Aquent/AMA Webcast: Driving Change with Creativity
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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. ...

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 Presentation Transcript

  • 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. Driving Changewith CreativityTommy Lynn, Global Brand Creative Global Marketing
  • 3. Source: Derek Sivers, Leadership Lessons from a Dancing Guy, Feb 02, 2011Driving Change with Creativity Global Marketing 2
  • 4. meQuick background onDriving Change with Creativity Global Marketing 3
  • 5. About me Sociology/Psychology + Design + BusinessDriving Change with Creativity Global Marketing 4
  • 6. About meDriving Change with Creativity Global Marketing 5
  • 7. About meDriving Change with Creativity Global Marketing 6
  • 8. About meDriving Change with Creativity Global Marketing 7
  • 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. changeDriving Change with Creativity Global Marketing 9
  • 11. Don’t just embrace change.Drive it. Inspire & Vision Change ActivateDriving Change with Creativity Global Marketing 10
  • 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. creativity is thinking, not doing.Driving Change with Creativity Global Marketing 12
  • 14. we are allcreativeDriving Change with Creativity Global Marketing 13
  • 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. Creativity Innovation Brand Loyalty Healthy businessDriving Change with Creativity Global Marketing 15
  • 17. Harnessing creativityDriving Change with Creativity Global Marketing 16
  • 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. 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. non-linear Creativity is not an A-Z, 9-5, black-and-white process.Driving Change with Creativity Global Marketing 19
  • 21. “None of us is as smart as all of us.” Chinese ProverbDriving Change with Creativity Global Marketing 20
  • 22. How can we structureour thinking to harnesscreativity and drivemeaningful change?Driving Change with Creativity Global Marketing 21
  • 23. Convergent thinking “what is.”Driving Change with Creativity Global Marketing 22
  • 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. Divergent thinking “what if ?”Driving Change with Creativity Global Marketing 24
  • 26. Divergent thinkingEnvisioning multipleways to solve a problemby considering newapproaches andperspectives.Driving Change with Creativity Global Marketing 25
  • 27. Its aboutperspectiveDriving Change with Creativity Global Marketing 26
  • 28. Zoom out.Driving Change with Creativity27 Confidential 2/16/2012 Global Marketing 27
  • 29. Reframing convergent thinkingA means to assess andrefine ideas - ensuringwe drive value andmeet objectivesDriving Change with Creativity Global Marketing 28
  • 30. Creative thinking Diverge ConvergeDriving Change with Creativity Global Marketing 29
  • 31. Within the design processDefine Discover Explore Design Deliver Driving Change with Creativity Global Marketing 30
  • 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. 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. Back to…Driving Change with Creativity Global Marketing 33
  • 35. What change will youdrive withcreativity?Driving Change with Creativity Global Marketing 34
  • 36. Thank you@tommylynn / tommy_lynn@dell.com Global Marketing