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Robert Bau Systematic Creativity PDA 090612

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Systematic Creativity at an Agency Level. Creativity is the lifeblood of any design agency. Why leave it to chance, luck or flashes of genius? Author: Robert Bau

Systematic Creativity at an Agency Level. Creativity is the lifeblood of any design agency. Why leave it to chance, luck or flashes of genius? Author: Robert Bau


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  • 1. Sssshhh... Don’t Tell the Clients The Sorry State of Creativity in Design Agencies »Innovation by Design« 37th PDA Congress in Stockholm Pan-European Brand Design Association Robert Bau 12 June 2009 mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 2. Systematic Creativity Creativity is the lifeblood of any design agency. So why leave it to chance, luck or flashes of genius? mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 3. Robert Bau: Consultant to creative consultancies Type of clients:  Branding consultancies  Packaging design agencies  Industrial design agencies  Service design agencies  Web/digital/interactive agencies  Architectural firms  Advertising agencies  PR firms  Management & innovation consultancies  Design departments at client companies mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 4. Robert Bau: Consultant to creative consultancies Type of work:  Audits  Strategies and plans  Services  Processes  Methods and tools  Brand/marketing communications  Training  Mentoring  Workspace design  Etc. mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 5. Robert Bau: Consultant to creative consultancies My work experience and educational background:  Now: Independent brand, innovation and design strategist based in London with a wide range of clients all over Europe  Now: Mentor and business coach for startups and SME’s in the creative industries  Now: Popular lecturer and teacher at leading business and design schools in Europe  Previously: Client Director at leading consultancies developing strategies, managing large-scale projects, and leading multi-disciplinary design teams  MBA Design Management (London), MSc Business Administration and Economics (Stockholm), Diploma in Art Direction (roughly equivalent to a BA; Stockholm) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 6. Agency Creativity: Definitions & Boundaries mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 7. Definitions & Boundaries Creativity is a core competence, a process and a service... ...and not merely a brainstorming activity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 8. Definitions & Boundaries External Stakeholder Agency Team Individual mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 9. Definitions & Boundaries Design is an insight-generating, opportunity- identifying, problem-solving activity... ...and not merely a »standing-out-on-the-shelf« service mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 10. Definitions & Boundaries Design is a means to an end mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 11. Definitions & Boundaries Creativity is the grease mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 12. Definitions & Boundaries Managing Creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 13. Definitions & Boundaries The act or process of coming up with Managing Creativity something contextually different mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 14. Definitions & Boundaries Making sure you know how do it, who to include, and which tools to use Making sure you do it without wasting resources Making sure you know why you are doing it in the first place Managing Creativity Making sure you tap into relevant sources of inspiration Making sure the outcome seems viable and feasible Making sure you know how to convert great ideas into reality mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 15. Definitions & Boundaries Making sure you nourish and encourage it properly Making sure you can do it even without your best people Making sure you can do it time and time again to the same standards Managing Creativity Making sure you know how to get clients to buy (and buy into) your ideas Making sure you learn from past successes and failures Making sure you reward creative efforts mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 16. Agency Creativity: Myths & Half-Truths mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 17. Myths & Half-Truths Designers are inherently creative mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 18. Myths & Half-Truths Only designers can be creative mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 19. Myths & Half-Truths Creativity should be a solo activity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 20. Myths & Half-Truths Consumer testing is bad for creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 21. Myths & Half-Truths Creativity needs a director mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 22. Myths & Half-Truths Creativity cannot be managed mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 23. Agency Creativity: Problems & Challenges mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 24. Problems & Challenges Designers feel reluctant to employ creative methods (hey, they can’t even brainstorm properly) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 25. Problems & Challenges The physical environment is often quite discouraging mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 26. Problems & Challenges mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 27. Problems & Challenges Client briefs and agency debriefs are often unhelpful and uninspiring mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 28. Problems & Challenges Poor understanding of end-users mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 29. Problems & Challenges The agency culture is either too autocratic or too democratic mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 30. Problems & Challenges Big divide between strategy and design mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 31. Problems & Challenges Designers do not always see (or want to see) the big picture mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 32. Problems & Challenges Limited creative exploration (in terms of sources and time spent) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 33. Problems & Challenges Creativity seems confined to a rather limited part of the design process mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 34. Problems & Challenges Designers do not want to or know how to collaborate with non-designers mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 35. Problems & Challenges Agencies do not know how to charge properly for creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 36. Problems & Challenges No evaluation, no feedback, no learning, no knowledge transfer, no nothing mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 37. Agency Creativity: Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 38. Suggestions & Recommendations Create a systematic process for creativity and develop a comprehensive tool kit (and teach people how to use it!) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 39. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 40. Suggestions & Recommendations Creativity – 10 core methods Brainstorm List & Twist Challenge Unblock Visualise Change Reverse/ Screen & Associate Provoke Perspective Oppose Evaluate mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 41. Suggestions & Recommendations Creativity – 10 core methods Associate Brainstorm Visualise Screen & List & Twist Evaluate mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 42. Suggestions & Recommendations End-users are a wonderful source of inspiration mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 43. Suggestions & Recommendations People-Centred Research – 10 core methods Search & Enact & Deconstruct Ask & Listen Track & Map Study Perform & Reveal Observe & Measure & Empower Demonstrate Cluster & Probe Calculate & Consult & Validate Humanise mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 44. Suggestions & Recommendations Apply creative principles and tools to rethink and reframe problem definitions mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 45. Suggestions & Recommendations Principles & tools:  Identify and challenge client viewpoints, assumptions, preconceptions, prejudices, contradictions, etc.  Change perspective – identify stakeholders and investigate their viewpoints, assumptions, etc.  Identify causes and effects  Generate plenty of alternatives  Tools: 5 Why’s, fishbone diagrams, systems thinking, deconstruction, OPV, C&S, reversal, reframing, brainstorming, metaphors & analogies, etc. mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 46. Suggestions & Recommendations Employ creative tools throughout the entire development and design process mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 47. Suggestions & Recommendations Work in multi-disciplinary teams (and not just designers) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 48. Suggestions & Recommendations Encourage feedback from insiders and outsiders mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 49. Suggestions & Recommendations Co-create with clients, end-users, students, etc. (tap into their creativity) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 50. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 51. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 52. Suggestions & Recommendations Reevaluate and redefine the role of the designer mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 53. Suggestions & Recommendations Expose the agency to new stimuli mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 54. Suggestions & Recommendations Visualise, prototype and test mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 55. Suggestions & Recommendations Create stimulating meeting spaces and places mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 56. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 57. Suggestions & Recommendations Store creative approaches, ideas, solutions, etc. (and make them accessible for everybody) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 58. Suggestions & Recommendations Evaluate agency creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 59. Suggestions & Recommendations Inputs Process Outputs Outcomes mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 60. Summing Up Agency Creativity:  Definitions & Boundaries  Myths & Half-Truths  Problems & Challenges  Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 61. How do you nourish creativity in your agency? Let’s share our best ideas (and best-kept secrets). mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 62. Nourishing Creativity at an Agency level  Methods & tools  Organisational culture  Organisation  Leadership/management  Process(es)  Training/Education  Recruitment  Activities  Environment/Settings  Systems (reward systems, knowledge management systems, trend watching systems, etc.) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 63. Thank you and please keep in touch! Robert Bau robert.bau@mindyourtablemanners.com +447887718240 mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009