In December 2010 we held an 'Inspiration Day' for our client Capitec Bank. As CCO my role was to define our point of view on creativity and provide examples of how the agency embodies this creative spirit internally. It was a good day and the work was well received.

1. Creativity.
Clint Bryce
Quirk, Group CCO
7 DECEMBER 2010
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Thursday 09 December 2010

2. 1
2
3
DEFINE.
DELIVER.
MEASURE.
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Thursday 09 December 2010

3. Creativity.
What’s Your Point Of View?
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Thursday 09 December 2010

4. “ Most people are other
people.
Their thoughts are
someone else’s
opinions,
their lives a mimicry,
their passions a
quotation.”
- Oscar Wilde.
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Thursday 09 December 2010

5. “ Most people are other
people.
Their thoughts are
someone else’s
opinions,
their lives a mimicry,
their passions a
quotation.”
- Oscar Wilde.
What’s Your Opinion?
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Thursday 09 December 2010

6. Paul Arden, “Whatever you think, think the opposite.”
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Thursday 09 December 2010
If just depends from which pole
you are looked at.
You are always wrong.
You are always right.
But there is no right point of view.
The is a small point of view which
just a view share.
There is a large point of view
which the majority share.
There is a personal point of view.
There is a conventional or popular
point of view.
There is no right point of view.

7. People are like sheep: they follow the leader.
It is the leader who has a point of view about which
way they should go.
Having an original point of view or angle is a novelty.
Recognising its value is intelligent.
Having the courage to stand up for it in the face of
public opinion is what makes you a winner.
Paul Arden, “Whatever you think, think the opposite.”
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Thursday 09 December 2010

8. Let’s turn this presentation upside down.
THINGS ARE LOOKING UP ALREADY.
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Thursday 09 December 2010

9. Turn this presentation upside down.
THINGS ARE LOOKING UP ALREADY.
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Thursday 09 December 2010

10. 1
DEFINE.
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Thursday 09 December 2010
Our Point Of View on Creativity
is the foundation upon which we
approach our opportunities,
challenges and tasks ...

11. 1
DEFINE.
Our definition of creativity.
Creativity is the entire process by which ideas
are generated, developed and transformed into
value*.
It encompasses what people commonly mean
by innovation and entrepreneurship.
*John Kao, “Jamming” © 1996
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Thursday 09 December 2010

12. 1
DEFINE.
Our definition of creativity.
It connotes both the art of giving birth to new ideas
and the discipline of shaping and developing those
ideas to the stage of realized value for all
stakeholders*.
(*customers, shareholders, investors, teams and employees).
*John Kao, “Jamming” © 1996
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Thursday 09 December 2010

13. 1
DEFINE.
Our definition of creativity.
It is finding the sweet spot that exists between the
idea, visual and interaction aesthetic ... as well as
the creative application of the technology.
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Thursday 09 December 2010

14. 1
DEFINE.
Our definition of creativity.
It is finding the sweet spot that exists between the
idea, visual and interaction aesthetic ... as well as
the creative application of the technology.
Tech
Idea
Aesthetics
think. create. engage. optimise.
Thursday 09 December 2010

15. 1
DEFINE.
Our definition of creativity.
We believe that if we succeed in achieving these
criteria, the solution or product we produce will
deliver positive results, and therefor be successful.
Tech
Idea
Aesthetics
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Thursday 09 December 2010

16. 1
DEFINE.
Our definition of creativity.
We believe that if we succeed in achieving these
criteria, the solution or product we produce will
deliver positive results, and therefor be successful.
Tech
Idea
Success
Aesthetics
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Thursday 09 December 2010

17. 2
DELIVER.
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Thursday 09 December 2010
Organizational Creativity.

18. Here’s to the crazy ones*.
The misfits. The rebels. The
troublemakers.
The round pegs in the square hole.
The ones who see things differently.
They’re not fond of rules. And they have
no respect for the status quo.
You can quote them, disagree with them,
glorify or vilify them.
Everybody wants to be inspired.
About the only thing you can’t do is
ignore them.
Because they change things.
They push the human race forward.
And while some may see them as the
crazy ones, we see genius.
*Apple Computer advertising, © 9/271997
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Thursday 09 December 2010
Because the people who are crazy enough
to think they can change the world, are
the ones who do.

