Ideation is about click. That lovely feeling you have when you know you've got a good idea that's spot on. More specifically, it's about the process that takes you there. About how to reach that ideation click on a predictable basis.
When you want to make top quality video that really sings, this inspiration process will save you time, angst and will elevate audience engagement. No more mediocrity, no more copying the work of others, no more feeling that your videos are an also-ran.
Inspiration often comes from examining the world around us with a perspective bent on finding correlations to our narratives. We create storyboard sketches that resonate in meaningful ways.
One essential tool that we employ is keeping abreast of the latest studies, such as LinkedIn's B2B Institute research, which emphasizes the importance of leveraging emotional narratives in B2B marketing to enhance memory encoding and brand recall (LinkedIn's B2B Institute).
We know that for educated and benefits-focused decision-makers, traditional business clichés won't suffice. Hence, we delve into a mix of high art, literature, psychological studies, and current events to tap into themes that strike a chord.
The juxtaposition of current industry trends with timeless human stories can often yield unique and compelling content that engages on multiple levels.
For example, we might look to breakthroughs in artificial intelligence as a source of inspiration. An AI system achieving a milestone could be analogous to the relentless advancement in a client's technological services, serving as a storytelling launchpad.
Moreover, keeping an eye on the pulse of pop culture helps us to incorporate elements that our audience can immediately connect with, ensuring relevance and relatability.
Copying alone doesn't lead to innovation, but strategic imitation can be a powerful engine for creativity. We often start by considering a strong concept and then purposely swap out terms or elements to tailor it for a B2B environment.
For instance, if there's an ad campaign that has performed exceptionally well in B2C, we dissect its structure and messaging, studying how its narrative could be adapted for a service firm's audience.
This process isn't about mimicking but about translating the essence of success from one domain to another.
For our B2B audience who demand intellectual engagement, we might replace an emotionally driven story with one that is more data-centric, incorporating stats and case studies from sources like Harvard Business Review, making the message more appropriate while maintaining the underlying storytelling technique that made the original successful.
Akin to thematic borrowing in the music world, where one genre influences another, we often look to adjacent industries for inspiration.
There's a delicate art to taking the core principles of success from one sector and applying them to another. Within a B2B context, what works for a fintech marketing campaign might be creatively reinterpreted for a legal tech firm.
In these replications, nuances are everything. It's about discerning which elements are universal – the emotional pulls, the storytelling arcs – and which are industry-specific.
Integrating this understanding, we generate content that feels uniquely tailored to each client's needs, while employing proven frameworks of influence and persuasion.
An example of this methodology is finding inspiration in the success of educational YouTube channels like Khan Academy, which simplify complex topics, for creating engaging content that demystifies intricate B2B services.
Concrete details can transform a vague value proposition into a highly persuasive narrative. That's why we think in terms of scale – taking the broad strokes of a business concept and breaking them down into tangible visuals and scenarios. By making ideas more vivid and specific, we ensure they stick in the viewer's mind.
For instance, if a client's service has impacted thousands of businesses, we might visualize that scale – not just through statistics, but through analogies that carry weight.
Comparing a number to a visually impressive, relatable quantity, like a stadium full of people, can make that number more understandable and compelling. The idea is to create a powerful image that becomes synonymous with the brand's achievements and to articulate magnitudes in a manner that is both easily graspable and memorable.
A good narrative doesn't just present events; it explains why they occur. This 'why' is the golden thread that hooks viewers and leads them through the story.
We construct narrative frameworks that reveal causality, positioning the client's service as a pivotal force driving change or success.
It's vital to frame the client's offering within a larger story of industry shifts or customer challenges, and then to solve these through the narrative.
By unfolding the 'cause and effect' within the plot and tying it tightly to the client's proposition, we transform a service from a mere feature into a necessity. A source we often consult for refining our narrative structures is the StoryBrand framework, which emphasizes clarity in storytelling for business.
Interviews are an underrated minefield for ideation, particularly in capturing authentic, relatable content. When we develop video concepts, staying empathetically connected with our interview subjects – often industry experts or company leaders – is crucial. This connection ensures the narrative is grounded in reality and resonates with genuine emotion.
We reveal the person behind the professional facade, understanding their passions, struggles, and triumphs which in turn facilitates a more compelling storytelling framework.
By building a rapport with the interviewee, we extract insights and anecdotes that breathe life into the business's narrative. Much of our approach is congruent with the empathic interview techniques championed by ethnographic researchers and outlined in portals like Interaction Design Foundation.
To fully capture the essence of any topic, we delve deep, exploring its every nook and cranny. We dissect industry reports, academic papers, and thought-leader publications to understand the subject matter from multiple perspectives.
We confront not only the positive angles but also the critical challenges and taboos within an industry. Addressing a topic comprehensively builds trust with an educated audience who will respect a narrative that's not shying away from complexities.
This exhaustive research often illuminates unexpected angles, which can differentiate our storytelling and illuminate unique selling propositions for our clients.
Reveal the good you do - and its consequences for buyers - and watch the benefits flow in. Brighter reputation, increased sales, team confidence and a more human brand. Take a deep dive into the whole process.
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