Creative thinking teaches you to find pain points, and these three are the key issues.

when it comes to digging pain points, many people think they will, but the facts show that the pain points that many people dig are not real pain points. In particular, many advertisements are negative examples, thinking that they have caught the pain point of users, but users have no feeling about it.

The bugs in marriage advertisements are endless. A key problem is that many people don't get married because they can't, but because they don't want to. There is a very embarrassing advertisement. The plot tells the story between grandma and granddaughter. Every time the granddaughter comes home, grandma will ask her if she is married. As time goes by, grandma's health is getting worse and worse. In order not to leave regrets for her grandmother, she made up her mind not to choose slowly, so she went to BH. Finally, she said, "Grandma, I'm married" in front of her grandmother's bed with her groom in a wedding dress.

The phrase "I must get married for my grandmother" in the advertisement is simply inexplicable. It's 912, and there is even a public propaganda of this concept that "marriage is to sacrifice oneself and complete the family". This strange-minded advertisement was attacked by many netizens as soon as it was broadcast.

Indeed, with the rapid development of modern society, young people are under increasing pressure. Fighting for their lives every day makes them feel exhausted, and they have to face the urging of marriage from relatives and parents, which makes them feel extremely headache. In particular, marriage websites focus on practice rather than marriage. In modern society, there are various forms of love, but the essence of love is precious. This advertisement does not fundamentally think about the relationship between marriage and love. The reality of not getting married captured by this advertisement does not solve the problems behind not getting married, enlarges the distorted values and carries out moral kidnapping on contemporary youth with the old ideas of the older generation.

that's what you're doing, taking the sword of the former dynasty and beheading the official of the present. Because of the failure to dig out the real pain point, the above advertisements have had a negative impact on the brand, and what's more, they have caused very serious consequences to society. Even as an advertiser, the focus of work is not to finish an advertisement, but to solve the problems behind products, brands and consumers is more critical. At this time, creative thinking is particularly important.

there is another classic example about insight.

There is a famous bridge in South Korea called Mapo Bridge, but it is not famous for its architecture, but because between 27 and 212, more than 1 people chose to jump off the Mapo Bridge and commit suicide, so Mapo Bridge has another nickname-Suicide Bridge.

For this reason, on June 3th, 212, Samsung Life Insurance and Seoul Metropolitan Government held the activity of "The Bridge of Life We Built", and the Mapo Bridge was renovated. They covered the railings on both sides of the bridge with chicken soup, such as: "Go and see your loved ones now" and "The brightest moment is coming soon". The bridge is also equipped with a telephone called "Life Hotline" so that people who have suicidal thoughts can call this number for help, and psychological counseling will be provided on the phone.

Maybe these slogans and phone calls are very healing for a normal person, but they are like death catalysts for a person who suffers from depression and wants to commit suicide. In the second year, the suicide rate of Mapu Bridge soared, which was six times that of the previous year (93 people). After that, this figure only goes up and down every year.

finally, the government decided to tear down all the characters and raise the railings on both sides by 1m. However, such behavior will not really solve the problem.

the second step in creative thinking is focusing. When the government wants to solve the real problem, it should not only start with the results, but should know that the problem it solves is not only to reduce the crime rate of the bridge, but to really help those depressed patients. What people with depression lack most is understanding. If they don't know exactly what people with depression think and what they need, it will cause even greater tragedy.

Many advertisements that think they hit the nail on the head may just be the pain point of the creator's "talking to himself", which will not cause any buzz from the parties, but will also arouse their disgust. So how can we dig the real pain point?

creative thinking tells us to focus on everything first. To solve the problem, we must first understand the problem. The pain point is the problems, entanglements and complaints that the user encounters in his daily life. If this matter is not solved, he will be uncomfortable and he will be very painful. This is the pain point.

