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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.

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.

Published in: Business, Education

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  • 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. Creativity How it works for work
  • 3. Design
  • 4. Creativity in Design: IDEO
  • 5. Creativity in Design: IDEO
  • 6. Creativity in Design: IDEO
  • 7. Creativity in Design: IDEO
  • 8. Advertising
  • 9. Creativity in Advertising: Rosser Reeves
  • 10. Creativity in Advertising: David Ogilvy
  • 11. Creativity in Advertising: Bill Bernbach
  • 12. Creativity in Advertising Creativity in Advertising: Jacques Seguela’
  • 13. Creativity in Advertising: James Webb Young
  • 14. Fine Arts
  • 15. Understanding Creativity: F. X. Messerschmidt
  • 16. Understanding Creativity: F. X. Messerschmidt
  • 17. Understanding Creativity: F. X. Messerschmidt
  • 18. Understanding Creativity: F. X. Messerschmidt
  • 19. Understanding Creativity: F. X. Messerschmidt
  • 20. Dynamic Psychology
  • 21. Understanding Creativity: Ernst Kris
  • 22. Understanding Creativity: Siegmund Freud
  • 23. Understanding Creativity: C.G. Jung
  • 24. Understanding Creativity: J. Chasseguet Smirgel
  • 25. “Work”
  • 26. Understanding Creativity: What is it? Is it conscious or unconscious? Is it a talent or a skill? Is it ordinary or extraordinary?
  • 27. Understanding Creativity: Metaphors creation from nothing maternity seeding mosaic light peaks within continuity erotic pleasure dance mystical experience Newton’s apple
  • 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. 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. 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. 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. 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. Understanding Creativity at Work: Elliot Jacques
  • 34. Understanding Creativity at Work: Frameworks Employee work: external framework of reference Creative work: totally symbolic without reference Managerial work: intermediate
  • 35. Understanding Creativity at Work Internal Reparation (Restoration) of Primary Object plus Symbolic Creation in the External World
  • 36. Understanding Creativity at Work If “things” do not work: Depressive Anxiety
  • 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. 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. Understanding Creativity: The Midlife Crisis The impact of mid-life crisis From Mozart to Sculpture
  • 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