Speaker 1: Here at Motion, we recently interviewed a Stanford professor named Jeremy Utley.
A vertical video clip of a man speaking to the camera. On-screen text reads: "I THINK THAT'S".
The man in the vertical video continues speaking. A name tag appears at the bottom: "Jeremy Utley". On-screen text reads: "WILL PERFORM TO".
Speaker 1: And he did a study on AI and team creativity. And it was actually published in the Harvard Business Review.
A screenshot of a Harvard Business Review article. The title is "5 Ways to Boost Creativity on Your Team" by Jeremy Utley and Perry Klebahn.
Speaker 1: And from that study, he tested a bunch of prompts. And we have 15 of those prompts for chat GPT on things like ideation, brainstorming, research, analysis, drafting, and planning.
Animated text overlays appear next to the speaker for "Ideation", "Brainstorming", "Research", "Analysis", "Drafting", and "Planning".
Speaker 1: And there's a lot of information we're going to cover with all those different prompts. So feel free to skip ahead to the chapter you're most interested in.
A blue grid with chapter markers appears. The markers are: Ideation 00:38, Brainstorming 1:52, Research 2:26, Analysis 2:42, Planning 3:31.
Speaker 1: And if you want to follow along, go ahead right now, open up another window with chat GPT and feel free to pause as you're working through and testing these different prompts.
A screenshot of a Google search for "chatgpt" is shown, followed by the ChatGPT homepage.
A red pause symbol appears over the speaker. Multiple screenshots of the ChatGPT interface with different prompts are layered around him.
Speaker 1: Okay, let's dive into it.
Text on a dark background reads: "Let's dive into it".
Speaker 1: For all my marketers out there who want to start ideating, here are some of the following prompts that you should definitely use.
An animated lightbulb appears next to the speaker with the text "Ideating".
Speaker 1: Number one.
A screenshot of the ChatGPT interface. A red circle with the number 1 is in the corner. The prompt text is: `"Imagine you are a marketing executive at a publicly held company, can you generate ___"`.
Speaker 1: Imagine you are a marketing executive at a publicly held company. Can you generate blank? Number two.
A screenshot of the ChatGPT interface. A red circle with the number 2 is in the corner. The prompt text is: `"What counter arguments could one make regarding the following assumption ___"`.
Speaker 1: What counter arguments could one make regarding the following assumption? Number three.
A screenshot of the ChatGPT interface. A red circle with the number 3 is in the corner. The prompt text is: `"Explain, in 10 bullet points, how we can combine solution A and solution B in a creative way to solve topic XYZ."`.
Speaker 1: Explain in 10 bullet points how we can combine solution A and solution B in a creative way to solve for topic XYZ. So, one thing that we noticed about these prompts specifically is they have what Jeremy calls a focus problem statement.
The text "Focus problem statement" appears on screen next to the speaker.
Speaker 1: They're super specific about what they're trying to solve for. So, here's an example of a bad product statement.
A screenshot of the ChatGPT interface. The prompt text is: `"Hey ChatGPT, give me some new ad ideas for a headphone company."`.
Speaker 1: Hey chat GPT, can you give me some new ad ideas for a headphone company? Here is what a good product statement looks like.
A screenshot of the ChatGPT interface. The prompt text is: "We sell a niche earphone product that has noise cancelling features. The problem is, people often think this is a product for listening to music and we struggle to communicate the true use cases which are improving sleep quality, helping people with noise sensitivity, and reducing anxiety while traveling. We need to figure out how to both communicate the unique use cases of our product, while also getting attention on social feeds. How can we show people these are not music-based earphones while also hooking attention and keeping things emotional?"
Speaker 1: We sell a niche earphone product that has noise canceling features. The problem is, people often think this is a product for listening to music and we are struggling to communicate the true use cases which are improving sleep quality, helping people with noise sensitivity and reducing anxiety while traveling. We need to figure out how to both communicate the unique use cases of our product while also getting attention on social feeds. How can we show people these are not music-based earphones while also hooking attention and keeping things emotional? You see the difference, right?
Two ChatGPT prompts are shown. The top, detailed prompt has a green checkmark. The bottom, simple prompt has a red X.
Speaker 1: That's what a product statement needs to look like when you're prompting chat GPT and you're trying to get some ideation going. Okay, so next up for brainstorming, we have the following prompts.
An animated brain appears next to the speaker with the text "Brainstorming".
Speaker 1: Number four.
A screenshot of the ChatGPT interface. A red circle with the number 4 is in the corner. The prompt text is: `"How would (insert famous person, not directly related to topic suggest we do XYZ?" For example, "How would Kim Kardashian consider we develop a brand strategy about our new laptop product rollout?"`.
Speaker 1: How would insert famous person who's not directly related to the topic suggest we do XYZ? For example, how would Kim Kardashian consider we develop a brand strategy about our new laptop product rollout? Number five.
A screenshot of the ChatGPT interface. A red circle with the number 5 is in the corner. The prompt text is: `"Suggest a list of 20 specific and actionable ways that we could blank"`.
Speaker 1: Suggest a list of 20 specific and actionable ways that we could blank. When you're brainstorming with chat GPT, make sure you tell it to disregard previous conversations and start fresh.
