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The C-Factors Report
 

The C-Factors Report

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A LOOK AT HOW CREATIVITY, COLLABORATION &

A LOOK AT HOW CREATIVITY, COLLABORATION &
CULTURE WILL RE-ENERGIZE TODAY'S GLOBAL ECONOMY

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    The C-Factors Report The C-Factors Report Presentation Transcript

    • A LOOK AT HOW CREATIVITY, SCOLLABORATION & CULTUREWILL RE-ENERGIZE TODAY’S GLOBAL ECONOMY Edition One 2011
    • PHOTO TANAIS FOX
    • PHOTO KEVIN DOOLEY
    • These are turbulent times. Many Allison & Partners, together with creativity, collaboration, and a clearly and communications being reimagined MDC Partners, commissioned a defined culture emerging as the key every single day to reconceive what financial pundits are predicting study with TeamNoesis to uncover catalysts to business success today. communications can make possible. a double dip recession on the this elusive DNA – to capture and Simply put, those companies that We are witnessing a huge paradigm near horizon. Unemployment has distill the unique genomes that drive begin with a big idea, that choose to shift with creativity’s renaissance, one reached record levels. Consumer companies to innovate and to create play big and that look well outside their which is having massive impact on the confidence is at an all-time new industries and ideas. Through production and services deliverables global business environment.” this study, they discovered that are succeeding on the biggest levels low. The European markets are business has entered a whole new possible. So for those who believe Scott Allison, CEO and founder of staggering under massive debt, era. One not fueled by the tightening that only draconian cost cutting, or Allison & Partners adds: “There is no and the global economy seems of pockets and the development of service exportation or automation are longer a ‘creative department’ – not to be teetering on the brink of goods and services, but rather – driven the answers, we say look again. The even a ‘creative culture’ – it simply has collapse. by ideas and imagination. Companies factors for success, the C Factors to be THE entire culture – everyone that aggressively embraced ideas –Creativity, Collaboration and Culture- has to believe.” as currency, and worked to create a are radically different, and speak to a But if you look to the preceding culture of high risk/high reward with new frontier for success in business. We set out to see if this shift from quotes from top executives at real aqueducts for the flow of ideas As seen before, during moments of a focus on tweaking product winning companies, you sense between people, departments and great economic stress, tough times development to taking big leaps a confidence and a tremendous even industries, were thriving. Allison generate huge shifts. Now, we are outside standard sectors was & Partners reached out to both start- seeing a true Creative Renaissance in really happening. We asked level of excitement. What is ups, such as Inkling and Birchbox. thinking, and in doing. questions about the importance of the root cause? What enables com as well as big legacy brands, communication, about what new some companies to thrive, even such as Macy’s and IBM. Regardless Says Billee Howard, Creative models of collaboration were inspiring in the worst of times? In short, of heritage, regardless of size, those Development Officer at Allison & people and where the next big global what are the factors that make companies that embraced creativity – Partners, revealing what led to the opportunities were hiding. We are in all its permutations – were winning. study: “The world has changed excited and invigorated by what we businesses win today? And interestingly enough, it reveals dramatically and both our clients and learned. itself to be a science, not an art. Not ourselves have changed with it. Our one of freewheeling artistry – rather, new positioning is centered on a very We hope you will be too. it’s a tightly defined process, with simple concept – it’s about innovationsPHOTO MJTR
