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

In a recent LinkedIn post, Justin Oberman discusses a unique method for overcoming content creation block, which he terms the “Séance Technique.” This approach encourages individuals to tap into the minds of historical figures within their respective industries to generate fresh perspectives and innovative ideas.

Oberman frames his technique as a way to move beyond one’s own immediate thinking. He suggests that by adopting the mindset of industry pioneers who are no longer living, creators can unlock a wealth of original concepts. As Justin Oberman notes:

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

The core of the “Séance Technique,” according to Oberman, involves selecting a topic or a piece of work and then posing the question: “How would someone else approach this?” Crucially, this “someone else” is not just any contemporary figure, but a deceased luminary from the relevant field, ideally someone who passed away more than 25 years ago.

Leveraging Historical Perspectives for Modern Content

Oberman illustrates his method with examples from the advertising industry. If tasked with writing about a current campaign, he suggests considering the viewpoints of giants like P.T. Barnum, David Ogilvy, Howard Gossage, and Bill Bernbach. Each of these figures, Oberman argues, operated with distinct assumptions and constraints, offering diverse lenses through which to analyze a subject.

For instance, thinking like P.T. Barnum might lead to a focus on spectacle and experience, while David Ogilvy’s perspective could emphasize research and headlines. Howard Gossage might question whether the campaign initiated a conversation, and Bill Bernbach might bring a focus on the core message and its impact.

“That’s four dead advertising legends, each with completely different takes, and now, all of a sudden, I’m not thinking with one brain. I’m thinking with five.”

This multi-perspective approach, Oberman explains, allows creators to move beyond a single viewpoint and engage with a richer tapestry of ideas. As Justin Oberman puts it, the goal is to utilize these historical figures’ distinct frameworks to illuminate current challenges or topics.

Applying the Séance Technique Across Industries

Oberman emphasizes that this technique is not limited to advertising. He provides further examples for other sectors:

• Finance: Consider the perspectives of figures like Adam Smith, Jesse Livermore, and Benjamin Graham.
• Tech: Draw inspiration from innovators such as Steve Jobs, Alan Turing, and Douglas Engelbart.
• Fitness: Explore the philosophies of Eugen Sandow, Jack LaLanne, or Professor Arnold Ehret.

The underlying principle, as Justin Oberman highlights, is to select three historical figures from a chosen field, embody their thinking, and analyze current issues or content through their eyes. The output can either focus on one dominant perspective or synthesize elements from multiple historical viewpoints into something entirely novel.

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

Oberman concludes by noting that this “Séance Technique” is one of seven such “industry history hacks” he employs to maintain a consistent flow of content ideas. He suggests that this method can be applied not only to content creation but also to developing advertising campaigns and solving broader business problems.