Driving Change with CreativityThink design is just about creating products or logos? Thinkagain. In fact, designers can he...
Driving Changewith CreativityTommy Lynn, Global Brand Creative                                    Global Marketing
Source: Derek Sivers, Leadership Lessons from a Dancing Guy, Feb 02, 2011Driving Change with Creativity                   ...
meQuick background onDriving Change with Creativity   Global Marketing   3
About me     Sociology/Psychology                                    +                                 Design             ...
About meDriving Change with Creativity   Global Marketing   5
About meDriving Change with Creativity   Global Marketing   6
About meDriving Change with Creativity   Global Marketing   7
“There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no prog...
changeDriving Change with Creativity   Global Marketing   9
Don’t just embrace change.Drive it.                                 Inspire &               Vision                        ...
According to the IBM 2010 Global CEO Study, which surveyed 1,500 CEOs from 60 countries and 33 industries worldwide, CEOs ...
creativity is thinking, not doing.Driving Change with Creativity   Global Marketing   12
we are allcreativeDriving Change with Creativity   Global Marketing   13
“All children are artists. The problem is how to remain an artist once he grows up.”                                 -Pabl...
Creativity              Innovation                     Brand                   Loyalty                          Healthy bu...
Harnessing  creativityDriving Change with Creativity   Global Marketing   16
In order for creativity to drive change(i.e. brand perception, innovation,revenue)...1. (Really) Understand the problem2. ...
Take time to                                 think                                 Spending time with your                ...
non-linear                Creativity is not an A-Z, 9-5, black-and-white process.Driving Change with Creativity           ...
“None of us is as smart as all of us.”                                 Chinese ProverbDriving Change with Creativity    Gl...
How can we structureour thinking to harnesscreativity and drivemeaningful change?Driving Change with Creativity   Global M...
Convergent thinking                                 “what is.”Driving Change with Creativity                Global Marketi...
(Pure) Convergent thinkingFocus on a single answer toa single problem with astrong emphasis on speed,accuracy and logic.Dr...
Divergent thinking                             “what if ?”Driving Change with Creativity             Global Marketing   24
Divergent thinkingEnvisioning multipleways to solve a problemby considering newapproaches andperspectives.Driving Change w...
Its aboutperspectiveDriving Change with Creativity   Global Marketing   26
Zoom out.Driving Change with Creativity27   Confidential   2/16/2012    Global Marketing   27
Reframing convergent thinkingA means to assess andrefine ideas - ensuringwe drive value andmeet objectivesDriving Change w...
Creative thinking                                 Diverge                                           ConvergeDriving Change...
Within the design processDefine                           Discover                                      Explore           ...
The most brilliant ideain the world won’t doyou any good if youcan’t deliver on it.Driving Change with Creativity   Global...
In order for creativity to drive change (i.e. brandperception, innovation, revenue)...1.     (Really) Understand the probl...
Back to…Driving Change with Creativity   Global Marketing   33
What change will youdrive withcreativity?Driving Change with Creativity   Global Marketing   34
Thank you@tommylynn / tommy_lynn@dell.com                                   Global Marketing
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Aquent/AMA Webcast: Driving Change with Creativity

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Think design is just about creating products or logos? Think again. In fact, designers can help businesses to innovate, solve problems, and grow in new ways.

In this webcast, Tommy Lynn, Global Creative Director at Dell speak on how to use creative thinking to discover what can be done by harnessing divergent and convergent thinking, and to understand where creativity can fit into a company’s overall strategic plan.

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Aquent/AMA Webcast: Driving Change with Creativity