    • C C Methodology THERE ARE THREE 1 An online quantitative survey was fielded 2 Individual interviews were conducted 3 Analysis and Observation: The themes of PIECES THAT to 200 senior and executive level members of large international corporations. These with top executives from the following companies: the C Factors Report revealed themselves with great consistency. The key messages INFORMED THE executives needed to be overseeing companies with a base size of 200+ of creativity as a driving force; the complete Art.com necessity of cross company and indeed, C FACTORS REPORT: employees, who placed a value on communications strategies and building an Birchbox industry collaboration and the need to create a consistent culture in both message internal creative culture. Black Rock City, LLC. aka Burning Man and delivery were seen again and again. Burt’s Bees The lessons are clear. To best forcast those Dermalogica companies that will win in this new and DreamWorks Animation future economy, the C Factors must be alive IBM and thriving within them. These are real indicators of success today. Ideeli ING Direct USA Inkling Macy’s MDC Partners PepsiCo Progressive Insurance Tivo YouTube Zappos 8THE CFACTORS 2011
    • C C Key Learnings KEY LEARNINGS OF THE C FACTORS STUDY 1 4 6 Creativity is critical to the success of Collaboration is a swiftly rising force behind A culture of both trust and freedom is all businesses today, regardless of the huge leaps of creativity and innovation critical. Employees can only dream big industry type. It is simply job one for being seen today. Companies that forge and play outside the lines if they know that every company – and importantly – for the aqueducts to channel collaboration failure is part of the plan. Conservative literally every member of the management across departments, geographies and even thinking generates conservative results. team. Creativity is part of everyone’s job corporate borders reap the biggest rewards. description. 7 5 Consumer conversation is critical but 2 Big creative leaps do not necessarily mean it’s not the source of creativity. It’s the How that is expressed internally and big creative risks. Through constant data company’s job to dream and imagine for externally to employees, consumers and analysis, global collaboration and day one the consumer. Let them then fine tune it and partners is increasingly important to C level involvement of all creative partners, risks evangelize. executives – time spent here has long are actually mitigated. Creativity has a true lasting repercussions. through line for those willing to study and see it. 8 Technology is the horse creativity rides. 3 Every organization must harness this Creativity does NOT equal chaos. A incredible tool to truly reach its greatest clear and grounded foundation of who a potential. company is, and what its mission statement says is the fundamental piece of any real creative organization. In short – every company needs to develop an authentic and messageable vision. And everyone needs to know it, share it and believe it. 9THE CFACTORS 2011
    • C FINDINGSFindingsPHOTO GARUNA BOR-BOR
    • C FINDINGS I. CREATIVITY IS THE “HOW MUCH DO YOU STRIVE TO DE- VELOP A STRONG CREATIVE CULTURE DRIVING FORCE WITHIN YOUR ORGANIZATION?” BEHIND 57% Very much, BUSINESS SUCCESS, it’s critical AND IT IS GROWING 43% Somewhat, IN IMPORTANCE you try when EACH DAY. possible This finding resonated throughout the study: Over half of our respondents said that building a strong creative culture in their organization is critical. IN FACT, CLOSE TO “HOW HAS THE APPLICATION OF CREATIVITY WITHIN YOUR COMPANY 80% SAID THEIR EVOLVED OVER THE LAST 5 YEARS?” ORGANIZATION WAS MORE CREATIVE TODAY THAN IT WAS FIVE YEARS AGO. 32% 47% 14% 7% Your Your Your Your company company is company’s company is much somewhat level of is less more more creativity creative creative creative remained today today today unchanged 11THE CFACTORS 2011
