Tuesday, March 29, 2011

The Einstellung effect,

I read an article in "The New York Times" this morning that mentioned something called the Einstellung effect. This is basically our predisposition to solve a new problem in ways that we have solved previous problems--regardless of whether or not simpler methods of solving that problem are available.

Like most everything else, this makes me think of advertising.

Where we focus on what's done before and amend it. Where we rely on the tried and true. On best practices rather than next practices.

I'm on deadline this morning. Working on the Einstellunging of some new spots. I gotta go.


Unknown said...

That is so true, and I agree that it can if it doesn't change its approach to the process. It is not just advertising or manufacturing, but any business that looks back instead of forward for creative property. Thinking out of the box becomes necessary at this time to stay ahead of the curve. This is a creative business, where putting your spin on a previous idea has its limits, even though the industry was built upon it, but out of the box, original thought has no limits, a game changer, and it also shakes up the status quo. It opens the door to a more critical thinking response to problem solving, than total recall.

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