I first met Yonathan Dominitz in October 2013, when he came to our country to sustain a training about creativity for the Romanian agency Lowe & Partners. GolinHarris was gracious enough to arrange a meeting with the Founder of Mindscapes, with whom I had planned to discuss the ins and outs of creative thinking, the mind boggling tools that inspire innovation and the patterns behind fresh and effective advertising campaigns. Mindscapes is a company completely dedicated to understanding the thinking patterns that had led to some of the most noteworthy commercials ever to win a creativity award. Founded back in 2006, the company has uncovered over the years a series of twelve tools that help think up successful advertising campaigns. This is what I had in mind when talking to Yonathan Dominitz.
Naturally, an one-hour long conversation was barely enough to cover how these tools were first brought to light and the way in which they can be applied to modern age advertising. But then again, Yonathan's teasing had quite an impact. Fortunately for all you voracious readers out there, I'm a persistent lass and arranged a meeting with the Founder of Mindscapes over Skype. But I propose a deal: since the whole teasing technique seems to work so fine, I'll just show you the first part of the discussion and keep the second one for later. In the following interview, Yonathan Dominitz describes and explains six out of the twelve creative thinking tools uncovered by Minscapes: Dynamic Connections, Rewrite History, Museum It, Relocation, Fight for a Cause, Sabotage Removal:
