Reference lecture Wed 31 Aug 2011: On article - how to think creatively.
What I consder the gist. Quoting:

• Ask: What sets your company apart from your competitors?
• Casually talk to your customers and potential customers to feel their pulse. 
• Think small and run with it (see post below).
• Focus on qualities other companies aren't talking about.
• Create events/stunts likely to be noticed by reporters.
• Get potential customers to share information on your product to their friends on the net.
• Measure traffic to your site in real time.

Hope this is useful.
Cheers!
Jovin Hurry