Creative Superhero
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Transcript of Creative Superhero
@davidlecours | #SRCTulsa
CREATIVITY WINS NEW BUSINESS
WHY
WINS AECBUSINESS
Why Creativity?
THEPROBLEM
Why?
Why?
Creativity =Original + Useful
Don’t TryTo Be Different
Why?
CREATIVITYis why you got into Marketing
Why?
Good for YouGood for Firm
Why?
The World Needs Your Creativity
Why?
“We buy and sell in the business of ideas, so you
have to, no matter how big you get, have the next best idea. If you run out of ideas,
you’re out of business.”
–Joe Brown, Chief Innovation Officer, AECOM
Why?
WHAT
CREATIVITYIS A LEARNED
HABIT
What?
Guilford 3Fluency (quantity)Flexibility (shifts)Originality (rarity)
What
You’re AlreadyHeroes
What
Kids?What
“We don’t grow into creativity,
we grow out of it.”
–Sir Ken Robinson
What
“Those who diligently practice creative activities learn to recruit
their brains’ creative networks quicker and better. A lifetime of
consistent habits gradually changes the neurological pattern.”
–University of New MexicoNeuroscientist Rex Jung
What
HOW
How?
Success =Generate, & Approval of, Great Ideas
“Understand the problem and the
solution will present itself.”
–Albert Einstein
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creativity =Original + Useful
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Listen
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Creative Brief
Creative BriefWhat: Invitation Why Now: NewWho For: Clients Success is: 300Boundaries: Mail
Creative BriefWhat: Invitation Why Now: NewWho For: Clients Success is: 300Boundaries: Mail
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
GroupRules ofFlight
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
+21%quantity
+42%rarity
Individual,then Group
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Evaluate& Refine
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Work in Small
Groups
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Speedstorm
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
IndividualRules ofFlight
BrainPurge
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Quantityyields
Quality
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Edit
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Record Everything
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Make it Personal
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
“When we can celebrate, and truly own what makes us different, then we find the source of our greatest
creative power.”
-Amy Mullins
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Build Failure Into theProcess
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
CreativeBlocks
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Physical
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“Almost every dimension of cognition improves from 30 minutes of aerobic exercise, and creativity is no exception. The type of exercise doesn’t matter, and the boost lasts for at least two hours afterward”
–John Medina
Sub-conscious
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Better with Age
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creative BriefWhatWhy NowWho ForSuccess isBoundaries
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Many to Few
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Happy Accidents
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Prototype
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Brimmingwith Ideas
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Present In Person
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Present to Decision
Makers
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PeopleRespondIn Kind.
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Share X-rayVision
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Jaws on aSpaceship
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Show 2Recommend 1
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Hollywood
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Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Assessing Creativity
in Hollywood Pitch
Meetings
Kimberly Elsbach (UC Davis)
Roderick Kramer (Stanford)
Academy of Management Journal
“Creativity makes a leap and then looks to see where it is!”
–Donatella Versace
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creative BriefWhatWhy NowWho ForSuccess isBoundaries
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
What WorkedFor You?
Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
You Have Choice
TO WIN AECBUSINESS
Why Creativity?
CREATIVITYIS A LEARNED
HABIT
What is Creativity?
How?
@davidlecours | #SRCTulsa
CREATIVITY WINS NEW BUSINESSText