A lateral point of view on the concept of creative risk taking, Presented at Momentum Worldwide 30th September 2015

1. CREATIVE RISK TAKING
- a story of fear, failure and serendipity -

2. CURIOUSNYC_2015
Thoughts based on
25 YEARS OF WORKING WITH SMART PASSIONATE DRIVEN PEOPLE
THEY ALL SHARED ONE THING IN COMMON…

3. CURIOUSNYC_2015
in the power of
CREATIVITY
Love and belief

4. CURIOUSNYC_2015
let’s get started…

5. CURIOUSNYC_2015
What
is
CREATIVITY?

6. CURIOUSNYC_2015
Start
with the
OPPOSITE

7. CURIOUSNYC_2015
QUESTION TIME
Mindlessness?
or
Predictability?

8. CURIOUSNYC_2015
Mindlessly go about your days…
Never questioning the norm…
Solving the same problems the same way…
Never wondering if you could do it differently or better…
Seeing things for what they are, not what they could be…
Mindlessness
Source: Quora.com - Eva Glasrud, BA and MA in Psychology

9. CURIOUSNYC_2015
If being Creative requires a different approach from
the Predictable…
Creativity can't exist without predictability.
Creativity is deviation from the Predictable.
If Predictable defines the norm.
Then Creativity is divergent to the norm.
Predictability?

10. CURIOUSNYC_2015
maybe it boils down to the same thing?

11. CURIOUSNYC_2015
CREATIVITY IS DIVERGENT THINKING
that breaks with a norm to result in a
POSITIVE OR DESIRED OUTCOME
by doing or making something
UNEXPECTED

12. CURIOUSNYC_2015 Source: Shepard Fairey

13. CURIOUSNYC_2015
Creativity
is about
SOLVING PROBLEMS

14. CURIOUSNYC_2015

15. CURIOUSNYC_2015
OUR CHALLENGES AND PROBLEMS MORE ACCUTE

16. CURIOUSNYC_2015
TIMELESS
UNIVERSAL
ABUNDENT
FREE
Creativity
is
PHYSIOLOGIAL
SAFETY
LOVE/BELONGING
SELF ESTEEM
SELF
ACTUALISATION
achievement, respect
friends, family, partner
safety and security of friends and family
breathing, food, water and rest
MASLOW’S HIERARCHY OF NEEDS

17. CURIOUSNYC_2015
So what’s the risk in being creative?

18. CURIOUSNYC_2015
Creativity
demands and creates
CHANGE

19. CURIOUSNYC_2015
Change
comes with
UNCERTAINTY

20. CURIOUSNYC_2015
and
FEAR
futures expected ahead (of) reality
Source: gladlad.deviantart.com

21. CURIOUSNYC_2015
Let’s start with some biology

22. CURIOUSNYC_2015
hormōn: to set in motion, stimulate,
how we feel
how we think
how we behave
our passion
our appetite
our habits
…and our creativity

23. CURIOUSNYC_2015
The brain’s emotional processor in the temporal lobe - most
commonly known as where our sense of fear emanates from.
Connects to all our sensory and stimulus systems and creates
emotional reactivity -higher order systems like pre frontal cortex.
A series of learned stimuli and inputs, affect outputs and
consequently our feelings and behaviors.
Can result in hormonal imbalance…
The Amygdala

24. CURIOUSNYC_2015
Control center for the
amount of CORTISOL
and other hormones
we make
Pituitary
Hypothalmus
Amygdala
Adrenal
Glands
“endocrine” glands
where CORTISOL
is made

25. CURIOUSNYC_2015
Thyroid
DHEAProgesterone
Testosterone Estrogen
Insulin
Key to stress, balance and vitality
Blood Pressure
Blood Sugar
Immune System
Wired Tired
CORTISOL
Source: Model Health Show E72 Dr Sara Gottfried

26. CURIOUSNYC_2015
So how do we manage it…

27. CURIOUSNYC_2015
Sleep
Not getting a good nights sleep raises cortisol.
A Domino effect on other hormones and how vital we feel.

28. CURIOUSNYC_2015
Why Sleep?
Research confirms sleep improves our ability to come up with creative solutions to problems.
Solutions to problems come to us during sleep - a phenomenon cognitive scientists call "pattern recognition."
This relaxed brain state creates new connections and neural pathways— known as neuroplasticity.