    • FINDINGS II. AND THIS TREND “WHERE DO YOU SEE CREATIVITY HEADED IN THE NEXT FIVE YEARS?” “The enthusiasm that WILL ONLY we have about going to CONTINUE ... the moon is now back in our economy and I think it’s being driven by Roughly 80% of those questioned imagination and stated that they would be placing even creativity.” more emphasis on creativity in the next - Bonin Bough, five years. PepsiCo “When we think about creativity, we think about how creativity 47% 31% 18% 4% drives us forward every We will look We will be Probably run Probably day.” to increase placing about the will see a - Paul Hurley, the emphasis much more same decrease in on creativity emphasis our creative CEO, Ideeli on creative thought and thought and output action “We want to learn by doing, not by watching. We want to be first - and innovation is how we will get there.” - Peter Sasche, CMO, Macy’s 12THE CFACTORS 2011
    • C FINDINGS III. OUR “DO YOU AGREE / DISAGREE THAT THE WORLD IS ENTERING A NEW IV. AND “With the rapid changes RESPONDENTS ‘IMAGINATION ECONOMY’ OR A REGARDLESS OF happening in today’s world, only creative companies will ‘RE-INVENTIVE PHASE’?” AGREE (CLOSE TO WHAT IT’S CALLED, A thrive.” THREE-QUARTERS) RESOUNDING “Without creativity and innovation, the economies of THAT A NEW 98% CONSIDER the world will stagnate and decline.” PARADIGM HAS CREATIVITY “We need to think FORMED – WE ARE IMPORTANT TO differently to change what is ENTERING A NEW TODAY’S ECONOMIC happening.” AGE – AN AGE OF PHASE. “Without creative thinking, you will never reach a global IMAGINATION AND “HOW IMPORTANT IS CREATIVITY audience.” CREATIVITY. TO TODAY’S WORLD ECONOMIC PHASE?” “We need creativity to solve the world’s economic issues.” 54% “We live in the future – not Very Important the past.” 46% “We simply cannot use Somewhat Important traditional models anymore.” 02% Not Very Important “Traditional markets and sectors are not growing – 01% they are flat. Only innovation Not at all Important will inspire growth.” 13THE CFACTORS 2011
    • FINDINGS V. LEADERSHIP’S ROLE IN CREATIVITY It’s aggressively clear that creativity must first and foremost be generated and fostered by industry leaders. A resounding 80% of our respondents agreed with this hypothesis. “DO YOU BELIEVE THAT CREATIVITY MUST BE GENERATED AND FOSTERED BY INDUSTRY LEADERS IN ORDER FOR NEW AND INNOVATIVE THINKING TO THRIVE?” 20% NO 80% YES 14THE CFACTORS 2011
    • C FINDINGS VI. WHAT ARE THE “HOW SIGNIFICANT OF AN IMPACT DO EACH OF THE FOLLOWING KEY DRIVERS HAVE ON DRIVING YOUR BUSINESS FORWARD TODAY?” FOR BUSINESS SUCCESS? Significant impact Slight impact No impact at all We asked our respondents to rank four classic drivers of business success. 88% 82% 76% 77% These included creativity/innovation experience, collaboration and global perspective. 23% 17% 20% Surprisingly, all four received near equal 11% rankings. Creativity received equal rank- 1% 1% 1% 3% ings to global experience. So all four can be considered true pillars to building a Creativity/ Experience Collaboration Global Perspective Innovation dynamic organization. “Creativity drives innovation. Our business and our lifeblood now is innovation, so we need to find the next product, the next flavor, the next big thing…and creativity infuses all of that.” - Jamal Henderson, PepsiCo 15THE CFACTORS 2011
    • FINDINGS VII. WE NEXT ASKED “Deliver processes or products where no current solution OUR RESPONDENTS exists” TO DO THE VERY “Creativity is ideas in action” DIFFICULT – DEFINE “Creativity is the vapors of ex- “Solutions are a moving target. There is no ‘playbook’” CREATIVITY. perience” “Critical” “Ability to work beyond what is “Part of the essence of Overall – the main thrust of our responses great creativity and set in front of you” “The ability to make/start spoke to the ability to look beyond the innovation is the desire to something new” disrupt the status quo.” present, anticipate consumer trends and “The ability to see and do -Bob Kantor, direction and invent solutions to what they things in a way that is not seen Chief Marketing could, should or would want. It is a distinct or known now” & Business Development Officer, MDC Partners alchemy of research, data mining, collabo- ration and pure imagination – moving at “Ability to foresee customer “Creativity is generating warp speed. needs and develop a solution – beacons of ideas that before they materialize” light up your culture.” - Bonin Bough, PepsiCo “Creativity is not just what you create, but how you inspire. People need to take in the world to create new ways for people to think and to model.” - Ivy Ross, Art.com 16 PHOTO EVAN WOHRMANTHE CFACTORS 2011