19. Introduced the
Creativity ‘two-step’ Economy
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Thursday 09 December 2010

20. BLEED AWARENESS.
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Thursday 09 December 2010
CALIBRATE THE CLIMATE.

21. Bleed Awareness.
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Thursday 09 December 2010

22. Awareness refers to our collective understanding of what creativity is.
What it stands for.
What it means.
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Thursday 09 December 2010

23. Then infuse, imbue, and instill a respect for and belief
in the power it holds throughout the company.
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Thursday 09 December 2010

24. From the highest circles of governance ...
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Thursday 09 December 2010

25. ... to the water cooler, balconies, gym’s,
pubs and clubs, conferences ...
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Thursday 09 December 2010

26. Calibrate the ‘Inspiration Climate’.
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Thursday 09 December 2010

27. Calibrate the ‘In spirit’.
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Thursday 09 December 2010

28. Attitude is the
perception we have of
our own creativity.
We learn to pay
attention to our own
flexibility, share our
creativity, and dispose of
outdated mental models
(i.e. preconceived
notions).
Attitude
‘Creativity Climate Questionnaire’, Unilever publication (Frijling and Mostert, 1999)
Thursday 09 December 2010

29. Behaviour refers to the actions
and interactions of our team with
respect to creativity.
Attitude
Areas include team composition,
coaching-style, and the extent to
which risk-taking is encouraged.
Behaviour
‘Creativity Climate Questionnaire’, Unilever publication (Frijling and Mostert, 1999)
Thursday 09 December 2010

30. A Flop.
Skills comprise knowledge, learning and
creativity techniques.
Attitude
Behaviour
Skills
This also includes application method
(tools and techniques) of creativity skills
during work or problem-solving exercises.
‘Creativity Climate Questionnaire’, Unilever publication (Frijling and Mostert, 1999)
Thursday 09 December 2010

31. Structures refer to idea-management
structures and the organizational processes
that stimulate and support creativity.
Attitude
Behaviour
Skills
Structures
‘Creativity Climate Questionnaire’, Unilever publication (Frijling and Mostert, 1999)
Thursday 09 December 2010

32. Environmental aspects in the organization
encourage or discourage creativity.
Factors include high-level support and
decision-making, communication, corporate
culture, workplace layout and physical
environment: i.e. Find your woodshed.
Attitude
Behaviour
Skills
Structures
Environment
Thursday 09 December 2010
‘Creativity Climate Questionnaire’, Unilever publication (Frijling and Mostert, 1999)

33. 3
MEASURE.
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Thursday 09 December 2010
A Model to Measure Creativity.

34. A Model to Measure Creativity.
Identify the ‘vital factors’ for ‘Idea’, Aesthetics + Technology
Frame questions
Introduce scoring mechanism
4 possible answers:
Average
d
Thursday 09 December 2010
Good
c
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Outstanding
b
Establish review panel
a
Poor

35. think. create. engage. optimise.
Thursday 09 December 2010

36. Creativity Clock.
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Thursday 09 December 2010

37. 1
Does the idea surprise and delight you?
2
Is it relevant to the brand positioning?
3
Is it relevant to the intended audience?
4
Does it enhance and promote the product /
service / brand beyond the ordinary?
a
Outstanding
b
Good
c
Average
d
Poor
think. create. engage. optimise.
Thursday 09 December 2010
Idea

38. 5
Is the interface visually engaging, well-crafted and
of a high quality?
6
Do you always know what to do next (without thinking):
does the work respond intuitively and elegantly?
7
Is the tone of voice correct and the messaging unique
(including error messages and feedback)?
8
Is the copy optimised for an online audience of
readers and spiders?
a
Outstanding
b
Good
c
Average
d
Poor
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Thursday 09 December 2010
Aesthetics

39. 9
Did the technology surprise (favorably)
and impress, enhancing and pushing
the idea beyond the ordinary?
10
Does everything work as you
expect it to?
11
Does the use of technology hinder or
confuse, or is it used unnecessarily?
Tech
a
Outstanding
b
Good
c
Average
d
Poor
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Thursday 09 December 2010
12 Do pages and interactions load
quickly, maintaining a responsive
experience?