29. CURIOUSNYC_2015
Other hormone considerations
Environmental:
What and when we eat
Exercise
Technology
Blue light suppresses melatonin
Generates cortisol - detracts from rejuvinative
and creative REM sleep - stage 3-4
Solutions:
Run/Swin
Eat early
Coffee… or not
f.lux install /Opera mini
Sleep sanctuary
No EMG fields
Blackout
Zeolites

30. CURIOUSNYC_2015
Creativity throughout the day
gamma beta alpha theta delta
These are the
slowest recorded
brain waves in
human beings.
This particular
frequency range is
involved in
daydreaming and
sleep
This frequency
range bridges the
gap between our
conscious thinking
and subconscious
mind.
These are known
as high frequency
low amplitude
brain waves that
are commonly
observed while
we are awake.
These are
involved in higher
processing tasks
as well as
cognitive
functioning.
Focusing our creative thinking time

31. CURIOUSNYC_2015
Meditation
Visualization
Goal setting
Affirmations
Source: Scott Adams

32. CURIOUSNYC_2015
and practice…

33. CURIOUSNYC_2015
so we can mitigate risk?

34. CURIOUSNYC_2015
We need to focus
on
FAILURE

35. CURIOUSNYC_2015
“when it comes to creative
endeavors the concept of zero
failure is less than useless. It is
counterproductive”
Ed Catmull

36. CURIOUSNYC_2015
Plan
for
FAILURE?

37. CURIOUSNYC_2015
NEW IDEAS ARE FULL OF
ERRORS WAITING TO HAPPEN
Try something, if it fails then learn from it, change it or
move on. Don’t repeat it.

38. CURIOUSNYC_2015
“Success consists of going
from failure to failure
without loss of enthusiasm.”
Winston Churchill

39. CURIOUSNYC_2015
Focus
on
SUCCESS

40. CURIOUSNYC_2015
“Innovation is almost always not successful
the first time out. You try something, and it
doesn’t work, and it takes confidence to
then say, ‘Well, we haven’t failed yet—let’s
try something else”
Clayton Christensen

41. CURIOUSNYC_2015
Creativity
demands
PERSISTENCE
(and a lot of belief)

42. CURIOUSNYC_2015
“Many of life’s failures are men
who did not realize how close
they were to success when they
gave up.”
Thomas Edison

43. CURIOUSNYC_2015
…nor should it be
Problems, challenges, ambushes and failures are
necessary diversions on the path to achieving excellence.
IT’S NEVER EASY

44. CURIOUSNYC_2015
“My great concern is not whether you
have failed, but whether you are
content with your failure.”
Abraham Lincoln

45. CURIOUSNYC_2015
what about risk free environments?

46. CURIOUSNYC_2015
Creativity
is fueled by
MOTION

47. CURIOUSNYC_2015
We keep moving forward, opening
new doors, and doing new things,
because we're curious and
curiosity keeps leading us down
new paths.
Walt Disney

48. CURIOUSNYC_2015
But
driven
BY TEAMS

49. CURIOUSNYC_2015
“You can design and create, and
build the most wonderful place in
the world. But it takes people to
make the dream a reality.”
Walt Disney

50. CURIOUSNYC_2015
DREAMER
(what)
REALIST
(how)
CRITIC
(why)
The Disney Way
imagining what
is possible
planning how to
reach goals
evaluating the plan according to
key values and looking for
problems and missing links
Creative
Strategy
Be prepared to play each role when required
- a combination of vision action and logic.
DREAMER
(what)
what is the long term vision?
what is the purpose of the project?
what is the potential benefit to the
customers or other stakeholders?
what other opportunities could the
project lead to in the future?

51. CURIOUSNYC_2015
DREAMER
(what)
REALIST
(how)
CRITIC
(why)
The Disney Way
imagining what
is possible
planning how to
reach goals
evaluating the plan according to
key values and looking for
problems and missing links
Creative
Strategy
Be prepared to play each role when required
- a combination of vision action and logic.
REALIST
(how)
what is the time frame?
who are the actors…(resources
required)?
how do we take the first/next
steps?
how do we find the required
resources for the project

52. CURIOUSNYC_2015
DREAMER
(what)
REALIST
(how)
CRITIC
(why)
The Disney Way
imagining what
is possible
planning how to
reach goals
evaluating the plan according to
key values and looking for
problems and missing links
Creative
Strategy
Be prepared to play each role when required
- a combination of vision action and logic.
CRITIC
(why)
why might someone object to the
project or be negatively affected?
what are their needs and
expectations?
what is missing ?
under what circumstances would we
not proceed?

