Creating great ideas is not a very difficult task to overcome, you may say " .. But, I do not have a creative bone in my body". All I can say to you is open your eyes, think out the box and generating ideas will literally fall into your lap. People often ask me how I am able generate so many ideas on so many advertising levels. Most of my thinking is based on a technique called 'Forced Connections' which i spoke about in a dashboard article (Creating Advertising Ideas from a South African Perspective) not so long ago. This technique has helped me to generate ideas from some interesting sources.

1. Shopping: Next time you go shopping, examine some of the products in the shop and ask yourself the following questions.

- How can this product/service be improved?

- What products/services are missing from the range?(my stamp of approval) - Can this product/service be produced at a cheaper cost?

- Could the packaging be improved?

- Could the product/service be aimed at a different market?

- Can the product/service be delivered more promptly

2. Media: While watching TV or reading magazines think about the products being advertised. Ask yourself whether they could be improved or promoted in a different way. (my stamp of approval)

3. Household duties: Think about opportunities while performing menial household duties, gardening, cooking, ironing, washing up, painting, looking after the children or sweeping. Is there a quicker, safer, easier, cheaper, more pleasant or less boring way of doing it? Could you design a new labour-saving device.

4. Watching children: Visit a nursery and watch how children play and interact, you will be surprised how juxtaposed their way of thinking is and how they seem to make many things so simplistic.

5. Holidays: Going on a holiday you always seem to bump into new and exciting products/services that you wont really find in your day-to-day living.

6. Sports and hobbies: If you have a hobby or play a sport, look out for products or services that are missing or could be improved.

7. Foreign products: Overseas products not yet available in your country can often be adapted for your market. (my stamp of approval) 8. Visit a factory: Can you think of ways of improving the production process? Could you apply any of the production methods to a new existing product?

9. Copy others: If you decide to copy another business, you should try to improve upon it, so that your ideas become unique and distinctive, giving you the competitive advantage over the original business.

10. Revive or modify an old product: Look at old catalogues and magazines from way back. You may discover ideas ready for a major comeback in their original form or in a modified version. (my stamp of approval) 11. Visit trade shows: Besides being a good source of business ideas, trade shows provide you with an opportunity to talk with exhibitors about the market, new ideas, technology, product features and even doing business together. (my stamp of approval)

12. Examine expired patents: There are many reasons why an earlier patent which was not put into production is now ready for the marketplace.

13. Talking to people: ask friends and family, whether they have thought of ideas for a new product or service. Are there any existing products or services which they feel are poor or inadequate.

14. Examine import and export statistics: Global trends can be evaluated by what product are leaving and arriving into a country. Your department of trade and industry can provide this information.

My experience having gained from marketing and advertising a large range of products and services tells me that you can generate a vast archive of ideas from the most unlikely sources. You may think that some of your earlier advertising ideas for a certain product or service are dead and buried, but with a little 'tweeking' they may gain a new lease on life.