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Creative Entrepreneurship in
Schools: the Context
Dr Tom Fleming – Director, TFCC
www.tfconsultancy.co.uk
@tfconsultancy
tom fleming / creative consultancy /

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Our
Portfolio
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Paper for the Nordic
Countries.
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Strategy for Northern
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2012
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Support.
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Strategy support, , 2013
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tom fleming / creative consultancy

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What’s Trending?
Creative Entrepreneurship in
Schools
tom fleming / creative consultancy /

4. 4
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Why?
The Nature of Work is Changing
tom fleming / creative consultancy /

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Balanced, personalized, playful,
enabling learning
- The top ten in demand jobs in 2010 did not exist in 2004 - so
what are ‘career pathways’
- The current school age American will have 10-14 jobs by the
time they are 38 – so what are the coping mechanisms and
literacies?
- Creativity is not (just) the arts – it’s holistic, integrated and
central.
tom fleming / creative consultancy /

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Interdisciplinary, convergent,
collaborative
tom fleming / creative consultancy /

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The creative economy
Creative industries stand out because of
their propensity for innovation (…)
They are not only innovators themselves but have
also been an important driver for innovation [as]
they account for increasing inputs in the
development of other sectors (EU Competitiveness
Report).
tom fleming / creative consultancy /

8. 8
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tom fleming / creative consultancy /

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Who Benefits? Youth Unemployment Crisis
tom fleming / creative consultancy /
This fundamentally undercuts
the headline story of a
creative, diverse and plural
economy of small producers
that continuously recreate the
city (Andrew Harris & Louis
Moreno).

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Intercultural, unequal, closed.
tom fleming / creative consultancy /

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How to engage, inspire, introduce and
accelerate?
tom fleming / creative consultancy /

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Democratising Production?
The abundance and affordability of
digital technology has actually made it
far easier – not harder – for normal
people to make high quality physical
products (everything from books and
clothes to sculptures and high-tech
devices) both for themselves and for
sale.
(Adrian Hon)
tom fleming / creative consultancy /

13. 13
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tom fleming / creative consultancy /
An education system reoriented
from its industrial-era focus on
maths and reading to a broader
set of personal, creative and
intellectual skills necessary for
working alongside the ‘smart
new machines’.

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Technology alone is not the answer
Currently our education institutions respond to shifts in technology and
the required skills to leverage the potential from such technology.
Ideally, they would collaborate with technology providers and businesses
to explore the innovation potential of new and emergent technologies
and co-create the required skills offer:
In the digital media industry the only way to stay competitive is to use
the emergent technologies before others adopt them. It’s the pioneers,
early adopters and risk-takers that succeed (Dr John Manley, HP Labs).
tom fleming / creative consultancy /

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The Problem: Lack of creative education
Austerity
Traditionalism
Capacity / skills
Collaboration
tom fleming / creative consultancy /

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The Opportunity: disrupt, demonstrate,
develop
CENTRES has opened up the possibility of
creative entrepreneurship in schools
The CENTRES project is about generating fresh ideas and
innovation among the future stars of Europe’s creative
industries.
(CENTRES website)
tom fleming / creative consultancy /

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The Focus
- To promote models and a methodology that can be used by
schools and other organisations providing entrepreneurship
education to develop pupils’ creativity and entrepreneurship
skills.
- To promote ways in which to engage creative entrepreneurs
and businesses productively with schools, as well as engage
school-age students in practical business opportunities in
creative industries.
tom fleming / creative consultancy /

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Horizontal and integrated approaches to
creative entrepreneurship in schools
CENTRES has championed approaches which
integrate creative entrepreneurship activities
within the learning landscape. E.g. CEED, Slovenia
- “Training for the Brave” 3 high schools with 69
students.
tom fleming / creative consultancy /

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Enabling Programmes for Creative
Entrepreneurship Teaching
The European Commission’s Entrepreneurship 2020 Action Plan:
entrepreneurial education and creative methods should became
the mandatry part of training and development for teachers.
In Estonia, the Entrum Foundation introduced a 4 step
methodology, working with young people, teaching professionals
and leading creative businesses to engender enterprising
approaches to the creative industries and encourage start-ups;
and to generate readiness for professional skills in the creative
industries. Over 300 young people participated; plus 3 creative
incubators, 23 youth centres and 48 schools.
tom fleming / creative consultancy /

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Coordinated Links between business and
education
In Denmark, the Creative Wave project involved an
innovation comptition for young people, helping them
to shape their creative thinking toward commercially
viable ideas and building relationships with creative
businesses in ways that are relevant to the curriculum
but also relevant to the creative sector.
tom fleming / creative consultancy /