In the system of creative thinking, different levels of pain points are clearly classified, and only when they correspond to accurate levels can it be possible to prescribe the right medicine.

apathy

Some people show a apathetic, casual and ok attitude towards many things without realizing that they are experiencing unreasonable things. But there are many points that can be explored behind the insensitivity.

adapt

some people find that the present situation can't meet their needs, so they will try to meet their own needs. For example, install a wide-angle mirror on the rearview mirror of the car, and make a temporary storage box with a cardboard box.

Complaining

Some people will complain when they find that they can't solve the status quo. If you want to be an e-commerce, you must not ignore those complaints in the seller show.

how to understand these three standards, let's give an example.

For example, a bookshelf is full of books, but there are still some books that have no place to put. People who have no feelings will choose to leave them casually and don't care where they put them.

people who adapt will choose to find a box and throw books in it.

The complainer will feel very troubled and even angry when he encounters this situation, and maybe he will choose to buy a new bookshelf in the end.

what if we can dig the serious pain points? It is inseparable from the third step of creative thinking-collection, and some of these methods have been emphasized by Mr. Dalson, among which differences are particularly important.

observation

most people don't care too much about what happens around them in their lives and take everything for granted. If you only use your eyes, from the perspective of receiving information, you can't actually capture those "not quite right" places in ordinary life.

But many real pain points are hidden in daily details, so we must "observe" with thinking. What we have to do is to open our five senses and observe the world more sensitively.

Interview

If necessary, you should talk to the "client" in person. After all, the pain points you "think" come up with are not the ones that people really care about. In-depth access to the respondents' experience, ideas, motivations, reasons, goals, usage patterns, etc. Teacher Dalson often encourages everyone to go out and chat more. Every new experience will bring you very different perspectives and ideas.

Immersion

By changing roles, we can go deep into users' lives, turn ourselves into users, experience his experiences and face his difficulties, which makes it easier for us to find users' pain points.

So how are these methods used? Let's illustrate them with two examples.

There is a specialist in nurse practitioner abroad. One day, a person with hypertension and diabetes found her and told her the symptoms: headache, fatigue and weakness. nurse practitioner thought she might have a diabetic attack, so he asked her some questions step by step:

What medicine are you taking? What's the dosage?

when was the last time you had an insulin injection and a meal?

·? What other symptoms do you have?

·? How long have you had diabetes?

·? When was the last time you went to the hospital for an examination?

·? How's your diet control these days?

Through the answers to these questions, nurse practitioner found that the real problem of patients was that they couldn't afford the high treatment cost, so they didn't use drugs correctly according to the doctor's advice. Most diabetics are low-and middle-income people. In order to save money, they use the medicine several times at a time, but this will easily lead to the aggravation of the disease.

So in the end, nurse practitioner gave her advice on how to get insurance and get enough medicine at a reasonable price.

nurse practitioner in this example learned about the patient's condition through "interview", and finally found out the real reasons for these problems. Thus, practical suggestions are given.

There is also a typical example that an African baby will die on the way to the hospital before going to the hospital because he can't afford the incubator.

Jane Chen's team, who participated in the TED talk and shared this story, went deep into that environment by immersion, and found that most newborns were born in the countryside, more than 3 miles away from the hospital, which led to the premature death of these premature babies before they were sent to the hospital.

Then she communicated with the parents who lost their children through interviews, and learned that the incubator in the hospital was too expensive, even if they arrived at the hospital, they could not afford the corresponding expenses. Through immersion and interview, the real problem was found, and a brand-new product-baby insulation bag was developed, which fundamentally solved this problem.

So the real pain point is not imaginary, but you need to observe, interview and immerse yourself in order to really dig the pain point on users, not what we think.

These methods are only part of creative thinking methods. After finding the exact pain points, you can't get the next action without the next steps of creative thinking.

Mr. Dalson has compiled a complete set of creative thinking methods with his 22 years of practical advertising experience. It is a set of systems to change thinking and enhance vision. Finding the right pain point is only a small value. There is more value waiting for you to experience it yourself.

We are not only advertisers and marketers, but also players in life and users themselves. After learning creative thinking, we can think from a user's point of view, thus discovering the real pain points!