quality and letting it sell it's self (with a bit of help from the agency) - thats a little opposite of what where supposed to be selling but it would work.
less thinking about thinking and more doing. (I sound crazy) ....meh
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Permalink Reply by Jo Cook on -
I agree - the concept lost it's teeth long ago.
I've always enjoyed the word 'muse' and wonder if it might be a concept to build on for this purpose. It's an old word with new possibilities for a hint of fun, creativity, involvement of the senses, as well as a sense of personal import.
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Permalink Reply by Ram on -
Thinking outside the box can be replaced by the word "Disruptive thinking" this concept suits various industries either services or products where an individual/company act as disruptive force among the competitors. Disruptive is being Unique in thinking, strategy and approach. A company might come up as a disruptive force with its new product features or an idea in an advertisement world which would generate brand loyalty or a deal structuring in a contract negotiation with the customer.
Friends, what's your take on this?
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Permalink Reply by philip chudy on -
If one thinks in terms the benefits accruing from disruptive thinking, the slogan 'thinking outside the box' is a fine self fulfilling thing.
The truth may be that most all of us have a seriously diminished capability to think 'inside the box' in the first place.
What a shame!. Communication (that's what we do is it not) is totally dependent on the commonness of concepts (boxes?). So the expression 'thinking outside the box' serves probably more as a cop out- - a cover for the 'thrival' and survival of most of us 'less than adequates'.
Probably the most 'out of box' thinking one can do nowadays is to think in the box. A well known software company hereabouts decided its creative theme for the year was 'to tell the truth'. How refreshingly original but probably impossible to achieve in practise.
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