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An arts revival in our schools
CENTRES has provided a platform for arts teaching,
enabling educational and arts professionals to develop
tools which embed the arts as a vital and integrated
part of the learning experience. E.g. ArtRun in
Denmark - a partnership between a school and
museum of contemporary art to co-create an arts
education project.
tom fleming / creative consultancy /

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Toward a Creative Entrepreneurship
Curriculum for Schools
A.N.D led pilots in 5 London schools to set up a Social Enterprise
Qualification (a recognised international accreditation developed
by the Real Ideas Organisation):
- to enable schools to position creative entrepreneurship as a cross-cutting
activity which complements and adds value across the curriculum.
- to accredit learning and give the project increased value in the eyes of the
schools and of the participating students.
- to give students real life experience of being a creative entrepreneur in a
‘safe’ context’ and the opportunity to meet ‘real life’ creative entrepreneurs
and learn from them.
tom fleming / creative consultancy /

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The Policy Landscape is Changing
European level
National policy
Localised good practice
tom fleming / creative consultancy /

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(We Need) Policies to ensure a proper supply and mix
of skills; existence and coverage of training on
entrepreneurship and creative problem-solving;
autonomy and transparency of education and research
organisations; existence of policies to support the
regular and long-term collaboration of education and
research organisations with businesses; explicit
consideration of the role of Key Enabling Technologies.
European Commission ’Guide to Research and Innovation Strategies for Smart
Specialisation’
.tom fleming / creative consultancy /

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Entrepreneurship Education at School in
Europe (2012):
- 8 countries have launched specific strategies to promote
entrepreneurship education.
- 13 include it as part of their national lifelong learning, youth or
growth strategies.
- Half of European countries are engaged in a process of
educational reforms which include the strengthening of
entrepreneurship education.
tom fleming / creative consultancy /

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But Creative Entrepreneurship?
tom fleming / creative consultancy /

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The Creative Entrepreneur’s Hierarchy of Needs
Workspace, heating, sustenance, travel
Technology/Communications, legal/financial
knowledge, business planning
Networks, contacts, peer-to-peer
learning
Confidence, membership,
access to markets/supply chains
Physiological
Safety
Love/belonging
Esteem
Self Actualisation
tom fleming / creative consultancy /
Creativity,
innovation,
dynamism

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tom fleming / creative consultancy /
We all know small children are
naturally entrepreneurial…then
we squeeze it out of them and
then try to patch it back in
again.
(Honor Wilson-Fletcher MBE – Chief
Executive of the Aldridge Foundation –
speaking at CENTRES conference,
January 2013)

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Member States are invited to
major on:
- Promoting the acquisition of
transversal key competences, such as
cultural awareness and expression.
- Enhancing the role of cultural
organisations as creative and
innovative settings for non-formal and
informal learning.
tom fleming / creative consultancy /

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tom fleming / creative consultancy /
9 things we need
1. Programmes, not projects
2. Integrated, not bolted-on
3. Access to great content and technology
4. Experimentation and play – familiarisation with risk
5. Open collaboration with businesses and institutions – to mutual benefit
6. Opportunities for school-based start-ups
7. Capacity and skills – for teachers
8. Investment – to ensure equality and excellence
9. Evaluation

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tom fleming / creative consultancy /

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tom fleming / creative consultancy /
Opening up our
cultural
organisations

33. 33
tom fleming / creative consultancy /
Engaging
employers
Brokerage
Accreditation
WRL

34. 34
tom fleming / creative consultancy /
Mobilising creative
entrepreneurship in
formal and non-
formal learning
settings

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The school’s task to promote knowledge lays the foundations for
pupils’ future opportunities in life. Compulsory school is also
required to stimulate pupils’ curiosity, self-confidence and ability
to take decisions and in other ways to focus on skills that are vital
for entrepreneurship .
(Swedish Strategy for Entrepreneurship
in the Area of Education)
tom fleming / creative consultancy /

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Singapore's schools have become global role models, with
consistently high results in international tests. But now they
want to move beyond this - towards something that
cultivates creativity and what they term as ''holistic education” .
(Minister for Education, Heng Swee Keat)
tom fleming / creative consultancy /

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Creativity is a fundamental attribute that
underpins all thought and all learning.
Creativity needs to become 'ordinary’ – a part
of the everyday life of everybody.
(Anthony Sargent and Katherine Zeserson - Beginning at the
beginning, the creativity gap)
tom fleming / creative consultancy /

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We are the UK’s leading international
consultancy for the creative economy.
We offer strategy and policy leadership
across the creative, cultural and arts sectors.
Through research, evaluation, collaboration
and advocacy, we are a think and do tank
for the creative economy. We offer technical
expertise, strategic thinking and the tools to
position creativity to the heart of society.
info@tfconsultancy.co.uk
www.tfconsultancy.co.uk
@tfconsultancy
tom fleming / creative consultancy /