I want to tell you about how
stay creative
after working 15 years as
creative first advertising agencies
and now on twitter but before I want
ask them how many of you
they really paid attention to each
of the words that said this moment
as I have problems I write down
according to a microsoft study in
Canada in 2013
very few have really are
paying attention to what I was
saying
according to this study
our attention capacity today in
day is 8 seconds
Take into account that in the year 2000
our attention span was 12
seconds
we have already lost our capacity
pension
it is more if there were in this room
a golden fish
surely the goldfish would have put
more attention than you because according to
this study the goldfish have the
Attention capacity of 9 seconds a
second more than us but the truth
I can not blame them
this lack of attention because I am
equal or worse than you and the control
also that does not work
now I will have to show you the text of my
computer to see my browser
of the internet and they would see that I have 12
open tabs so work though
the worst thing that I pay attention to is
to the top part to those 12 tabs
and I’m just waiting for some
notification that you give me permission
distract me from my work
whatsapp or practice on me is more yesterday
I was writing this
presentation
at the time he was writing
this paragraph that I am telling you in
this moment I had already read
my emails from the office had already
put to say hello to my wife and my daughter
that had already arrived had removed
the shoes I had put to see my
direct messages from twitter
I had even seen three talks
this to be sure if what was
doing it worked or not
Then I had to go back and give him a
I hug my daughter because she was crying
because he did not want to dance
is more I do not remember what I was
so I told them that after 15 years
to work as a creative
today it is harder than ever
stay creative and have new ideas
let’s do an exercise when I
I started as a creative
I have always done if the creative
I want to be at a job where I
pay to think about ideas because we take
all the time I’m thinking nonsense
when he was taking a bath when he was
waiting for the truck to pass by me
when I was waiting for the
teacher to give Basque class is a friend
is that Carlos has a racket and
if it’s true the times I had
dead in my life is thinking some
something new something new
today that has changed
Let’s do an exercise
let’s imagine that we are in the front
casually
do not worry it ‘s a review
routine
nothing else we are going to make ourselves clean
we have cavities we do not need that we
help the hands
we arrive at the dentist and they warn us that
missing 30 minutes to get us
betis we sit down and that the first thing that
we make
according to a study from the university of
western ontario especially if they are
under 24 are going to turn to see
to the television that in the corner is not
they are going to throw to pick up a magazine
The first thing they will do is take out the
cell phone
this is responsible for today
our attention capacity will be
8 seconds less than a hard fish but not
necessarily this is bad
according to this study he also says that
although we have lower capacity
Attention
we have a greater capacity to be
multi-tasking multitask an expense that
it means to be multi touch wants
basically say two things one that
we have the ability to more easily
distinguish what is relevant to us from what
that is not not relevant and the second is
that also allows us more
we can quickly assimilate the
information that is important to us that
It can bring many other benefits
now clear that that also has its
risks
this can cause us to fall into what
some know as infoxication
means the infoxication say that
we receive so much information that
we have the capacity to assimilate and
then paradoxically the more
information we have we are more
uninformed
imagine that the information is a
kind of dro a kind of drop
every time they make us less effect like
good information addicts
then every time we want more
information because it no longer makes us happy
the dose and then we have a
insatiable need for information
to give them some data that show us
this every minute they upload to internet 400
hours of video only on youtube in a
minute five thousand new ones are uploaded
photographs only in instagram and each
60 minutes tweet 423 20,000
conversation how can we treat this
addiction
you are my my self-help group
I am Carlos, I am addicted to
information
I have a serious problem of retention of
Attention
I have to buy combat this
illness to be able to have new ideas
because if I do not have the concentration,
I have new ideas then let’s start
with what advertising agencies
we use as a resource to get ideas
for many, many years
Brainstorming Brainstorming
rally
after many years I was discovered
discovering that the rallies that the
Brainstorming has many
barriers that make them unsuccessful
that we can not have good ideas
that we have to be until three o’clock
four in the morning to have good
ideas
the first barrier
is the lack of clarity we sit down a
group of creative creatives and
we started to get ideas but what did not
we have clear is ideas so that many
Sometimes you think that the mission is one and
another thinks that the mission is another and
then how can we get to have
a great idea without even knowing which one
is the problem we want to solve
then if you are going to make a
Brainstorming exercise and first
suggestion is to start the exercise
trying to have a clear question that
solve convert your problem
your challenge a question as clear as
it is possible that it is and to be sure that
all who are participating are
agree that that is the question that
they want to solve for example I want
figure out how I can be more creative
when I do not have enough
concentration can put a group of
people and we are all working
clearly with a mission
the second great barrier is what we have
come talking
the lack of concentration justly
there the solution seems very clear then
the first thing is to be in a space that does not
a private space is very public for
avoid seeing people go by saying nawja
pp look at that nice little dog and they’re going to
collide subtract a room where no
there are distractions after there is no
people pay their cell phone and
third that we open the computers
this seems very easy we have been taught
the teachers for many years
but also what we have learned is
in the twenty-first century ask a being
human that is not distracted that turns off the
cell that closes the computer is
practically impossible
what I have seen is that this only
You can fire him at
for very short but periods of time
if I tell them during the next hour
do not turn around to see your cell phone they are going to
