5 unthinkable feats of creativity in business
TRANSCRIPT
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UNTHINKABLE EXAMPLES OF
CREATIVITY IN BUSINESS
Jay Acunzo @jayacunzo
5
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Let’s rip the Band-Aid right off…
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Let’s rip the Band-Aid right off…
A lot of us are sick and tired of hearing about .
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Don’t get me wrong: is amazing. is creative.
But is…
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…NOT our reality.
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…NOT our reality. ( is.)
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…NOT our reality. ( is.)
Did we do it? Did we go viral, guys? ….Guys?
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We’re tricked into thinking creativity means BIG.
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We’re tricked into thinking creativity means BIG. But it doesn’t.
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We’re tricked into thinking creativity means BIG. But it doesn’t. It means DIFFERENT.
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We’re tricked into thinking creativity means BIG. But it doesn’t. It means DIFFERENT. EXCITING.
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We’re tricked into thinking creativity means BIG. But it doesn’t. It means DIFFERENT. EXCITING.
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We’re tricked into thinking creativity means BIG. But it doesn’t. It means DIFFERENT. EXCITING.
Come at me, bro.
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So how do you move from average to exceptional?
?
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So how do you move from average to exceptional?
Stop looking for “the secret.”
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So how do you move from average to exceptional?
(Or time, team,
boss, or client.)
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So how do you move from average to exceptional?
And start trusting
your intuition.
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So how do you move from average to exceptional?
And start trusting
your intuition.
That’s what makes you
exceptional. (Literally: An exception.)
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So who has done that?
Here are some examples…
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So who has done that?
Here are some examples… ^ Very not-Red Bull
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1 Chase Jarvis Photographer, Director, CEO of CreativeLive
“We’ve been trained to think about creativity as reserved for a few people. Like you’re anointed at birth. But we know that not to be true.” - @chasejarvis
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Chase was working his way through med school, when, unfortunately, his grandfather passed away. And he left him something that would change Chase’s life forever…
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His photography equipment. Chase wound up dropping med school on a whim to take pictures of skiers & snowboarders.
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Today, he’s one of the best-known photographers on the planet. He’s shot for big brands and celebs alike. And he’s the CEO of the world’s largest live-streaming education company, CreativeLive.
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Hear His Story >>
Today, he’s one of the best-known photographers on the planet. He’s shot for big brands and celebs alike. And he’s the CEO of the world’s largest live-streaming education company, CreativeLive.
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2 Finn Dowling Writer/Marketer, Humane Society of Silicon Valley
“Most other shelter blogs make me want to stick my head in an oven.” - @hsvv
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For 2 years, Finn and her team struggled to find a home for a fiesty dog they’d nicknamed “Eddie the Terrible.” One day, Finn decided to write a different kind of article than her industry normally writes … and that’s when everything changed for this pup.
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The article was so atypical and counter to the industry “best practice” that it stood out. It reached an estimated 7 MILLION people! Here’s a taste of the article…
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Like to go for walks in dog infested areas? Enjoy the dog park? Keep walking. He goes zero to
Cujo in 0.5 seconds.
Want your kids to grow up with a full complement of fingers and toes? Not the dog for you.
“
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32,000 6,300
The article reached people and appeared in places that no shelter blog post had before.
(No budget. No “growth hacking.” No problem.)
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Best of all, after 2 years of being overlooked by potential new parents, little Eddie found a home just days later.
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Best of all, after 2 years of being overlooked by potential new parents, little Eddie found a home just days later.
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Best of all, after 2 years of being overlooked by potential new parents, little Eddie found a home just days later.
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Best of all, after 2 years of being overlooked by potential new parents, little Eddie found a home just days later.
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Hear the Story >>
Best of all, after 2 years of being overlooked by potential new parents, little Eddie found a home just days later.
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3 Alec Brownstein VP of Creative, Dollar Shave Club
“There’s always a reason why NOT to make something. You can look for it, or you can look for the reason TO make something and just go do it.” - @jusfonzin
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Alec wanted a job on Madison Avenue, working for a top creative agency. Unfortunately, he had no connections to land an interview at any of them. But he DID have 6 bucks and a crazy idea…
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Alec ran a few Google AdWords for the names of 5 top creative directors. When they searched their own names, they’d see an ad like this.
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Out of the 5 people he targeted, Alec got interviews with 4. He got job offers from 2. And he accepted a job working for Y&R. Today, he’s the VP of Creative for Dollar Shave Club (acquired by Unilever for $1 billion).
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Alec’s story spread like crazy. For just $6, not only did he land his dream job, but he generated over 5 BILLION impressions from both traditional and social media.
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BTW…that’s 2,550% more reach than the average Super Bowl ad for 0.00012% the cost.
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BTW…that’s 2,550% more reach than the average Super Bowl ad for 0.00012% the cost.
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BTW…that’s 2,550% more reach than the average Super Bowl ad for 0.00012% the cost.
Hear His Story >>
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4 Mike Brown Founder, Death Wish Coffee
“What would be my worst-case scenario? I’d sell my house and car and move in with my mom. And that’s EXACTLY what happened. It was worse than that too.” - @MikeBrownDWC
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Several years ago, Mike Brown quit his accounting job to open a coffee shop, and he was struggling. So he did what many of us do: Look for best practices from other veterans in the same industry. They all told him the same thing…
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“You gotta stop using robusta beans. That crap is only found in instant coffee. You’ll never build
a successful business with that!”
Robusta Arabica
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But Mike LIKED those beans, and he decided to stick with them. And his worst-case scenario came true: He sold his house and car and moved in with his mom. But he never did stop liking robusta beans…
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In the end, Mike combined his own taste in coffee with a surprising request from his customers and created Death Wish Coffee. They’re now earning multiple millions in revenue every year!
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…all thanks to ignoring the industry’s “best practice.”
In the end, Mike combined his own taste in coffee with a surprising request from his customers and created Death Wish Coffee. They’re now earning multiple millions in revenue every year!
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Their fans are so passionate that they helped Death Wish Coffee win a free Super Bowl ad. Some fans even have DWC tattoos!
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Their fans are so passionate that they helped Death Wish Coffee win a free Super Bowl ad. Some fans even have DWC tattoos! Hear the Story >>
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5 Sarah Cooper Comedian & Writer Ex-Googler
“Even after I made the decision to leave, I woke up in the middle of the night wondering if I did the right thing.” - @sarahcpr
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Sarah Cooper was working at a dream employer: Google. Except it wasn’t her dream. So she decided to leave to write for a living. Just one problem…
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She didn’t have a book deal yet.
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She didn’t have a book deal yet.
But then she wrote a piece that acted like a slingshot…
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Oh, and as for that book deal, well…
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(Booyah.)
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These 5 amazing individuals didn’t hurl themselves from space to be
creative. But they DO probably hurl at the prospect of simply copying what
everyone else says is the “best practice” in a given situation.
Instead, they trusted their intuition.
They did the Unthinkable.
And they did exceptionally creative things.
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