The largest Multifamily Social Media Summit ever brought suggestions to multifamily marketers on Thursday at the Meritage Resort and Spa in Napa, Calif.
“I started to realize that this was really an unexpected experiment that we had been gifted,” Davis said of the unforgettable global events of the last two years. “It allowed us to ask: What happens when every business in the world is faced with the exact same disruptive forces?”
The solution to extreme disruption, as presented by Davis, is to forget the adage “think outside the box” and instead go INSIDE a box that he calls “The Cube of Creativity.” Read on to learn how the Cube works and glean more takeaways from this trend-defining marketing event.
The four sides of the Cube of Creativity
Davis presented two dynamic case studies from non-housing businesses that faced extreme challenges during the pandemic. One was a flower delivery service that had to relocate its distribution channel to Ecuador because of California’s non-essential worker shutdown. Another was a sustainable farm that previously relied on in-person events for its livelihood.
1. Eliminate the unnecessary: Taking on dynamic new initiatives means that some existing work will have to drop off. “Ask yourself, what are we going to drop doing in order to pursue this brand new initiative,” Davis said. “Every time we take on something new, we have to kill at least two (existing) projects.”
2. Define the outcome: Set a specific goal for your new initiative. “We need to ask ourselves, what single result defines success,” said Davis. “It needs to be clear for us and any team members we work with and executives we present to.”
3. Limit the options: “This is where you’re applying additional limitations to an already constrained project,” Davis explained. “I always recommend you add two constraints: a time limit and at least one creative limitation. Take your limitations and turn them into growth fuel for creative ideas.”
4. Raise the stakes: “We’ve got to be clear about what’s at stake.” Incentives for achievement could be financial, experiential, or personal fulfillment. Disincentive examples include market shifts, future success and client or customer defection.