STEAL LIKE ANARTISTGary Brown Chairman & Founder Target McConnells

Twitter @GarPBrownEmail gary.brown@targetmcconnells.com

“THAT WHICH HAS BEEN IS WHAT WILL BE,THAT WHICH IS DONE IS WHAT WILL BE DONE, AND THERE IS NOTHING NEW UNDER THE SUN

Ecclesiastes ”

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NOTHING ORIGINAL IS LEFT“ ”

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COPYING ALWAYS MEANS CHANGES AND ALTERATIONS,IMPROVEMENTS

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“IF I HAVE SEEN FURTHER THAN OTHERS, IT IS BY STANDING ON THE SHOULDER OF GIANTS

Isaac Newton

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KLEPTONESIA“ ”

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IDEAS MINDSET = GROWTH MINDSET“ ”

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TIME OUT IS NOT TIME OFF“ ”

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GET LOST“ ”

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MUNDANE…EVERYDAY…CONVENTIONAL THOUGHTS“

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CREATE IDEA SPACEIN YOUR BRAIN“

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CHANGE SURROUNDINGS,COMPANY, PEERS AND PEOPLE

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STOP TRYING TO DO THINGS DIFFERENTLY AND START DOING DIFFERENT THINGS

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LINK THE LIKE, UNITE THE UNLIKE“

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SCAMPER“ ”

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SCAMPER“ ”

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SUBSTITUTECOMBINEADAPTMODIFYPUT TO ANOTHER USEELIMINATEREVERSE

SUBSTITUTE“ ”

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MATERIALS/RESOURCESPRODUCT/PROCESSRULESSOMEWHERE ELSE

COMBINE“ ”STEAL LIKE ANARTIST

COMBINE ONE PRODUCT WITH ANOTHERCOMBINED PURPOSES OR OBJECTIVES (CO-OPETITION)

COMBINE TALENT AND RESOURCES

COMBINE“ ”STEAL LIKE ANARTIST

COMBINE ONE PRODUCT WITH ANOTHERCOMBINED PURPOSES OR OBJECTIVES (CO-OPETITION)

COMBINE TALENT AND RESOURCES

• WHEELS + SUITCASES = SUITCASES WITH WHEELS• TEA + ICE = ICE TEA

ADAPT“”STEAL LIKE ANARTIST

ADAPT OR READJUST YOUR PRODUCT FOR ANOTHER WHAT ELSE IS YOUR PRODUCT LIKEWHAT OTHER CONTEXT COULD YOU PUT YOUR PRODUCT INTO

ADAPT“”STEAL LIKE ANARTIST

ADAPT OR READJUST YOUR PRODUCT FOR ANOTHER WHAT ELSE IS YOUR PRODUCT LIKEWHAT OTHER CONTEXT COULD YOU PUT YOUR PRODUCT INTO

• LUCOZADE• PHONES TO CAMERAS• NETFLIX MAIL ORDER DVD BUSINESS MOVED INTO STREAMING BEFORE BLOCKBUSTER

COULD YOU CHANGE, SHAPE, LOOK, OR FEEL OF PRODUCT OR SERVICEWHAT COULD YOU ADDEMPHASISE OR HIGHLIGHTWHAT ELEMENT COULD YOU STRENGHTEN TO CREATE SOMETHING NEW

MODIFY“ ”STEAL LIKE ANARTIST

COULD YOU CHANGE, SHAPE, LOOK, OR FEEL OF PRODUCT OR SERVICEWHAT COULD YOU ADDEMPHASISE OR HIGHLIGHTWHAT ELEMENT COULD YOU STRENGHTEN TO CREATE SOMETHING NEW

• NIKE WAS AN ASICS RETAILER• SMARTPHONES• PADDY POWER

MODIFY“ ”STEAL LIKE ANARTIST

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Decoy effects

Pricing for The Economist

[1] Web subscription $59 32%[2] Web & Print subscription $125 68%

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Decoy effects

Adding a useless option

[1] Web subscription $59 32%[2] Web & Print subscription $125 68%[3] Print subscription $125

Introducing [3] switched buyers from [1] to [2]“Priming”

CAN YOU USE YOUR PRODUCT SOMEWHERE ELSE, ANOTHER INDUSTRYWHO ELSE COULD USE YOUR PRODUCTHOW WOULD YOUR PRODUCT BEHAVE IN ANOTHER SETTINGRECYCLE WASTE TO MAKE SOMETHING NEW

PUT TO ANOTHER USE“ ”

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CAN YOU USE YOUR PRODUCT SOMEWHERE ELSE, ANOTHER INDUSTRYWHO ELSE COULD USE YOUR PRODUCTHOW WOULD YOUR PRODUCT BEHAVE IN ANOTHER SETTINGRECYCLE WASTE TO MAKE SOMETHING NEW

• IRISH CREAM - BECOMES BAILEYS IRISH CREAM• AQUARIUM FISH FOR PEDICURES• WHISKEY DISTILLERY START UPS MAKING FLAVOURED GINS

PUT TO ANOTHER USE“ ”

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HOW CAN YOU STREAMLINE OR SIMPLIFY PRODUCT OR SERVICEWHAT CAN YOU ELIMINATE, CUT OUTWHAT CAN YOU MAKE SMALLER,FASTER,LIGHTER OR MORE FUNWHAT WOULD HAPPEN IF YOU TOOK AWAY PART OF YOUR PRODUCT, SERVICE

ELIMINATE“ ”STEAL LIKE ANARTIST

HOW CAN YOU STREAMLINE OR SIMPLIFY PRODUCT OR SERVICEWHAT CAN YOU ELIMINATE, CUT OUTWHAT CAN YOU MAKE SMALLER,FASTER,LIGHTER OR MORE FUNWHAT WOULD HAPPEN IF YOU TOOK AWAY PART OF YOUR PRODUCT, SERVICE

• SOUTHWEST AIRLINES - RYANAIR MODEL• AIRBNB• HAILO/UBER• ALIBABA• SMARTPHONES,LAPTOPS,IPADS ETC

ELIMINATE“ ”STEAL LIKE ANARTIST

REVERSE THE PROCESS OR SEQUENCEWHAT IF YOU DID THE EXACT OPPOSITE OF WHAT YOU ARE DOING NOWWHAT ROLES COULD YOU REVERSE OR SWAPHOW CAN YOU RE ORGANISE

REVERSE“ ”STEAL LIKE ANARTIST

REVERSE THE PROCESS OR SEQUENCEWHAT IF YOU DID THE EXACT OPPOSITE OF WHAT YOU ARE DOING NOWWHAT ROLES COULD YOU REVERSE OR SWAPHOW CAN YOU RE ORGANISE

• NEWSPAPERS - DELIVERED TO YOUR DOOR• TEST DRIVES FROM YOUR HOME• WARBY PARKER ONLY SELL GLASSES ONLINE

REVERSE“ ”STEAL LIKE ANARTIST

BECOME A THIEFBUT BECOME A GOOD THIEF, THAT WAY YOU’LLGROW YOUR BUSINESS AND YOU MAY GO TO MARKETING HEAVEN

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