    • C FINDINGS VIII. TO MAKE IT A “Some of the newer and younger organiza- BIT CLEARER, WE tions are proving that you can build just as big of an organization in 5 years as it took NEXT ASKED OUR for people to build in 100 years, and that’s PARTICIPANTS something we have never seen before.” TO SHARE WHAT Bonin Bough, PepsiCo THEY BELIEVED “We are pushing collaboration into a whole BEST DEFINED new set of areas – individuals forming virtual CREATIVITY corporations as well as the ability to work across physical boundaries to collaborate is IN ACTION IN fundamentally changing how corporations BUSINESS TODAY. are structured. It also requires a higher level THE MAJORITY OF of trust.” Guy Blissett, IBM OUR RESPONDENTS “WHICH ONE OF THE FOLLOWING BEST DESCRIIBES SPOKE TO THE CREATIVITY TODAY?” BIG PICTURE, AS OPPOSED TO CLOSER IN TACTICS. Relentless Reinvention ranked first with Organizational Agility and a Culture of Collaboration tied for second 17THE CFACTORS 2011
    • FINDINGS IX. SO WHAT ARE Freedom was a very interesting concept that Trust THE CORNER- played out here – • Surprising and interesting – there was a great deal of discussion around trust, “ You must harness the collective energy STONES OF • Freedom to explore was critical, as was fairness and ethics. This is closely tied to a creative atmosphere where and creativity of the organization and funnel CREATIVITY? the freedom to fail honesty and support must replace fear and restrictions. And mission – people it to the right places WHAT ARE • Freedom to dream and freedom to express ideas at the lowest level want to be a part of something that THE TENT POLES to create insights contributes to the world on some level. into breakthroughs… • A culture that encourages big ideas successful companies must facilitate and THAT ENGENDER • Truth enable that.” - Guy Blissett, IBM BIG THINKING AND Adaptability/Flexibility • Fairness EXPLOSIVE • “There is no such thing as we always did it that way – change is the only • Reward for honesty CREATION? constant” • No finger pointing • True teams • Incremental steps – fast and quick pilots “We must create • Management transparency the trust that allows The results were very clear: • Feed and educate people on trends and movements within all industries • Purity of mission creativity to happen – currently most • Belief in the work corporate cultures are Freedom Teamwork/Collaboration not set up for that.” - Ivy Ross, Art.com • Diversity – in experience and talent as “Don’t be hindered by Adaptability/ well as culture – everyone needs to mix how to make something it up to create happen, just make it Flexibility really clear where you • Tap into global talent want to be ... every step of the way be really Teamwork/ • Mentoring focused, but really flexible.” Collaboration • Work outside defined spaces and lines - Michelle Visser, Burt’s Bees Trust 18THE CFACTORS 2011
    • C FINDINGS X. WE NEXT ASKED “RANK THE FOLLOWING ASPECTS OF CREATIVITY IN ORDER OF OUR RESPONDENTS PRIORITY TO YOUR BUSINESS:” “The relationship that TO RANK THE one creates with the consumer needs to LEADING ASPECTS have a very extensive life cycle. The challenge OF CREATIVITY, for brands today is to AS SEEN IN THEIR become more and more authentic, become OWN BUSINESSES. directly inculcated in consumer lives.“ WE GAVE THEM -Billee Howard, Allison & Partners 8 ASPECTS TO PRIORITIZE. THREE DISTINCT “We are really vessel ELEMENTS ROSE creators - we create places where things can TO THE TOP – ALL flourish - but we never know what its going to BIG PICTURE be! What we do know ELEMENTS, AS is that when you are doing great work - good OPPOSED TO things come back.” -Harley K. Dubois, TACTICS. “There’s no simple founding member. Black Rock City, solution anymore, It’s aka Burning Man Inspiring Innovation much more complex. Building a positive corporate culture What is key is how you communicate your Establishing customer connections message.” - Ivy Ross, Art.com 19THE CFACTORS 2011
