CORPORATE SCENE
Mindscapes Thinking Tools
By Marketing Africa Crew
Marketing Africa crew had an insightful discussion on marketing in uncertainty in the pandemic infested ecosystem with Yonathan Dominitz , founder of Mindscapes , and a sought after global speaker and trainer in thinking patterns and methodology geared to create a culture of innovation in product development , integrated campaigns and creativity . The conversation with this highly insightful Jew based in Tel Aviv , was captured as recorded in the excerpts here-in .
Kindly share a brief history of Mindscapes and the dream behind its conception .
The story behind Mindscapes creative thinking tools is based on the discovery of a Russian Engineer called Altshuller , who lived in the Soviet Union . In the sixties , after analyzing successful solutions to many world problems , he discovered that creative solutions to problems have a common thinking pattern behind them . He started to research on this and developed a concept called Triz . One of his students migrated to Israel in the seventies and started teaching a course at the University of Jerusalem called Creative Thinking Patterns .
I came across this course and it was a Eureka moment for me . It is traditionally believed that cracking a creative idea is a mystical process . In advertising it is in many instances believed to come out of drinking , taking drugs and smoking . This on the contrary , tells us there is a structured thinking process and method to creating iconic ideas for a business . The beauty is that it can be applied to marketing , brand building , advertising , media PR , product development and creative communications . Our dream therefore is to offer resources to people in these spaces , to open up their minds to use their creative abilities better .
What insights informed Mindscapes formation ? What compelling brand promise would make one chose you over competing players in the industry ?
On discovering this concept , I began reflecting back to my days in advertising wishing I had known this earlier . The
The insight behind the thinking patterns is that there is potential to take a shorter path and scale the process of developing creative ideas . Our mission is to enable individuals in marketing , and the entire marketing communications space be at their very best as they develop ideas and solutions . insight behind the thinking patterns is that there is potential to take a shorter path and scale the process of developing creative ideas . So I said , I must tell the world about it . That informed the formation of Mindscapes . Our mission is to enable individuals in marketing , and the entire marketing communications space be at their very best as they develop ideas and solutions .
In terms of comparison to other training programs , these are generally based on understanding and application of concepts . Our difference is in enabling practitioners take their understanding and application of concepts out of a thinking default . Most people are limited by their strengths . We tend to repeat the same approach to a task or challenge . Whether it is a marketing strategy , a communication strategy or a creative brief . What people don ’ t realize is that they are using a certain way of thinking repeatedly . What we do is enlarge ones scope of thinking so that we deliberately use more than two or three paths in order to come to a solution . We broaden the thinking capabilities of the participants by giving them different challenges and getting them to think of different angles than they considered before .
How would you rate the market uptake thus far ?
Over the years , the interest and the need has increased . We are a small company based in Tel Aviv , but we have conducted Mindscapes Workshops in most parts of the world including Europe , Asia , Africa , Middle East , US and UK .
The interest is growing , companies call us back because they see the results . They report that they have been able to create more compelling , effective and creative
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