An introduction to Creative cultures
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Transcript of An introduction to Creative cultures
![Page 1: An introduction to Creative cultures](https://reader034.fdocuments.us/reader034/viewer/2022051411/5480b275b4af9fc9158b5eb2/html5/thumbnails/1.jpg)
Creative Cultures
Dr Cameron Watt
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• “We are awash in high quality look alike, me too products and services.” Tom Peters.
• “Now business seeks a new advantage, delicate and dangerous and absolutely vital, the creativity advantage.” John Kao. Harvard Business School.
Why is creativity important?
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What can you gain?
Generates significant competitive advantage
Builds and reinforces positive brand image and
reputation
Clear position by offering tangible and
original value
Strengthens organizational environments
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The Constructs of Culture
StructureSystems
Values Norms
Work PracticeCultural Practice
DispositionBehaviour Culture
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• Using the model reflect on your own organisation’s culture
• What are the characteristics of your culture and why?
• What might the potential affects be on creative behaviour?
Exercise 1
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Creative Cultures in Action
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Quiksilver:free-flowing creativity
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“The sport is very individualistic, very free-form and very non-conventional - those things have to be in this building and in what we do, otherwise we wouldn’t connect with our audience.”
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• Free flow in action
– Recruit for attitude and passion– Open minded and inquisitive– Communicate and connect through networks– High levels of trust are apparent– Truly understand their brand and customers– Love what they do
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Aardman:creativity everywhere
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• Creativity everywhere
– Visionary individuals and passionate teams– Diversity of ideas and people sought– High levels of personal ownership– Stimulation everywhere and all the time – Balanced partnerships– Focus, support and freedom
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• Creative firms don’t rely on creative genius or thinking techniques…its about interaction
• Trust is key• Belief and passion (if you are lucky!)• Networks structures and flexible boundaries• Balance diversity• A brand that provides clarity and vision• Humour, fun and challenges• Learning and generous knowledge sharing• People you like and respect
Creative Cultures: The Essentials
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• Real commitment from management (over time)
• Organisation-wide participation
• Clear link with strategy
• Perseverance
• Communication of benefits
• A way of life not a project
Success factors
“You can only create if you can care” George Orwell
“I can’t think of any areas of creativity where it can work without a high level of trust”. Operations Director Premier Automotive
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• Using the previous examples and your work from exercise 1 conduct a SWOT analysis of your culture in a creative context
– Prioritize key SWOT elements
– Identify potential relational links to the cultural constructs seen in model 2
– Asses how the elements affect creative behaviour
– How might you reinforce the positive and reduce/remove the negative elements?
Exercise 2
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Thank you