The text "Start fresh" appears on screen.
Speaker 1: Also, ask it to assume the voice and role play a domain expert to avoid generic output, kind of like we did with Kim Kardashian in that example.
A short clip from "Keeping Up with the Kardashians" shows Kim Kardashian smiling as she peeks through some green foliage.
Speaker 1: Okay, after that for the researching phase of questions and prompts you want to use, we have number six.
An animated magnifying glass appears next to the speaker with the text "Researching".
A screenshot of the ChatGPT interface. A red circle with the number 6 is in the corner. The prompt text is: `"Identify a list of 10 websites that are tailored to our industry and can support product research"`.
Speaker 1: Identify a list of 10 websites that are tailored to our industry and can support product research. This question will help you narrow down the scope of what you're looking for. From here, you can pull content from those websites to analyze in the next group of prompts. Next up for analysis, we have number seven.
An animated bar chart appears next to the speaker with the text "Analysis".
A screenshot of the ChatGPT interface. A red circle with the number 7 is in the corner. The prompt text is: `"Review the following data (copy/paste from external source) and deduce which data points are unique from the rest and tell me about blind spots."`.
Speaker 1: Review the following data, copy and paste from an external source, and deduce which data points are unique from the rest and tell me about any blind spots. Number eight.
A screenshot of the ChatGPT interface. A red circle with the number 8 is in the corner. The prompt text is: `"Summarize the following article/document in bullet point format, or in three paragraphs." (Copy/paste from external source)`.
Speaker 1: Summarize the following article or document in bullet point format or in three paragraphs. Just copy and paste from an external source. Number nine.
A screenshot of the ChatGPT interface. A red circle with the number 9 is in the corner. The prompt text is: `"Provide a SWOT analysis on these two options..." (provide context as input)`.
Speaker 1: Provide a SWOT analysis on these two options. Provide context as input. Number 10.
A screenshot of the ChatGPT interface. A red circle with the number 10 is in the corner. The prompt text is: `"List 3 pros and cons for the following decision to be made..."`.
Speaker 1: List three pros and three cons for the following decision to be made. Number 11.
A screenshot of the ChatGPT interface. A red circle with the number 11 is in the corner. The prompt text is: `"Provide a set of 10 questions we can ask on topic XYZ to assess viability and feasibility."`.
Speaker 1: Provide a set of 10 questions that we can ask on topic XYZ to assess viability and feasibility. So, one thing to note here is that for these analysis prompts, you can actually ask chat GPT if it has any questions for you.
The text "If it has any questions for you" appears on screen.
Speaker 1: After you outline what they've analyzed, flip the script and say, hey, what are three questions you have for me that will help give you the best answer to come back with? Okay, lastly, we have the planning stage and these prompts are really interesting.
An animated target appears next to the speaker with the text "Planning".
Speaker 1: Number 12.
A screenshot of the ChatGPT interface. A red circle with the number 12 is in the corner. The prompt text is: `"Provide a 2-page actionable outline on topic XYZ, the audience for the outline is ABC, consider the following context..."`.
Speaker 1: Provide a two-page actionable outline on topic XYZ, the audience for the outline is ABC, consider the following context. Number 13.
A screenshot of the ChatGPT interface. A red circle with the number 13 is in the corner. The prompt text is: `"Review this written transcript from our last team meeting and provide a checklist of action items by individual." (Copy/paste transcript)`.
Speaker 1: Review this written transcript from our last team meeting and provide a checklist of action items by individual. Number 14.
A screenshot of the ChatGPT interface. A red circle with the number 14 is in the corner. The prompt text is: `"Review the following five ways companies are approaching this problem (copy/paste 5 examples), and recommend a best practice based on them."`.
Speaker 1: Review the following five ways companies are approaching this problem, copy and paste your five examples, and recommend a best practice based on those. Number 15.
A screenshot of the ChatGPT interface. A red circle with the number 15 is in the corner. The prompt text is: `"If we are looking to build XYZ product (describe product), provide a detailed list of things that will help us: team roles and responsibilities, resources or materials needed, etc."`.
Speaker 1: If we are looking to build XYZ product, describe product, provide a detailed list of things that will help us, team roles and responsibilities, resources or materials needed, etc. So, two tips in this section of planning prompts. Make sure you're using chat GPT plus.
A Google search result for "Introducing ChatGPT Plus" from OpenAI is overlaid on the screen.
Speaker 1: As Jeremy puts it, you want to use the frontier model of AI, not the sophomore edition.
A photo of Jeremy Utley smiling. A quote is overlaid: "You want to use the frontier model of AI, not the sophomore edition."
Speaker 1: And then two, the effectiveness of the responses depends heavily on the context you give it. So, for example, in prompt 12 or 15, the more specific you are about topic XYZ and the characteristics of audience ABC, the more useful the outline will be.
Two prompts are shown. Prompt 12 has "topic XYZ" highlighted. Prompt 15 has "XYZ product" highlighted.
Speaker 1: Well, hopefully these 15 chat GPT prompts are helpful for you all. And marketers, it's all about the details. If you get them right, you're on the way to some seriously creative ideas.
