THINKing

Magnify It For Creativity

In the minds of many, bigger is better. So, we move today to using the element of magnification for our creativity boost.

The first question is what if we made it larger? In the 1920s a man named George Cullen took a plan for a huge grocery store to company officials at Kroger. They pooh-poohed the idea and Cullen opened America’s first supermarket. Walmart and Target took that idea and magnified it even further.

How about taking it from large to gigantic? PR practitioners have been doing this for years to get publicity. They’ve promoted everything from the world’s largest cheese to the world’s largest donut. Check the Guinness Book of World’s Records if you don’t believe that gigantic things are effective.

What can be added? I’m glad you asked. Cracker Jacks added a prize. Proctor & Gamble added air too make Ivory Soap float. Can you add something to your offering that makes it stand out?

A few other questions can help us magnify our offerings:

What can be extended?

Can it be made longer, taller, higher, fatter?

Are there extra features that can be added?

How can we add more value?

Have you magnified creatively? Tell us about it.

Part 1 of the series – SCAMMPERR For Creativity

Part 2 of the series - Combine It For Creativity

Part 3 of the series – Adapt It For Creativity

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Harry Hoover

Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies.

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