Chasing the Monster Idea: The Marketer's Almanac for Predicting Idea Epicness

Chasing the Monster Idea: The Marketer's Almanac for Predicting Idea Epicness

by Stefan Mumaw
Released February 2011
Publisher(s): Wiley
ISBN: 9780470915851

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Book description

The latest from the author of the bestsellingCaffeine for the Creative Mind

How do you develop solutions that rock? Ones that surpass their initial purpose and grab an industry by its throat, turn interested parties into concept evangelists, and influence behaviors and alter perceptions? Read Chasing the Idea Monster and find out.

This fun and insightful book sorts out the hallmarks of a monstrous idea by providing the author's "idea measurement" tools in the form of seven primary questions to gauge the potential of any idea. These seven questions are supported by real-world examples of ideas that succeeded in winning over their audience, as well as those that ignored the measurement and failed miserably.

  • Features warnings and anecdotes from some of the world's most prominent creatives, marketing teams, and business professionals

  • A proven method for determining if an idea will be a "big idea," or else will die a painful death

  • Author is a respected industry expert whose Caffeine for the Creative Mind successfully reached an audience both in the creative community and beyond

Want to get a better sense of what makes a successful idea, and how yours measures up? Start Chasing the Idea Monster and scoring big creative wins today!

Table of contents

  1. Copyright
  2. Rule of The Proverbial Thumb
  3. "I have an idea."
    1. Um, oops.
    2. How do we recognize an idea's potential to be monster?
  4. 1. Does it evoke an emotional response?
    1. 1.1. value.
      1. 1.1.1. value.
    2. 1.2. rational emotional
    3. 1.3. Oops. Didn't see that coming.
    4. 1.4. Ahh, snap. Didn't see that coming.
    5. 1.5. Sunuva. Didn't see that coming.
    6. 1.6. Yep. Saw that coming.
    7. 1.7. MONSTER PARADIGM EMOTION
    8. 1.8. Does it evoke an emotional response?: TEAR PAGE
  5. 2. Does it create an experience?
    1. 2.1. Which Apple Store have you been to?
      1. 2.1.1. Which Apple Store have you been to?
      2. 2.1.2. experience.
    2. 2.2. MONSTER PARADIGM EXPERIENCE
    3. 2.3. Does it create an experience?: TEAR PAGE
  6. 3. Does it entertain?
    1. 3.1. MONSTER PARADIGM ENTERTAINMENT
    2. 3.2. Does it entertain?: TEAR PAGE
  7. 4. Is it novel?
    1. 4.1. MONSTER PARADIGM NOVELTY
    2. 4.2. Is it novel?: TEAR PAGE
  8. 5. Is it authentic?
    1. 5.1. How do you feel when you find out you've been lied to?
      1. 5.1.1. How do you feel when you find out you've been lied to?
    2. 5.2. MONSTER PARADIGM AUTHENTICITY
    3. 5.3. Is it authentic?: TEAR PAGE
  9. 6. Does it tell a story?
    1. 6.1. MONSTER PARADIGM STORY
    2. 6.2. Does it tell a story?: TEAR PAGE
  10. 7. Does it scare you?
    1. 7.1. Because green is scary. And scary is good.
      1. 7.1.1. The concept scared us.
      2. 7.1.2. Is it right?
        1. 7.1.2.1. I compromised.
        2. 7.1.2.2. Because I was scared.
      3. 7.1.3. "We didn't think it was creative enough."
      4. 7.1.4. ARE YOU CRAZY!?
  11. A: The Aftermath
  12. Acknowldgments
  13. Notes
    1. Introduction
    2. "Does It Evoke An Emotional Response?"
    3. "Does It Create an Experience?"
    4. "Does It Entertain?"
    5. "Is It Novel?"
    6. "Is It Authentic?"
    7. "Does It Tell a Story?"
    8. "Does It Scare You?"

Product information

  • Title: Chasing the Monster Idea: The Marketer's Almanac for Predicting Idea Epicness
  • Author(s): Stefan Mumaw
  • Release date: February 2011
  • Publisher(s): Wiley
  • ISBN: 9780470915851