achieve
but the best thing yes I say them for 10
minutes
do not pay he does not see his cell phone what
achievement
so that ‘s my second suggestion
have rains of ideas that only ten
minutes no more to be able to have the
discipline of not turning to see the
cell phone and computer by
he
the other great barrier is insecurity
Sometimes I do not want to talk
I do not want to give an idea and others only
I’m thinking about my idea and that’s
even more serious because if only
I’m thinking about my idea I’m not
listening to the ideas of others what
which is absurd because the first reason
to brainstorm is that the
idea do not stimulate the ideas of
but if I’m just thinking about
what will be my duty and did not hear the
city of others
I’m not making a real rain of
ideas there or suggestion is to put a
very simple rule the ideas that are taken
in account are those that people say
in a low voice and after telling him in voice
high
you have to put it on the board so that
everyone can see so that the idea is
become an idea of all
finally as I said the
insecurity fear you see me to
criticize
imagine the advertising agencies
where we have the training to the editor
juniors to the editor the director
creative associated with the creative director
the group creative director and the
creative vice president
Now imagine for a moment that
you are, I have to say
an idea in front of everyone else
better I remain silent the fear that I
criticize my idea that you think it is
outdated the best I am the
vice president
creative this area is 20 years old
less than me and surely knows a lot
more than what is fashionable that I what
fear that I think it gives me is outdated
or the fear that they think that they see me
it’s just a bad idea or it’s not
original
So what I suggest is that
when they are going to be brainstorming
never look for the best idea in a rain
of ideas is not looking for the best idea is
seeks to have many ideas
the challenge is to know how many ideas we can
here it does not matter if they are good or bad
what we do with that we stimulate all the
world tell your ideas because what
we are trying to achieve ideas then
it does not matter it ‘s nonsense
there goes because it is already one more in the
list this stimulates more ideas than
stimulate other ideas but also
stimulates ideas are really out of the
box not the idea that I think is the best
the correct one but the most different one
many idea rains exercises
surely there are some that are much
better but this is the one that has
worked and I assure you that underlies
This exercise
in just 10 minutes they will have a
amount of ideas will surprise you and
besides really very different ideas
but so far we’re just talking
of how to brainstorm but
the important real question and how
I do it so that I can think of a level
that is a much more question
complicated and a question that would be
difficult to answer I only dare to
tell them to share what is my
Idea creation process
I have always liked the
words and I am struck by the power with the
word can have so much have liked
the words that I always said that
after being creative it would be written
and because after being creative
because first you have to live
have what to write is simple
later I discovered that no
Actually, what happens is that I ‘m not
writer that it is not enough to have the words
to be written to be a writer
It makes for passion is needed
trade requires a lot of discipline
I am not a writer but I am a very person
curious or metiche as they say to me wife
to be meticulous to be curious that has allowed
that my imagination
the weather is anxious how I want
know what happens
I’m imagining what will have happened
I realized that being curious to have a
restless imagination was enough
to create stories I realized that I
I never wanted written to even though I
imagined perfect at age 60
retired in my cabin facing the beach
with my dad and my labrador writing
books but what I like is that
is telling stories and then I started
look for how to tell stories
The first thing I did was to start looking
images try to capture these
images
I felt like they told a story and
start simply to collect these
images in which I found
stories and then discover the power
of 140 characters
I discovered that on twitter people were
able to with only 140 characters say
many things and then I started using
twitter to try to tell stories
in only 140 characters
stories like this
stories like this other
for a time and process of creation
based on that in being very involved and
then capture images and then
these images detonated stories
imagination flew and wrote these
stories
until one day I realized and said
what happens if these stories that happen
to me how is I put it next to these
other images that detonate other
stories and I discovered that I was just
the writer of half the story
that the other half of the story was going
to imagine is that I was watching the
picture and reading the text
and that’s what I like to call
like this stories for me this has
been my exercise of creation in the
last years and I really enjoy it
how do I make this exercise
keep current in many ways
I like for example, I said
observe and turn towards where nothing
it’s fine and then being at a wedding
suddenly see what’s in a
helicopter in the distance and approaching by
curiosity in good in the cut of this
wedding because in a helicopter and that
detonates a story then observe
a lot and I ‘ve realized that what
I enjoy watching people
and I find that people give me
a lot more curiosity means
much more imagination and people
traveling is another great way to keep
my imagination live my curiosity to
100 when I go on a trip I like it
as well
with a different look when I see 150
tourists raising the camera towards the
same place tried to look for another place
from where to see things though sometimes
have to pay a boatman so that
take me a little bit out of the
country and that replicates not only when
You do not go traveling on the road
Street
there is always a different angle than the
same image that tells another story
and sometimes it’s also about opening that
curtain that they do not want you to have and
assume to see what’s there and see what to
the best goes a lot of people without seeing from
A long time ago
that is my creation process
but the most important thing in my process of
creation
what keeps me more curious or more
me tips and what keeps me
imagination more is life itself is
this why because we only have eight
seconds attention span
suddenly it escapes us without turning the
see then if they want to continue having
fresh ideas
from my point of view take advantage of those
eight seconds that we have to enjoy
life
thank you very much
to
to
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