[Presentatie] John Cleese inspireert contentmarketeers #video #contentmarketingworld2015
Humor, engagement en bereik. John Cleese geeft inspiratie voor de ultieme contentmarketing. Of wellicht beter gezegd.. irritatie (zie video hieronder).
https://youtu.be/KoSu6AUC-7k
Cleese is producent van wellicht wel de meest komische Engelse content. Cleese is duidelijk over creatie en idee-en: je voegt simpelweg twee elementen bij elkaar die zo iets nieuws vormen. Engaging content is vooral creatie en combincatie.
Zo lijkt het. Creatief denken is vooral ‘creatief zijn’, zegt Cleese. “You know, when Video Arts asked me if I’d like to talk about creativity I said “no problem!” No problem! Because telling people how to be creative is easy, it’s only being it that’s difficult. I knew it would be particularly easy for me because I’ve spent the last 25 years watching how various creative people produce their stuff, and being fascinating to see if I could figure out what makes folk, including me, more creative. What is more, a couple of years ago I got very excited because a friend of mine who runs the psychology department at Sussex University, Brian Bates, showed me some research on creativity done at Berkley in the 70s by a brilliant psychologist called Donald MacKinnon which seemed to confirm in the most impressively scientific way all the vague observations and intuitions that I’d had over the years. The prospect of settling down for quite serious study of creativity for the purpose of tonight’s gossip was delightful. Having spent several weeks on it, I can state categorically that what I have to tell you tonight about how you can all become more creative is a complete waste of time. So I think it would be much better if I just told jokes instead.”
Meer inspiratie
In deze presentatie – samengesteld door het CMI – komen creatievelingen aan het woord die benadrukken dat de coolness van jouw merk vooral afhangt van het creatief blijven inzetten van content. Verras jouw publiek.
De vraag blijft natuurlijk.. hoe wordt je nu creatief? Cleese geeft richting:
- Space of ruimte: zorg voor een afsloten ruimte waar jij jouw producties tot leven laat komen. Zet jezelf onder druk. “You can’t become playful, and therefore creative, if you’re under your usual pressures.”
- Time of tijd: zorg voor deadlines en verhoog de druk om tot iets origineels te koemn. “It’s not enough to create space; you have to create your space for a specific period of time.” en “Giving your mind as long as possible to come up with something original,” and learning to tolerate the discomfort of pondering time and indecision.”
- Confidence of vertrouwen: niet bang zijn om fouten te maken. Dit blokkeert het creatieve proces. “Nothing will stop you being creative so effectively as the fear of making a mistake.”
- Humor zorgt voor openheid:
“The main evolutionary significance of humor is that it gets us from the closed mode to the open mode quicker than anything else.”
Oktober 2015 sprak Cleese op Content Marketing World 2015:
Een eigenzinnige aanpak
De komiek licht zijn aanpak verder toe: “I’m a pretty decent multi-tasker, which means I’m also a great procrastinator, but I can only really be fully creativity engaged in probably two things at once. When I say fully engaged, I don’t mean on a minute-to-minute basis, but rather on the longer time scale of the back burner. As one of those things is sometimes my work, the other might be writing, or painting, or dance or music, but it’s unlikely to be all of them at once. The thought alone is exhausting!”
[slideshare id=48453797&doc=contentmarketinginspirationfromjohncleese-150521202129-lva1-app6891]
