Creative Superhero

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Core slides from my Creative Superhero keynote delivered to SMPS Southern Regional Conference

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Creative Superhero

  1. 1. CREATIVITY WINS NEW BUSINESS @ davidlecours | #SRCTulsa
  2. 2. WHY
  3. 3. Why Creativity? WINS AEC BUSINESS
  4. 4. Why? THE PROBLEM
  5. 5. Why? Creativity = Original + Useful
  6. 6. Why? Don’t Try To Be Different
  7. 7. Why? CREATIVITY is why you got into Marketing
  8. 8. Why? Good for You Good for Firm
  9. 9. Why? The World Needs Your Creativity
  10. 10. Why? “We buy and sell in the business of ideas, so you have to, no matter how big you get, have the next best idea. If you run out of ideas, you’re out of business.” –Joe Brown, Chief Innovation Officer, AECOM
  11. 11. WHAT
  12. 12. What? CREATIVITY IS A LEARNED HABIT
  13. 13. What Guilford 3 Fluency (quantity) Flexibility (shifts) Originality (rarity)
  14. 14. What You’re Already Heroes
  15. 15. What Kids?
  16. 16. What “We don’t grow into creativity, we grow out of it.” –Sir Ken Robinson
  17. 17. What “Those who diligently practice creative activities learn to recruit their brains’ creative networks quicker and better. A lifetime of consistent habits gradually changes the neurological pattern.” –University of New Mexico Neuroscientist Rex Jung
  18. 18. HOW
  19. 19. How?
  20. 20. Success = Generate, & Approval of, Great Ideas
  21. 21. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure “Understand the problem and the solution will present itself.” –Albert Einstein
  22. 22. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Creativity = Original + Useful
  23. 23. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Listen
  24. 24. Creative Brief
  25. 25. Creative Brief What: Invitation Why Now: New Who For: Clients Success is: 300 Boundaries: Mail
  26. 26. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Creative Brief What: Invitation Why Now: New Who For: Clients Success is: 300 Boundaries: Mail
  27. 27. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Group Rules of Flight
  28. 28. +21% +42% quantity rarity
  29. 29. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Individual, then Group
  30. 30. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Evaluate & Refine
  31. 31. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Work in Small Groups
  32. 32. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Speedstorm
  33. 33. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Individual Rules of Flight
  34. 34. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Brain Purge
  35. 35. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Quantity yields Quality
  36. 36. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Edit
  37. 37. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Record Everything
  38. 38. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Make it Personal
  39. 39. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure “When we can celebrate, and truly own what makes us different, then we find the source of our greatest creative power.”  -Amy Mullins
  40. 40. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Build Failure Into the Process
  41. 41. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Creative Blocks
  42. 42. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Physical
  43. 43. “Almost every dimension of cognition improves from 30 minutes of aerobic exercise, and creativity is no exception. The type of exercise doesn’t matter, and the boost lasts for at least two hours afterward” –John Medina
  44. 44. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Subconscious
  45. 45. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
  46. 46. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Better with Age
  47. 47. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Creative Brief What Why Now Who For Success is Boundaries
  48. 48. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Many to Few
  49. 49. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Happy Accidents
  50. 50. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Prototype
  51. 51. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Brimming with Ideas
  52. 52. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Present In Person
  53. 53. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Present to Decision Makers
  54. 54. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure People Respond In Kind.
  55. 55. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Share X-ray Vision
  56. 56. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Jaws on a Spaceship
  57. 57. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Show 2 Recommend 1
  58. 58. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Hollywood
  59. 59. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure g Creativity Assessin llywood Pitch in Ho Meetings imberly Elsbach (UC Davis) K ick Kramer (Stanford) Roder y of Management Journal Academ
  60. 60. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure “Creativity makes a leap and then looks to see where it is!” –Donatella Versace
  61. 61. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure Creative Brief What Why Now Who For Success is Boundaries
  62. 62. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure What Worked For You?
  63. 63. You Have Choice
  64. 64. Why Creativity? TO WIN AEC BUSINESS
  65. 65. What is Creativity? CREATIVITY IS A LEARNED HABIT
  66. 66. How?
  67. 67. Text CREATIVITY WINS NEW BUSINESS @ davidlecours | #SRCTulsa

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