Justin Oberman’s ‘Séance Technique’ for Infinite Content Ideas

In a recent LinkedIn post, Justin Oberman discusses a unique method for generating an endless supply of content ideas, which he terms the “Séance Technique.” This approach encourages professionals to tap into the minds of historical figures within their respective industries rather than relying solely on their own contemporary perspectives.

Oberman frames the core idea as a way to break free from conventional thinking by engaging with the accumulated wisdom and distinct viewpoints of past leaders. He suggests this method is particularly effective for overcoming creative blocks and developing fresh angles on existing topics or campaigns.

“Want to never run out of content ideas again? Stop thinking with your own brain and start thinking with the brains of dead people.”

Leveraging Historical Minds for Content Creation

The “Séance Technique,” as outlined by Oberman, involves selecting influential figures from an industry’s history—ideally those deceased for at least 25 years—and considering how they would approach a current problem, campaign, or topic. Oberman uses the advertising industry as a prime example, illustrating how one might consult the perspectives of P.T. Barnum, David Ogilvy, Howard Gossage, and Bill Bernbach.

By posing questions like “What would P.T. Barnum say?” Oberman suggests one can uncover insights related to spectacle and experience. Similarly, asking “What would Ogilvy say?” might lead to a focus on research and headlines, while “What would Howard Gossage say?” could prompt consideration of whether a campaign starts a conversation. Oberman emphasizes that each historical figure brings a fundamentally different set of assumptions and constraints, leading to a richer, multi-faceted analysis.

The Power of Multiple Perspectives

Oberman argues that this exercise expands creative thinking from a single viewpoint to multiple, distinct minds. “I’m not thinking with one brain. I’m thinking with five,” he states, highlighting the multiplicative effect of this technique. The insights generated can then be used to shape content around a single historical perspective or to combine elements from various thinkers into something entirely novel.

He extends this concept beyond advertising, suggesting its applicability across various fields. For finance professionals, he recommends considering figures like Adam Smith, Jesse Livermore, and Benjamin Graham. In technology, the minds of Steve Jobs, Alan Turing, and Douglas Engelbart are proposed. For the fitness industry, pioneers such as Eugen Sandow, Jack LaLanne, or Arnold Ehret are suggested.

“Just pick three legends from your field’s history, put their heads on, and look at your industry or your problems or even what other people are writing about through their eyes.”

Beyond Content: Problem-Solving Applications

Oberman notes that the “Séance Technique” is not limited to content ideation but can also be a powerful tool for problem-solving. By adopting the frameworks and assumptions of historical experts, individuals can approach contemporary challenges with a broader and more innovative mindset.

He concludes by stating that original ideas often stem not from pure originality but from the “original combinations of existing thinking.” This technique, one of seven “industry history hacks” he employs, is designed to facilitate precisely these kinds of original combinations.

“Original ideas don’t come from original thinking. They come from original combinations of existing thinking.”

Oberman also mentions that further details on his other content ideation hacks can be found in his current newsletter.