    • FINDINGS “HOW IMPORTANT DO YOU XI. ROUGHLY 50% CONSIDER CREATIVITY TO BE WHEN OF RESPONDENTS IT COMES TO ESTABLISHING AN EMOTIONAL CONNECTION WITH SAW CREATIVITY AS YOUR BUSINESS’ AUDIENCES?” VERY IMPORTANT WHEN IT COMES TO ESTABLISHING “People act and react with emotions, AN EMOTIONAL whether it’s business or personal.” CONNECTION WITH Not “Keeps them engaged longer.” THEIR AUDIENCES. Very Important “You must tell a story in order to connect.” Now that Creativity has been firmly “Passion is proportional to activity established as the go-to driver for suc- and results.” cessful and forward thinking companies, where does the critical role “Meaning to a consumer comes before of communication live? We learned that ‘new’ or technical results.” “Creativity=connection=loyalty.” the communication of a company’s internal and external goals and belief “The customer has to feel connected “We are here to meet human needs – “AND, WHY DO YOU SAY THAT? “ and empowered in order to act.” we must be human.” in the power of creativity is almost as important as creativity itself. “You need to keep up with the times “The power of connecting with “A campaign message may be good your customer base cannot be but the question is whether it’s right. and use the language and ideas that customers are using.” underestimated when tied to Does it fit your brand voice? Is it tan- revenue streams.” gible? Is it consumable?” “People feel understood and appreciated – they feel that you ‘get it.’” “We need to stand out – - Anne Colaiacovo again and again.” Partner and NY General Manager Allison & Partners “Our relations with each market segment aren’t one time transactions and in order to win repeat business, we need the emotional connection (true partnership).” 20THE CFACTORS 2011
    • C FINDINGS “Delivering complex analysis with less time and cost.” “Creating an internal training university.” XII. SINCE OUR “Cross-platform collaboration to offer RESPONDENTS common customer solutions.” VIGOROUSLY AGREE The answers were vast, wide and exciting, ranging from big picture ideas “Creating a center for excellence.” THAT CREATIVITY to small tactical maneuvers that paid off “Applying lessons across industries.” handsomely. IS OF THE UTMOST “Using new molecules for the same IMPORTANCE “In a plant with excess space, bringing the manufacturing of a small part from product.” IN BUSINESS offsite to onsite.” “Creating food oases in former grocery store blighted areas.” SUCCESS, WE “Hiring top talent and getting out of “Partnering with clients.” the way.” ASKED FOR EXAMPLES OF HOW “In-house research organization to do forward leaning work.” “Increasing ease of doing business.” THEIR COMPANIES “Always looking at and assessing new ARE USING technologies to see if they can help us move forward faster.” CREATIVITY IN BUSINESS TODAY “Community involvement.” “Working to have more global presence.” “Geothermal heating units placed in all new stores.” 21THE CFACTORS 2011
    • FINDINGS XIII. FIRST, WE ASKED XIV. NEXT WE OUR RESPONDENTS ASKED: HOW TO RANK THE IMPORTANT IMPORTANCE TO YOUR OF EXTERNAL ORGANIZATION’S CREATIVE SUCCESS IS THE STRATEGIES FOR COMMUNICATIONS SPEAKING WITH FUNCTION WITHIN BOTH CUSTOMERS YOUR BUSINESS? AND INVESTORS. Roughly ¾ of respondents rank this role 82% RANKED THIS as very important, with a full 97% rank- ing it as very or somewhat important. FUNCTION AS VERY IMPORTANT. VERY IMPORTANT 82% SOMEWHAT IMPORTANT 18% 22THE CFACTORS 2011
