More than twenty-five years ago, somewhere high above the Big Piney River in the Ozarks, I learned to see in the dark.
I wasn’t stargazing. I wasn’t playing with night vision goggles. It wasn’t even ninja-training.
I was in Army Basic Training on a five-day bivouac. Hiking six miles into the foothills and camping in pup tents.
We learned a lot through the week. Tying together the soldiering skills we’d acquired and the tools we carried.
Better night vision was one skill that’s stuck with me and I’ve used almost every day.
And today, you’ll see how to use what I learned to help you pull ideas out of thin air…
Oblique vision…
You’ve probably noticed this when you try to see something in the dark, like a coffee table. By looking right where you think it is, you can’t see it.
::: stub toe… see red… utter expletive :::
But, if you look off to the side of the table, your peripheral vision helps you see its dark shape, so you can edge around it.
(It has to do with rods and cones in your retina – but I won’t bore you with details.)
It wasn’t until more recently I learned “oblique vision” was a term for this.
I don’t remember where I read it, but the author explained how the military taught him the same thing.
And how he went on to connect this idea to finding solutions to problems by thinking in a similar way.
I’ve had people ask me where I come up with ideas or find solutions to problems. Both in my writing and in architecture.
I usually recommend coming at an issue or problem from a different angle. The connections you find will surprise you.
But today I’ll share a couple helpful tools you can use to help boost your own marketing efforts.
Oblique thinking…
I started digging into this idea of “oblique thinking.” And there’s a lot out there.
In the ’70s, two artists – Brian Eno and Peter Schmidt – developed a set of cards called “Oblique Strategies.” Each card has a phrase to help you break through your creative blocks using lateral thinking.
Today, you can find phone apps that cycle through these phrases to do the same. This is the one I use.
Not sure what the heck I’m talking about?
Here’s a phrase or two I just pulled up on the app:
“Turn it upside down”
“Honor thy error as a hidden intention”
“Are there sections? Consider transitions”
They’re random phrases, you might easily dismiss as worthless. But you can train your mind to take these suggestions and play with them to look at your problem or issue from a new angle.
Or they might remind you to double-check something would usually overlook.
This is how many architects are trained to problem-solve in school. Now you know it, too.
More creative-thinkin’ tools…
I also found a couple of great books to help improve your creative oblique thinking:
- Thinkertoys by Michael Michalko
- How to Think Like Leonardo da Vinci by Michael J. Gelb
Chapter 17 of Thinkertoys teaches a concept the author calls Brutethink. You learn exercises to force connections between two completely unrelated things.
Gelb’s book teaches seven Da Vincian principles of genius. Including his principle, connessione – the appreciation for the interconnectedness of all things.
Start thinking like an architect. It will help you solve problems, but it will also help you find ways to connect with them in a deeper way.
Inflections…
One great thing about being an architect and a copywriter is the opportunity to work with a variety of clients. Each client brings a different set of experiences and expertise.
This feeds the project.
And each project has its own unique challenges.
Similarly, I bring my own special knowledge and background to each project I help you with. Each problem I help you solve.
I’m always looking for new ways to enhance and increase ways for you to connect with your prospects.
With my clients, I ask the same. And you should too. Your project is enriched by openly sharing experience and knowledge from both sides of the table.
We all benefit from the inflections coming off of this exchange of ideas. We just need to be consciously looking for them.
We need to actively promote them. And we need to have a system in place for capturing them and bringing them into the big picture when we find them.
Better and better…
If you’re already one of my great clients – keep watching as we continue to grow together. Getting better and better.
As I look for more ways to serve you best. And ways to provide an experience that leaves us both a little smarter, deeper thinking (and better-looking?) than when we started.
If you aren’t one of my clients and stumbled across this post accidentally. Be sure to demand your consultant or copywriter gives you the same.
Or better yet, get in touch and see if we’re a good fit for each other. I’d love to grow with you.
Finally, if you know somebody who would benefit from this post…
Someone struggling with their own creativity… Please be sure to share it with your network.
Make it a great marketing day!
Neil Sutton