ADOI Blog

If the hat fits – wear it!

nick_morgan on 08 25, 2009

Most of us, I’m sure, are aware of Edward de Bono’s Six Thinking Hats© (if this new news I suggest you check it out online, or consider buying his book with the same title). De Bono’s process of separating the elements of a problem and focusing on them one at a time is helpful in a multitude of ways, but primarily because it allows us to consider a challenge without any preconceived thoughts, ideas and emotions.

But in my experience De Bono’s Six Thinking Hats© falls slightly short of the finishing line; that’s why I insist all my teams wear the 7^th Hat, sometimes referred to as the Hubba-Hubba Hat.

This hat is best defined as the hat to the max. By that I mean, “how far have we gone with this idea? Have we gone far enough?” As ideas people we must always challenge ourselves to push to extremes – and this hat gives us the opportunity to go there.

The best illustration is Dr Seuss The Cat in the Hat – here is a character that takes everything to the max. By asking, “is this really the craziest idea we can think of?” we open up other possible options, how ever crazy they may initially seem.

In developing ideas and concepts we should be aware of how far, how crazy, the idea has been pushed and we must be 100% sure that we’ve been there.

It’s far easier to come back if you’ve gone too far, than it is to push yourself further to get there in the first place.

Einstein is quoted as saying “If an idea does not initially seem bizarre and incomprehensible than it has little chance of success”. As creative thinkers it’s mandatory we set aide time and wear the Hubba Hubba Hat.

Occasionally it may not fit so well, and sometimes will even feel uncomfortable, but to ignore it will be doing a huge disservice to the brand, client, agency and ultimately, ourselves.

Nick Morgan.

e. nmorgan@mustgetideas.com

Nick is an ECD and author with 20 years industry experience. He provides “on-site” executive training/mentorship and has inspired countless creatives to perform way beyond their own boundaries and expectations.

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