01

I don't know if friends who like to go to the library will have such a feeling, sometimes in the case of not knowing what books they are looking for, will be in the library in the middle of the aimless wandering, without thinking, without the pressure of learning, like a sailboat without a helmsman, drifting in the middle of the sea of books.

Inadvertently found a book of interest, or valuable books, will be happy to stop, as if the angler in the long fishing in the fishing fish that happy.

In fact, I often do this, even in the case of the library to be certified, or the final review, I will take about ten minutes to hang out in it. Only most of the time, it will go to the corner of the books of interest, with a kind of Taobao mood, walking casually.

Thankfully, such aimless wandering is rewarding.

In the midst of this wandering, I found a practical book about generating ideas-- Super Note Taking for Effective People. After reading this book, I realized that the original creative inspiration is so simple, and the book on the method of generating creativity to do a bit of organization, here to share with you, I believe it should be able to help you in the work and study.

02

Toshiyuki Konishi

"Effective people with super note taking" is a book written by Japanese creative director Toshiyuki Konishi.

Do advertising copywriting partners believe that Toshiyuki Konishi is very familiar with, he used to create a lot of classic marketing cases with his in-depth copywriting, Suntory "Iuemon", "The PREMIUM MALT'S", TOYOTA "The PREMIUM MALT'S", and so on.

Toshiyuki Konishi has made public his pride in note-taking, which, in addition to organizing information, is also a way to get his ideas flowing.

Toshiyuki Konishi believes that creative talent is not something that special people are born with. He agrees wholeheartedly with James Webb. He fully agrees with James Webb. He agrees with James Webb Young that "Creativity is simply the recombination of existing elements. " Creativity is not about creating something from scratch, it's about combining things to get something new.

If that's the case, new ideas can burst forth if we combine certain two things in the world. So if we can create a formula that makes combining things easier, anyone can have the ability to create, right?

Based on these ideas, he created two formulas to help you generate creative inspiration in a short period of time, starting with "target group dissatisfaction" and "target group preferences". "

Black Triangle Notes and White Triangle Notes.

Without further ado, here's the dry run.

03

The most powerful weapon for discovering latent demand

Triangle notes, also known as ****sense triangles, is a very simple Toshiyuki Konishi explores information by drawing two triangles and adding notes to discover the ****ing point of interest in the center of the sender and the receiver of the information, which is what we call the "latent need" (pictured).

04

Writing about dissatisfaction reveals new ideas

The black triangle,

Starting from the user's dissatisfaction to look for the user's needs

This note-taking technique, if you know it, can help you make better products. curation.

In the fall of 2014, the author worked on a new merchandising project, "A fashion brand (sweaters) for the female customer base," as an example of the use of the "black triangle notes" technique.

First,

We draw two triangles. Then, we blacken the left triangle. (Same for the next graphic.)

The graphic on the left is primarily what the message sender is trying to communicate.

For example, information about the product, the service, the company's philosophy, the method of production, the method of production, and the differences with other competitors.

If you use a sweater as an example, you should fill in "soft material", "variety of colors", "low price", "popular", "styles" and "fashionable". style", "versatility", "good workmanship and raw materials", and "reduce static electricity", etc. (as shown).

Then,

Fill in the triangles on the right-hand side with the areas of the topic that users often feel "dissatisfied" with.

In the case of a sweater, this would be "blackens easily," "can't be washed in the washing machine," "static electricity is a problem," "pilling easily," "easily turns into a ball," "easily gets dirty," "easily gets wet," "easily gets tired," and so on. "" easy to become hard "" easy to change color "" good sweater price is high " and so on. Try to write down any dissatisfaction you can think of, and if you can, write down any dissatisfaction you don't usually find in general. (As shown in the picture) ?

The triangle on the right focuses on "sweater dissatisfaction", and these "dissatisfaction" = "need to improve the place" that is, the customer's "Potential Needs"

The solution to the "dissatisfaction" on the right, if found in the product information in the triangle on the left, is the "solution to the potential need". "

What we find in this approach is that we can't afford static electricity.

This black triangle of notes can be applied to virtually any project a company embarks on. There are other examples in the book to illustrate the usefulness of the black triangle. Without further ado, The White Triangle Notebook

05

Come up with a hundred ideas in an hour

White Triangle Notes

White Triangle Notes is also known as "izakaya mashups". The name comes from the evil game of picking up the tissue paper next to you when you go to an izakaya, tearing it into small strips, writing words on it, and then combining them.

White triangles can be used for any subject, and in this case, Toshiyuki Konishi chose the subject of bathhouses, and the topic was "a plan to attract young women to bathhouses".

Next, we'll start using the White Triangle Notes.

(1) In the triangle on the left, write down the information related to the topic

Write down the things you can have in a public bathhouse, the things you can experience, the people there, the technology, the names, and the things that make you happy. In short, write as much as you can. (As shown)

(2) Then, in the triangle on the right, list all of the things that the target person likes. (As shown)

(3), OK, then combine (1) and (2) to write funny sentences.

It's okay to write as many as you can, even if, say, the likelihood of realizing it is small!

Next, stamp out the white triangle.

Put the next words together with (3). We can get to the following

And voila, in just a few minutes, ten ideas were born.

While the oddball ideas are the majority, the rows of ideas are all smile-inducing and, if utilized well, have the potential to be eye-catching promotional campaigns.

What's worth a question here is that these are ideas that you'd never find if you just thought about them on a slate.

Another thing is that you need to come up with tons of ideas. After you've come up with a lot of ideas, you start to look for what's achievable from those ideas? What's not achievable? If you start by limiting yourself to what's possible, you're going to end up with a condensed version of the same idea.

Well, that's it for this installment of Goodreads, I hope it helped you,

See you soon

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