Content marketing: Telling Meaningful Stories

Book Review: “Idea-Links – the new creativity” by Jim Link

Christoph Trappe

April 13, 2013

Books

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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Q: Why did you read this book?
Julie Zielinski, the VP of marketing and strategy at the EDC, recommended the book to me.

I like to think of myself as a creative professional, but I never put much thought into where that creativity comes from or how and why I get a creative idea at a point in time. When Julie suggested this book and shared a quick summary of it, I was sold and started reading.

I’m always interested in learning new things, so this seemed like a good fit from that perspective, too.

Q: What is the book about?
The book explains the structure of linking ideas from one area to projects in another unrelated field.

By looking at the world and making mental notes of things around us, we can actually implement ideas from unrelated fields and advance our own industry’s current state.

The book, for example, mentioned how the Prius gives its driver instant feedback on how much fuel is being used. The book mentions how drivers like this and even try to get more miles per gallons out of their vehicles.

The book talks about how this phenomenon could be used in other industries. For example, in a home: If you keep this light on here’s how much the bill will be.

Another example that I found interesting was of the Oregon Ducks college football team. The team ran plays every 13 seconds, which compares to an average of more than 34 seconds for other teams.

How did the coaches speed up the game so much? They looked at other industries that were fast. And who is fast? The fast food industry, of course. McDonald’s, for example. You drive up and say “One No. 2, please.” And they know you want a drink, fries and two cheeseburgers.

Speeds up the process, doesn’t it? The team took that concept and translated it to the field. Instead of calling a play through a number of words, they communicated it through one sign!

The coach took a process from another unrelated field and applied it to his own profession.

The book puts structure around creativity. Some people, who we might call creative, already do some of this but can’t explain what they just did when they do it. This book puts a process around creativity and how to find new ideas, store them somewhere for later recall and then implement some of those ideas.

Q: Would you recommend the book to others?
Absolutely. As the Creative Corridor continues to grow and evolve in the coming years, I believe this book can help creatives be even more creative and people who might not consider themselves creative be creative.

This also appeared in the April 13, 2013, print edition of the Corridor Business Journal.


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Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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