Enhancing the Value of Business AnalysisMaking the most of creative opportunity

IIBANathan Cutmore17.04.2013

What links these people?

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Lets restructure our tea party planning in a different way

We’ve got lots of ideas ...Don’t just stand there gawping at the neighbours. Share your thoughts. You know its all about collaboration

Maybe if we a gave him a his water colours he could paint us his thoughts?

How about tea?

Not very novel

How about trifle and tea?

Now we’re getting somewhere!

Systems thinking

“It’s all about systemizing creativity. If you don’t systemize it, it can’t be managed and you’ll end up running around in circles”

Tim La Touche, Systems Development Manager, Buro Happold Consulting Engineers

“Time kills creativity but we know how to manage it.”

Phil Lind, Creative Director, Marketing and Promotions, ITV

• Identify the opportunity

• Systemise your approach

• Implement it as you would any other business change

• Inspire, collaborate, communicate

Recap

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Get the best out of people

Close/ConvergeOpen/Diverge Explore/Emergent

Enable creativity

“We receive a brief, if we have time we issue it to everybody in the team. Good ideas can come from anywhere” Phil Lind, Creative Director, ITV

“We work within real boundaries. Some are clearly defined, others are more flexible. Some of our best work comes from exploring and stretching these boundaries ” Head of Promotions, C4

“No one cares how [our creative’s] go about coming up with a pitch. As long as it’s ready on time, satisfies customer requirements and makes money for the business” Pippa King, Executive Account Director, JWT

Fuzzy problems

BA

B

Recap

Creativity can be learned

Get the most out of people

Diverge, elaborate, converge