Modify It For Creativity

January 28, 2013 on 11:29 am | In Advertising, Creative, Creativity, My Creative Team | 1 Comment


NASCAR was born when someone decided to modify an automobile right off the dealer’s lot to get more speed from it. A lot of creative ideas are the result of modification.

Speaking of automobiles, one of the biggest turnarounds in automotive history was the result of modification. The Ford Motor Company once controlled 60 percent of the automotive market, selling only black cars. GM began thinking about modification and came up with the mission to develop “a car with every shape and color for every purse and purpose.” By modifying cars to meet the market’s needs, GM to the market share lead.

How can you use modification to solve a problem? Start by asking questions.

What can be modified? How can it be changed for the better?

Can you change its meaning, purpose, use, dimensions, process or character?

How about color, sound, odor, form or function? Could you change its name?

Can you think of three small changes that could be made immediately?

Can you change the way you look at the subject? Are you able to restate the problem in five different ways?

We started shooting testimonial videos with iPhones. It made subjects less nervous to have a phone pointed at them than to have a video crew looming over them. And it gave a more authentic feel to the videos.

Have you ever creatively modified anything?  Let us know.


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

Part 4 of the series – Magnify It For Creativity

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Harry Hoover

Partner ♦ Brand Strategist ♦ Creativity Facilitator at My Creative Team
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. He is the author of Moving to Charlotte: The Un-Tourist Guide.

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  1. […] Part 5 of the series – Modify It For Creativity […]

    Pingback by THINKing » Eliminate It For Creativity — February 5, 2013 #

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