Marco Bevolo

“The Golden Crossroads”

  Multidisciplinary Findings for Business Success
 from the Worlds of Fine Arts, De...
Creativity

How it works for work
Design
Creativity in Design: IDEO
Creativity in Design: IDEO
Creativity in Design: IDEO
Creativity in Design: IDEO
Advertising
Creativity in Advertising: Rosser Reeves
Creativity in Advertising: David Ogilvy
Creativity in Advertising: Bill Bernbach
Creativity in Advertising
Creativity in Advertising: Jacques Seguela’
Creativity in Advertising: James Webb Young
Fine Arts
Understanding Creativity: F. X. Messerschmidt
Understanding Creativity: F. X. Messerschmidt
Understanding Creativity: F. X. Messerschmidt
Understanding Creativity: F. X. Messerschmidt
Understanding Creativity: F. X. Messerschmidt
Dynamic Psychology
Understanding Creativity: Ernst Kris
Understanding Creativity: Siegmund Freud
Understanding Creativity: C.G. Jung
Understanding Creativity: J. Chasseguet Smirgel
“Work”
Understanding Creativity: What is it?




         Is it conscious or unconscious?
                Is it a talent or a ski...
Understanding Creativity: Metaphors




           creation from nothing
                 maternity
                  seed...
Understanding Creativity: What is it about?




         It is a highly inclusive conceptual “container”
             It i...
Understanding Creativity: What is it about?




      It is about new combinations of existing elements
         It is abo...
Understanding Creativity: How to measure it?




        It can be measured by the number of deliverables
       It can be...
Understanding Creativity: What is its source?




        It can be the outcome of an unhealthy individual
           It c...
Understanding Creativity: A synthesis

     Creativity is the innovative performance by an individual or by a group


1) a...
Understanding Creativity at Work: Elliot Jacques
Understanding Creativity at Work: Frameworks




        Employee work: external framework of reference
        Creative w...
Understanding Creativity at Work




 Internal Reparation (Restoration) of Primary Object

                        plus

 ...
Understanding Creativity at Work




         If “things” do not work:

          Depressive Anxiety
Understanding Creativity at Work


                              Maniac Defense
(magic omnipotence, grand plans, lack of a...
Understanding Creativity: The Midlife Crisis



               The impact of mid-life crisis

        Accepting the existe...
Understanding Creativity: The Midlife Crisis



             The impact of mid-life crisis




              From Mozart t...
Marco Bevolo

“The Golden Crossroads”

  Multidisciplinary Findings for Business Success
 from the Worlds of Fine Arts, De...
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The Golden Crossroads

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En el marco del evento Emoción Desnuda, Marco Bevolo compartió su experiencia como directivo de Philips Design y su visión sobre cómo alcanzar una nueva aproximación al proceso creativo.

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The Golden Crossroads

  1. 1. Marco Bevolo “The Golden Crossroads” Multidisciplinary Findings for Business Success from the Worlds of Fine Arts, Design and Culture Published by Palgrave MacMillan, UK, End 2009
  2. 2. Creativity How it works for work
  3. 3. Design
  4. 4. Creativity in Design: IDEO
  5. 5. Creativity in Design: IDEO
  6. 6. Creativity in Design: IDEO
  7. 7. Creativity in Design: IDEO
  8. 8. Advertising
  9. 9. Creativity in Advertising: Rosser Reeves
  10. 10. Creativity in Advertising: David Ogilvy
  11. 11. Creativity in Advertising: Bill Bernbach
  12. 12. Creativity in Advertising Creativity in Advertising: Jacques Seguela’
  13. 13. Creativity in Advertising: James Webb Young
  14. 14. Fine Arts
  15. 15. Understanding Creativity: F. X. Messerschmidt
  16. 16. Understanding Creativity: F. X. Messerschmidt
  17. 17. Understanding Creativity: F. X. Messerschmidt
  18. 18. Understanding Creativity: F. X. Messerschmidt
  19. 19. Understanding Creativity: F. X. Messerschmidt
  20. 20. Dynamic Psychology
  21. 21. Understanding Creativity: Ernst Kris
  22. 22. Understanding Creativity: Siegmund Freud
  23. 23. Understanding Creativity: C.G. Jung
  24. 24. Understanding Creativity: J. Chasseguet Smirgel
  25. 25. “Work”
  26. 26. Understanding Creativity: What is it? Is it conscious or unconscious? Is it a talent or a skill? Is it ordinary or extraordinary?
  27. 27. Understanding Creativity: Metaphors creation from nothing maternity seeding mosaic light peaks within continuity erotic pleasure dance mystical experience Newton’s apple
  28. 28. Understanding Creativity: What is it about? It is a highly inclusive conceptual “container” It is about the human ability to innovate It is about: creative agents It is about: the context where creative agents operate It is about: processes It is about: final deliverables
  29. 29. Understanding Creativity: What is it about? It is about new combinations of existing elements It is about the mutations of existing structures It is about transformation of current paradigms
  30. 30. Understanding Creativity: How to measure it? It can be measured by the number of deliverables It can be measured by the degree of differentiation It can be measured by the degree of contextual fit
  31. 31. Understanding Creativity: What is its source? It can be the outcome of an unhealthy individual It can be the outcome of a healthy individual It can be the outcome of a team It can be the outcome of a dysfunctional group It can be the outcome of an unorganized mass
  32. 32. Understanding Creativity: A synthesis Creativity is the innovative performance by an individual or by a group 1) a mix of imagination and realism 2) a mix of pre-conscious divergence and convergence 3) different levels of ability 4) relatively independent from the native talent 5) influenced by context, culture and training 6) personality traits enabling a constant re-organization of individual life 7) supported by group environments, challenged by poor communication
  33. 33. Understanding Creativity at Work: Elliot Jacques
  34. 34. Understanding Creativity at Work: Frameworks Employee work: external framework of reference Creative work: totally symbolic without reference Managerial work: intermediate
  35. 35. Understanding Creativity at Work Internal Reparation (Restoration) of Primary Object plus Symbolic Creation in the External World
  36. 36. Understanding Creativity at Work If “things” do not work: Depressive Anxiety
  37. 37. Understanding Creativity at Work Maniac Defense (magic omnipotence, grand plans, lack of accuracy in the details, early delivery of incomplete work) or Obsessive Defense (excess of details, lack of imagination, lack of decision, delayed delivery) or Schizo-paranoid Regression (inhibition of the thinking process, destruction of symbols, confused organization of internal work, external impression of stupidity)
  38. 38. Understanding Creativity: The Midlife Crisis The impact of mid-life crisis Accepting the existence of destructive drives Accepting the inevitability of one’s own death “Love” prevails or Hate and Envy prevail Reparation and Sublimation stop working Creative development stops
  39. 39. Understanding Creativity: The Midlife Crisis The impact of mid-life crisis From Mozart to Sculpture
  40. 40. Marco Bevolo “The Golden Crossroads” Multidisciplinary Findings for Business Success from the Worlds of Fine Arts, Design and Culture Published by Palgrave MacMillan, UK, End 2009
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