40. 12
The Creativity Clock.
1
11
10
2
Tech
Idea
9
3
8
Aesthetics
7
5
6
think. create. engage. optimise.
Thursday 09 December 2010
4

41. 12
The Creativity Clock.
1
11
10
2
Tech
Idea
9
3
8
Aesthetics
7
5
6
think. create. engage. optimise.
Thursday 09 December 2010
4

42. 12
The Creativity Clock.
1
11
10
2
Tech
Idea
9
3
8
Aesthetics
7
5
6
think. create. engage. optimise.
Thursday 09 December 2010
4

43. 12
The Creativity Clock.
1
11
10
2
Tech
Idea
9
d
8
a
4
5
6
Thursday 09 December 2010
b
Aesthetics
7
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c
3

44. For instance ...
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Thursday 09 December 2010

45. think. create. engage. optimise.
Thursday 09 December 2010

46. Project aggregate
October Scorecard
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Thursday 09 December 2010
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47. Vital factors
Question
AVERAGE
%
[1. Does the idea surprise and delight you?]
2.43
48%
[2. Is it relevant to the brand positioning?]
2.80
56%
[3. Is it (the idea and the medium) relevant to the intended audience?]
2.83
56%
[4. Does it enhance and promote the product / service / brand beyond the ordinary?]
2.38
47%
[5. Is the interface visually engaging, well-crafted and of a high-quality?]
2.47
49%
[6. Do you always know what to do next (without thinking): does the work respond intuitively and elegantly?]
2.33
47%
[7. Is the tone of voice correct and the messaging unique (including error messages and feedback)?]
2.56
51%
[8. Is the copy optimised for an online audience of readers and spiders?]
2.34
47%
[9. Did the technology surprise (favourably) and impress, enhancing and pushing the idea beyond the ordinary?]
2.18
43%
2.61
52%
[11. Does the use of technology hinder or confuse; is it used unnecessarily?]
2.64
53%
[12. Do pages and interactions load quickly, maintaining a responsive experience?]
2.66
53%
[13. Rate your experience.]
2.22
44%
[10. Does everything work as you expect it to? (No requirement to test in multiple devices - rather review in your natural
environment. This includes remember me on logins, field specific form validation, seamless sharing, back button
supported on AJAX, etc.)]
think. create. engage. optimise.
Thursday 09 December 2010

48. A tip ‘o the bowler hat ...
Mr John Kao - who inspired our definition
Guy Kawasaki - my hero (besides Rob and Justin Spratt)
Paul Arden - who inspired me to turn this presentation upside down
Unilever - ‘Creativity Climate publication’ 1990
Numerous google images
think. create. engage. optimise.
Thursday 09 December 2010

49. !
EXERCISE.
think. create. engage. optimise.
Thursday 09 December 2010
Testing the design.

50. Nike Plus
Clock
Council
Thursday 09 December 2010

51. Clock
Council
Thursday 09 December 2010

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Nike Plus
Council
Thursday 09 December 2010
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Idea
Aesthetics
Clock
Nike Plus
Council
Thursday 09 December 2010
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54. Now it’s your turn.
think. create. engage. optimise.
Thursday 09 December 2010

55. Exercise.
3 Teams:
Blue
‣ White
‣ Red
‣
Carefully review the new Capitec Bank Website
Rate the Clock using the paper questionnaire form
think. create. engage. optimise.
Thursday 09 December 2010

56. Thursday 09 December 2010

57. Thank you. Thank you very much.
“There is a creativity in the air here, possibly even
in the soil and in water; a creativity that helped to
activate the music in Elvis’ soul from any early
age. A creativity that would allow him to embrace
bedazzled and colorful jumpsuits, activate his
rhythmic hips, have a Cadillac painted pink, and
eat fried peanut butter and banana sandwiches.”
- Journalist on the Elvis and Memphis relationship.
think. create. engage. optimise.
Thursday 09 December 2010