"Test Tools: 21 Thinking Tools to Effectively Master Planning and Ideation" Recommended Preface: A good book that can stand the test of time

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhX-xMWGC6hnbKnZGiPzKTsGzcmwZFS-UuZKe03R6GdDMRLxIbhDGmONC8jaFVfLNvrieQQ6Yef0ghM5 VWzWZ_wSUUFgVjWwVj4VWDUST0xYfOo1gCJfXWjswLCY-ftZXvG3oHyyOVIETjfq_S63PfPJ DEUgX4nkBGfUUJfG0KoC7_BleNaq1Stv0OGcA/s1280/concept-g79bf27bb4_1280.jpg)

If you are an advertising marketer, or your work is related to marketing or planning, you not only have to follow the latest technological trends and consumer trends, but you also often need to read a large number of classics and reference books. Having said that, because the pulse of the times is so fast, advertising and marketing technology and mentality also need to keep pace with the times. Therefore, the publication speed of many books and periodicals simply cannot keep up with the times. Even if they are successfully published, they may be out of touch with society or even fall behind in one or two years!

If I tell you, there is such a book that is regarded as a classic by many advertising marketers and even placed on their desks. Not only has it lasted for a long time, many people still remember it. Even though this book has been out of print for a long time, there are still many people looking for it in second-hand bookstores…

Well, do you want to believe it? I think if you are smart, you should have guessed it! Yes, I am talking about this “Examination Tools”.

To be honest, I don’t know why you picked this book out of the many books in the bookstore? Is it because the title of the book is weird? Or did you listen to other people’s recommendations? In any case, I have to say that you are really discerning and lucky enough to have chosen a good book that can withstand the test of time.

Thinking back to the first time I saw this book in a bookstore more than ten years ago, I was deeply impressed by the title. At that time, I was still wondering whether the publishing house had mistakenly used “test evidence” as “test tool”? Later I found out that the author had a unique ingenuity, and the meaning of “examination tools” is actually props to help thinking.

The author mentioned in the book that creative people are not born, and it is not too late to start learning to use your brain! I quite agree with this point of view. Just like in my writing classes, students often ask me how to collect inspiration and stimulate creativity.

I think you can refer to the twenty-one test tools provided by the author of this book, such as the memos mentioned in the book, self-adhesive note paper, Nine-Gong Grid and Mind Picture, not only is it a method I often use to stimulate creativity, I also really like to use these tools to manage work and record the trajectory of life.

Talking about Jiugongge, I can’t help but think of the story of the Major League Baseball player “Double Blade Style” Otani Shohei. Shohei Ohtani recorded 46 home runs and nine wins in the 2021 season, winning many awards including the American League Most Valuable Player Award, Chairman’s Historical Achievement Award, and Silver Slugger Award.

Many people think that Shohei Ohtani is gifted. In fact, his success comes from: as early as when he was a freshman in high school at the age of sixteen, he knew how to use the nine-square grid drawn by “Mandala Thinking Method” (Mandal Art) to plan future goals. It is obvious that he not only has good mental aptitude and excellent physical condition, but also has a delicate mind; more importantly, he has strict discipline that is beyond ordinary athletes. Until he entered professional baseball, he only spent less than 10,000 yen per month. This shows that Shohei Ohtani is an outstanding athlete with strict self-discipline.

Of course, not only Jiugongge, I also recommend that you try other test tools mentioned in the book. For another example, I used to work in the media, so I often had the opportunity to interview scholars, experts, business owners, or celebrities. Because of this, I had many opportunities to interview or observe some powerful people at close range.

It is true that not everyone has the opportunity to be a reporter, or has the legitimate opportunity to interview others, but I agree with the author’s idea of ​​“temporary reporter” mentioned in the book, and I recommend that you give it a try! In other words, if we can turn ourselves into reporters and go to the scene to collect information, it will not be difficult to find some clues to solve the problem.

Finally, let me share with you a few more ways to collect inspiration:

1. Observe the slogans or promotional copy of other manufacturers: It is always a good way to refer to and learn from other people’s practices. Of course, it is not a direct plagiarism, but a way of learning and innovating. I also suggest that you not only refer to the practices of your peers, but also occasionally cross-industry to observe some creativity in different industries and fields.

2. Visit more convenience stores and hypermarkets: My intention is not to encourage everyone to spend more, but because these places change very quickly. If you observe carefully, you can see many interesting new things. For example: Are there any new slogans posted in the store? What promotional items are placed on the checkout counter? Even the clerk’s words and so on.

3. Make good use of keywords such as “how” and “now”: the best-selling book “[Ask First, Why?” Simon. Sinek tells us that if we want to know how to capture consumers, we can use “operation” and “inspiration” to drive them. Therefore, it is recommended that you make good use of these time-sensitive and rendering keywords to come up with ideas when you have time!

4. Get involved in TV, newspapers and magazines: Although fewer people now watch TV than before, and everyone is accustomed to obtaining information on the Internet, TV, newspapers, and magazines are still important media, and there is also a lot of information that may not be published on the Internet, which deserves our attention. As for movies, they are not only affordable entertainment, but also an observatory of popular information. Watching more movies when you have nothing to do can also help inspire you!

5. Find other partners for brainstorming: Sometimes we rack our brains and can’t come up with any good ideas. At this time, we might as well find colleagues and friends to discuss together. As the saying goes, “Three stooges are better than one Zhuge Liang.” Brainstorming through the power of a group is also a good and effective way!

6. Take a break: If you really can’t come up with a specific plan, don’t try too hard. Why not take a break first? For example, I like to walk and observe pedestrians and the pulse of everyone’s lives during the walk. I also recommend that you give it a try!

To put it simply, the process of collecting inspiration might as well start with observing the things around you: just stay full of curiosity, capture various reactions to the world, and finally don’t forget to think and act, and of course… don’t forget to take “Examination Tools” home!

★ Photo Credit: Pexels

★ Want to learn content production and marketing? Come and sign up for the “Content Power” online course.

★ Welcome to subscribe to Vstar e-newsletter.

★ Welcome to join the “I Want to Learn to Write” Facebook Group and Fan Page!

★ Want to create a marketing campaign that can help sales? Come and read “Content-inspired marketing”.

★ Do you want your copywriting to be liked by more people? “Slow Reading and Understanding in Seconds” can help you attract attention.

---

Further reading

• Recommended preface to “Atomic Time”: Don’t ask for a good job, but ask for a long time
• I read “The most critical thing to success: managing and controlling “not as good as expected"": Pursue a successful life with consistent speed

---