  1. 1. Driving Change with CreativityThink design is just about creating products or logos? Thinkagain. In fact, designers can help businesses to innovate, solveproblems, and grow in new ways. In this webcast, Tommy Lynn,Global Creative Director at Dell speak on how to use creativethinking to discover what can be done by harnessing divergentand convergent thinking, and to understand where creativity canfit into a company’s overall strategic plan. Some of thehighlights are: How you can use objectives as boundaries while driving innovationbreakthrough Learning when and where to think possibilities vs. deliverables How to guide creative thinking
  2. 2. Driving Changewith CreativityTommy Lynn, Global Brand Creative Global Marketing
  3. 3. Source: Derek Sivers, Leadership Lessons from a Dancing Guy, Feb 02, 2011Driving Change with Creativity Global Marketing 2
  4. 4. meQuick background onDriving Change with Creativity Global Marketing 3
  5. 5. About me Sociology/Psychology + Design + BusinessDriving Change with Creativity Global Marketing 4
  6. 6. About meDriving Change with Creativity Global Marketing 5
  7. 7. About meDriving Change with Creativity Global Marketing 6
  8. 8. About meDriving Change with Creativity Global Marketing 7
  9. 9. “There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.” —Edward de BonoDriving Change with Creativity Global Marketing 8
  10. 10. changeDriving Change with Creativity Global Marketing 9
  11. 11. Don’t just embrace change.Drive it. Inspire & Vision Change ActivateDriving Change with Creativity Global Marketing 10
  12. 12. According to the IBM 2010 Global CEO Study, which surveyed 1,500 CEOs from 60 countries and 33 industries worldwide, CEOs believe: “More than rigor, management discipline, integrity or even vision—successfully navigating an increasingly complex world will require creativity."Driving Change with Creativity Global Marketing 11
  13. 13. creativity is thinking, not doing.Driving Change with Creativity Global Marketing 12
  14. 14. we are allcreativeDriving Change with Creativity Global Marketing 13
  15. 15. “All children are artists. The problem is how to remain an artist once he grows up.” -Pablo PicassoDriving Change with Creativity Global Marketing 14
  16. 16. Creativity Innovation Brand Loyalty Healthy businessDriving Change with Creativity Global Marketing 15
  17. 17. Harnessing creativityDriving Change with Creativity Global Marketing 16
  18. 18. In order for creativity to drive change(i.e. brand perception, innovation,revenue)...1. (Really) Understand the problem2. Use objectives as boundaries3. Collaborate4. Think big, broad5. Drive forward6. Take actionDriving Change with Creativity Global Marketing 17
  19. 19. Take time to think Spending time with your problem early on will lead to greater creativity in your final product.Driving Change with Creativity Global Marketing 18
  20. 20. non-linear Creativity is not an A-Z, 9-5, black-and-white process.Driving Change with Creativity Global Marketing 19
  21. 21. “None of us is as smart as all of us.” Chinese ProverbDriving Change with Creativity Global Marketing 20
  22. 22. How can we structureour thinking to harnesscreativity and drivemeaningful change?Driving Change with Creativity Global Marketing 21
  23. 23. Convergent thinking “what is.”Driving Change with Creativity Global Marketing 22
  24. 24. (Pure) Convergent thinkingFocus on a single answer toa single problem with astrong emphasis on speed,accuracy and logic.Driving Change with Creativity Global Marketing 23
  25. 25. Divergent thinking “what if ?”Driving Change with Creativity Global Marketing 24
  26. 26. Divergent thinkingEnvisioning multipleways to solve a problemby considering newapproaches andperspectives.Driving Change with Creativity Global Marketing 25
  27. 27. Its aboutperspectiveDriving Change with Creativity Global Marketing 26
  28. 28. Zoom out.Driving Change with Creativity27 Confidential 2/16/2012 Global Marketing 27
  29. 29. Reframing convergent thinkingA means to assess andrefine ideas - ensuringwe drive value andmeet objectivesDriving Change with Creativity Global Marketing 28
  30. 30. Creative thinking Diverge ConvergeDriving Change with Creativity Global Marketing 29
  31. 31. Within the design processDefine Discover Explore Design Deliver Driving Change with Creativity Global Marketing 30
  32. 32. The most brilliant ideain the world won’t doyou any good if youcan’t deliver on it.Driving Change with Creativity Global Marketing 31
  33. 33. In order for creativity to drive change (i.e. brandperception, innovation, revenue)...1. (Really) Understand the problem Research and empathize2. Use objectives as boundaries Provide the right restraints to get what you need3. Collaborate Tap into the intelligence of those around you4. Think big, broad Zoom out then think ‘what if?’5. Drive forward Refine and improve6. Take actionDriving Change with Creativity Global Marketing 32
  34. 34. Back to…Driving Change with Creativity Global Marketing 33
  35. 35. What change will youdrive withcreativity?Driving Change with Creativity Global Marketing 34
  36. 36. Thank you@tommylynn / tommy_lynn@dell.com Global Marketing
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