aquent/ama webcast: driving change with creativity
DESCRIPTION
Think design is just about creating products or logos? Think again. In fact, designers can help businesses to innovate, solve problems, and grow in new ways. In this webcast, Tommy Lynn, Global Creative Director at Dell speak on how to use creative thinking to discover what can be done by harnessing divergent and convergent thinking, and to understand where creativity can fit into a company’s overall strategic plan.TRANSCRIPT
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Driving Change with Creativity
Think design is just about creating products or logos? Think
again. In fact, designers can help businesses to innovate, solve
problems, and grow in new ways. In this webcast, Tommy Lynn,
Global Creative Director at Dell speak on how to use creative
thinking to discover what can be done by harnessing divergent
and convergent thinking, and to understand where creativity can
fit into a company’s overall strategic plan. Some of the
highlights are:
How you can use objectives as boundaries while driving innovation
breakthrough
Learning when and where to think possibilities vs. deliverables
How to guide creative thinking
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Global Marketing
Driving Change with Creativity
Tommy Lynn, Global Brand Creative
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Global Marketing 2 Driving Change with Creativity
Source: Derek Sivers, Leadership Lessons from a Dancing Guy, Feb 02, 2011
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Global Marketing
Quick background on
3 Driving Change with Creativity
me
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Global Marketing
About me
4 Driving Change with Creativity
Sociology/Psychology +
Design +
Business
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Global Marketing
About me
5 Driving Change with Creativity
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Global Marketing
About me
6 Driving Change with Creativity
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Global Marketing
About me
7 Driving Change with Creativity
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Global Marketing
“There is no doubt that creativity is the
most important human resource of all.
Without creativity, there would be no
progress, and we would be forever
repeating the same patterns.”
—Edward de Bono
8 Driving Change with Creativity
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Global Marketing 9 Driving Change with Creativity
change
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Global Marketing
Don’t just embrace change.
Change Vision
Inspire & Activate
10 Driving Change with Creativity
Drive it.
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Global Marketing 11 Driving Change with Creativity
According to the IBM 2010 Global CEO Study, which surveyed 1,500 CEOs from 60 countries and 33 industries worldwide, CEOs believe:
“More than rigor, management discipline, integrity or even vision—successfully navigating an increasingly complex world will require creativity."
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Global Marketing
creativity is
thinking, not doing.
12 Driving Change with Creativity
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Global Marketing
we are all
creative 13 Driving Change with Creativity
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Global Marketing 14 Driving Change with Creativity
“All children are artists. The problem is how to remain an artist once he grows up.”
-Pablo Picasso
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Global Marketing 15 Driving Change with Creativity
Healthy business
Brand
Loyalty
Innovation
Creativity
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Global Marketing 16 Driving Change with Creativity
Harnessing creativity
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Global Marketing 17 Driving Change with Creativity
In order for creativity to drive change (i.e. brand perception, innovation, revenue)...
1. (Really) Understand the problem
2. Use objectives as boundaries
3. Collaborate
4. Think big, broad
5. Drive forward
6. Take action
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Global Marketing
Take time to
Spending time with your
problem early on will lead
to greater creativity in your
final product.
think
18 Driving Change with Creativity
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Global Marketing
non-linear Creativity is not an A-Z, 9-5, black-and-white process.
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Global Marketing 20 Driving Change with Creativity
“None of us is as smart as all of us.”
Chinese Proverb
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Global Marketing 21 Driving Change with Creativity
How can we structure our thinking to harness creativity and drive meaningful change?
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Global Marketing
Convergent thinking
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“what is.”
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Global Marketing 23 Driving Change with Creativity
(Pure) Convergent thinking
Focus on a single answer to a single problem with a strong emphasis on speed, accuracy and logic.
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Global Marketing
Divergent thinking
24 Driving Change with Creativity
“what if ?”
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Global Marketing
Divergent thinking
25 Driving Change with Creativity
Envisioning multiple ways to solve a problem by considering new approaches and perspectives.
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Global Marketing
perspective Its about
26 Driving Change with Creativity
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Global Marketing Confidential 27 2/16/2012
Zoom out.
27 Driving Change with Creativity
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Global Marketing 28 Driving Change with Creativity
Reframing convergent thinking
A means to assess and refine ideas - ensuring we drive value and meet objectives
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Global Marketing
Creative thinking
29 Driving Change with Creativity
Converge
Diverge
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Global Marketing
Within the design process
30 Driving Change with Creativity
Define
Deliver
Discover Explore
Design
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Global Marketing 31 Driving Change with Creativity
The most brilliant idea in the world won’t do you any good if you can’t deliver on it.
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Global Marketing 32 Driving Change with Creativity
In order for creativity to drive change (i.e. brand perception, innovation, revenue)...
1. (Really) Understand the problem Research and empathize
2. Use objectives as boundaries Provide the right restraints to get what you need
3. Collaborate Tap into the intelligence of those around you
4. Think big, broad Zoom out then think ‘what if?’
5. Drive forward Refine and improve
6. Take action
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Global Marketing
Back to…
33 Driving Change with Creativity
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Global Marketing
What change will you
drive with creativity?
34 Driving Change with Creativity