Some of the greatest threats to our creativity lurk…in our own subconscious in the form of cliches.…Mediocre aproaches that have been done a thousand times over.…The minute I say floor polish commercial or an ad…for car tires, images are likely to pop in our head.…Predictably, the majority of us will have very much the same image in our mind.…That's because they're cliche.…And while I'm hesitant to quote Webster, because that's a cliche.…
The reason we're all likely to think of the same image is…that our media has become saturated with the overly familiar and common place.…To say I've never fallen prey to it myself would be a lie as there's no…sure way to keep a cliche out of your head once you've started working on a project.…In fact, it's understandable to rely on an approach that's been used time…and time again because there's a certain security when you think to yourself.…Well, it's worked in the past, sure it'll work again.…
The big glitch with relying on the security of a cliche is they're…generally not the most creative nor the most effective at delivering your message.…
Author
Released
8/16/2013- What is concepting?
- Working with clients
- Doing your research
- Determining the core values of a product or service
- Using free association
- Building the written descriptives
- Using search engines to fuel ideas
- Flipping your ideas 180 degrees
- Creating a rough sketch
- Defining the refined sketch
Skill Level Intermediate
Duration
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Introduction
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Welcome1m 8s
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What is concepting?2m 4s
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1. The Client
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Working with clients4m 14s
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2. Challenges Around Every Corner
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Doing your research2m 22s
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3. Establishing Core Values and Seed Phrases
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Determining core values3m 43s
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4. The Free-Association Process: Finding the Raw Ingredients
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Starting with seed phrases2m 55s
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5. A Concept is Born!
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Honing your ideas4m 20s
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6. One Great Concept Deserves Another
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The rough concept retrospect2m 12s
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7. The Rough Sketch
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Defining the rough sketch4m 34s
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Visually defining your ideas2m 56s
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The strength of iteration2m 17s
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8. 180-Degree Thinking: Does Your Concept Have an Evil Twin?
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What is 180-degree thinking?2m 46s
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Demonstrating the approach2m 29s
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9. The Revised Sketch: How to Make Your Great Concept Even Better
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Defining the revised sketch3m 25s
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Demonstrating the approach3m 46s
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10. The Refined Sketch: Tweak, Tweak, Tweak
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Defining the refined sketch2m 23s
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11. The Final Selection: And the Winner Is...
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Video: Avoiding the pitfalls of mediocrity