Myths, Mysteries and Magic

Professor Alan Clarke

University of Pannonia, Hungary

BE AMBITIOUS, CRITICAL

& SMART

Professor Moscarolo

TTRA and the boundaries of knowledge Thank you for the invitation to participate

in this process Observation of management fashions –

changing discursive constructions of management, our worlds, our experiences and our knowledges

From platitudes to myths, mysteries and magic

Are you sitting comfortably?

Then I shall begin …

Seen it all mate …

The voice of experience

The voices of experiences

Seeing creativity for what it is

Changing cultures

Manufacturing Product development Services Service Quality Standardisation/customisation Commodification

Co-Creation

Beyond supply and demand Beyond suppliers and customers Resources in (co-)production and

(co-)consumption

Myths

Panacea for success Innovation is all you need Creativity adds value to products and

services

Urchin AirlinesThe flight comparison site Skyscanner announced

the maiden flight of Urchin Airways, such a

terrifyingly plausible idea it should probably be

kept from Michael O'Leary:

the first child-passenger only plane took off from

Heathrow, it reports. "Cabin crew on Urchin

Airways will all be dressed as clowns and will

oversee the library of video games and supervise

a ball pit area.

An April 1st Creation ..

Activities such as egg-and-spoon races

will be held along the aisle and targets

woven into seating upholstery will offer

youngsters the chance to hone their seat

kicking skills. Whereas on regular flights

children are scolded for making noise,

screaming will be encouraged in 'who can

scream loudest?' challenges."

Original Innovation – who would have thought of that?

Creativity and fast seconds

Better than the original?

Fairy Tale or Myth?

Valuing difference

Creativity in context Not necessarily better … but different

Once upon a time: Innovation

Slow Seconds

Thinking Outside the Box

Mantra of the movement or

myth of the moment?

Thinking?

Here is Edward Bear coming downstairs nowBump Bump – on the back of his head

Behind Christopher Robin – it is as far as

he knows the only way of coming

downstairs. But sometimes

he feels that there is another

way, if only he could stop

bumping for a moment and

think of it.

Open the box?

Or have we spent so long looking outside the boxes we need to look into them again?

Spot the difference …

Creativity and comedyComedy is like a frog,

when you dissect it,

it does not work!”

Two options Scotland Directing Leading Training

Ireland Facilitating Stimulating Opening

Attraction Economy

Emotion

“Reason leads to conclusions. Emotion leads to action.”

Donald Calne http://www.saatchikevin.com/Come_to_the_Edge/

Action comes from the “I” words – Imagination, Insight, Intuition, Inspiration and Ignition.

Lovemarks

Brands are built on Respect. Lovemarks are built on Love and Respect.

Brands create loyalty for a reason. Lovemarks create Loyalty Beyond Reason. 

Great brands are Irreplaceable. Lovemarks are Irresistible.

The three secrets of Lovemarks are:

Mysteries

What works where and why Creative adaptations are more than

copies Aren’t they?

Limits on Innovation

Mystery, Sensuality and Intimacy. Mystery mixes dreams, icons, symbols

and stories to create the attractions of the unknown.

Sensuality is the portal to our emotions. The five senses need to be fully amplified, packaged and distributed.

Intimacy. It’s about empathy, commitment, passion and most important of all, connectivity.

Stories in tourism Authenticity not necessarily reality Does the future lay with what is truer than

truth -  Stories. Rolf Jensen: “The highest-paid person in the

first half of this century will be the story-teller.” (oh, I hope so …)

What connects fastest? The story or the strategy of a development? 

The story connects and builds. It shares the dream.

Our Lake – the Balaton

Yes –our lake but not our boat!

And we all wore approved life jackets!

Åre: An Ice Lake

The question to us …

What can we do in the Summer? Knowledge management, knowledge

transfer with implicit as well as explicit knowledges

What we know What we take for granted What can have value for others Is it magic when we know something

they don’t know?

Magic

Izzy Wizzy Let’s Get Busy!

A more modern invocation

Personal Practice – magic!

Crash Testing Innovation

And magically it works

Follow your Destiny

“ ‘I will give you some free advice, though.’

‘Will it cost me anything?’ ‘What I just said it was free!’ said Miss

Tick. ‘Yes, but my father said that free advice

often turns out to be expensive,’ said Tiffany.

‘You could say this advice is priceless,’ ‘Good. Now ... if you trust in yourself...’ ‘Yes?’ ‘... and believe in your dreams ...’ ‘Yes?’ ‘... and follow your star ...’ Miss Tick

went on. ‘Yes?’

‘ ... you’ll still get beaten by people who spent their time working hard and learning things and weren’t so lazy. Goodbye.’

Pratchett, T. (1987) The Wee Free Men London Corgi Books pp. 50 - 51

The Creative Experience

Move beyond product Move beyond service Engage all five senses Engage our emotions

Two models of management Unleash Inspire

Command Control  

Boundaries of …

“ ‘Before I heard him talk, I was like everyone else. You know what I mean? I was confused and uncertain about all the little details of life. But now,’ he brightened up, ‘while I’m still confused and uncertain it’s on a much higher plane, d’you see, and at least I know I am bewildered about the really fundamental and important facts of the universe.’

Treatle nodded. ‘I hadn’t looked at it like that,’ he said, ‘but you’re absolutely right. He’s really pushed back the boundaries of ignorance.”

Pratchett, T. (1987) Equal Rites London Corgi Books p. 216

Thank you for the invitation and Thank you for listening

Here is to better questions and deeper understandings of our processes and practices

I hope you enjoyed the experience!

Professor Alan Clarke clarke@turizmus.uni-pannon.hu