53. CURIOUSNYC_2015
DREAMER
(what)
REALIST
(how)
CRITIC
(why)
Everyone is needed
imagining what
is possible
planning how to
reach goals
evaluating the plan according to
key values and looking for
problems and missing links
Creative
Strategy
a dreamer without a realist and critic remains a dreamer
a realist without a dreamer and critic is a robot
a critic without a dreamer and realist is an idea killer
a dreamer and a realist without a critic can prototype
but lack the quality to sell or launch
a critic and a realist without a dreamer are a bureaucracy
a dreamer and a critic without a realist are a roller coaster
of manic depression.
Be prepared to play each role when required
- a combination of vision action and logic.
Source: successfullgenius.com

54. CURIOUSNYC_2015
Disney used the imagineering strategy to create high quality films. However
the basic elements of the strategy can be applied to any situation where
creativity, planning and decision making are required.

55. CURIOUSNYC_2015
Risk
limiting
ENVIRONMENTS

56. CURIOUSNYC_2015
But
SEEK OPENNESS
KILL HIERARCHIES
BAN EGOS
POLITENESS,
RESPECT AND
EMBARRASSMENT
CAN BE ENEMIES TO
CREATIVITY

57. CURIOUSNYC_2015
Ok Mark,
let’s talk about the real world ….

58. CURIOUSNYC_2015
Changes
SIESMIC?
are

59. CURIOUSNYC_2015

60. CURIOUSNYC_2015

61. CURIOUSNYC_2015

62. CURIOUSNYC_2015

63. CURIOUSNYC_2015
Change
SCALE
is on a

64. CURIOUSNYC_2015

65. CURIOUSNYC_2015
Vast potential
of our
TECHNOLOGICAL
REVOLUTION
Robotics
New economic structuresEmerging business models
Superintelligence/ AI Nanotechnology Biohazards/terrorism
Population decrease

66. CURIOUSNYC_2015
and in our industry…

67. CURIOUSNYC_2015
“By 2020, the digital universe will grow by a factor of 300, from 130
exabytes to 40,000 exabytes. The wealth of information on the Web will
be incredible, as will the potential for effective marketing.
Jim Yu - CEO of BrightEdge
“the creative realm will always belong to people.”
Source: IDC (International Data Corporation)
The role of machine learning is to provide marketers with the insights
they need to optimize their content production…”

68. CURIOUSNYC_2015
Great News
but…

69. CURIOUSNYC_2015
Consumers time is
FINITE.
Content increasing
EXPONENTIALLY
Attention spans
FALL Engagement becomes
SCARSE
Pressure increases on
CREATIVES
AND YOU”RE
FIRED

70. CURIOUSNYC_2015
WE CAN’T LIMIT
our
CREATIVITY

71. CURIOUSNYC_2015
Creativity
is a
PERSONAL MISSION

72. CURIOUSNYC_2015
If you always put limit on everything you do,
physical or anything else. It will spread into
your work and into your life. There are no limits.
There are only plateaus, and you must not stay
there, you must go beyond them.
Bruce Lee

73. CURIOUSNYC_2015
We are all creative
it’s up to us to
APPLY IT

74. CURIOUSNYC_2015
“All children are artists.
The problem is how to
remain an artist once he
grows up.”
Pablo Picasso

75. CURIOUSNYC_2015
Creativity exists
in every
CRAFT

76. CURIOUSNYC_2015
Ed Catmull
“cutting up and reassembling
what has come before, gives the
illusion of creativity, but it is craft
without art.
Craft is what we are expected to
know; art is the unexpected use
of our craft.”
Ed Catmull

77. CURIOUSNYC_2015
Imagination is more important than knowledge.
For knowledge is limited to all we now know and
understand, while imagination embraces the
entire world, and all there ever will be to know
and understand.
Albert Einstein

78. CURIOUSNYC_2015
Start imaging it
and then
MAKE /DO SOMETHING
UNEXPECTED

79. CURIOUSNYC_2015
a final thought…

80. CURIOUSNYC_2015
Being creative
is not
THE RISK

81. CURIOUSNYC_2015
Not being creative
is the
THE RISK

82. CURIOUSNYC_2015
Thank You
@mark_fallows
mark@wearecuriousnyc.com
wearecuriousnyc.com