    • C FINDINGS “Creativity has always been there, but its being XV. CREATIVITY transformed based on technology - it gives us IS ALL WELL a much more tailored approach. We now have AND GOOD AS A so many sources of ‘META-GOAL’ IN AN opportunities to meet the needs of so many ORGANIZATION, BUT specific communities. At the end though, its still OUR PARTICIPANTS about magic.” -Chris Di Cesare, REVEALED THIS Director of Creative Programming, FOCUS TO BE ONE YouTube/Google THAT CONTRIBUTED SQUARELY TO THE BOTTOM “YOU INSIST UPON CREATIVITY IN LINE. WE ASKED YOUR INTERNAL AND EXTERNAL COMMUNICATION PROGRAMS TO THE FOLLOWING ACHIEVE WHICH OF THE FOLLOWING:” QUESTION: (Select all that apply) 23PHOTO MATERIALS AARTTHE CFACTORS 2011
    • FINDINGS XVII. SO HOW WILL (Select all that apply) XVI. THIS FOCUS ON DO YOU EXPECT THE IMPORTANCE OF YOUR COMPANY’S COMMUNI- COMMUNICATIONS CATIONS FUNCTION TO INCREASE, DECLINE OR STAY THE SAME IN THIS INCREASE BE WILL NOT BE THE FUTURE? ADDRESSED WANING ANY WITHIN THE TIME SOON. WHEN INDUSTRY? ASKED ABOUT The majority see their management THE FUTURE OF taking a larger role, and making a deeper commitment to communications COMMUNICATIONS within the organization. Secondly, everyone must focus more time WITHIN and energy in this quadrant. Thirdly, ORGANIZATIONS, corporations must look to increasing their communication resources, with up OUR RESPONDENTS to a quarter revealing that they will need to hire more experts in this area. WERE QUITE CLEAR: Clearly, this is a white hot arena tightly THIS FUNCTION tied to the cultivation and expression of WILL INCREASE IN creativity. IMPORTANCE, WITH OVER ONE-THIRD EXPECTING IT TO DO SO SIGNIFICANTLY. 24THE CFACTORS 2011
    • C FINDINGS XVIII. WITH Here, we saw a great deal of emphasis being place on integrating the energy “We are most focused on leveraging the collective wisdom with any of our EMERGING and effectiveness of social media, mobile apps and new technologies stakeholders, partners, anyone who touches the business.” TECHNOLOGIES we cannot even imagine. Because of the speed of development in this area, - Guy Blissett, IBM CROPPING UP AT A many of these leading organizations LIGHTNING PACE, are partnering with and even funding technology start-ups so that they “I think what is really exciting is that technology has empowered people to WE ASKED OUR have a front row seat into tomorrow’s innovation. truly be able to build – you are not lim- ited by your imagination. The changes PARTICIPANTS TO “Technology is an enabler that is in the worlds of publishing and music and all of entertainment are inspiring us SHARE WITH US incredible. We need to embrace technology, it’s here and it’s changing right now.” WHAT EXCITES the way we live.” - Jonathan Heit, Allison & Partners THEM THE MOST. - Ivy Ross, Art.com “I believe that digital is affecting and driving this whole imagination economy, and the entire organization from legal to supply chain are going to be trans- formed. Right now we are following the new social media companies…and in- store-based-digital – as it will transform the way we connect with consumers.” - Bonin Bough, PepsiCo “When we look at real breakthroughs in technology, it’s not about Gee Whiz anymore. It’s about companies that enhance people’s lives. That’s how we are looking at technology.” - Dan Ginsberg, Dermalogica 25THE CFACTORS 2011
    • “I think in our industry and ourcategories, the most exciting thing isaround location – getting at you at themoment of truth.”- Jamal Henderson, PepsiCoPHOTO PIER MARIO
    • C FINDINGS “HOW IMPORTANT HAS XIX. CREATIVITY CREATIVITY-INSPIRED LEADERSHIP XX. BUT WHAT Simply put, our respondents told us that collaboration is essential to any winning IS A SHARED BECOME TO EACH OF THE FOLLOWING ORGANIZATIONAL OF THE OTHER creative leadership. In fact, collaboration was the second most important element LEADERSHIP ROLES?” C-FACTOR: cited in generating business success today. RESPONSIBILITY COLLABORATION, To quote Billee Howard of Allison & – NO LONGER WHICH HAS Partners, speaking about the recent collaboration between Toyota and Ford, RELEGATED TO ONE CROPPED UP SO “This new collaboration is even more exciting and inspiring as it demonstrates DEPARTMENT. IT IS A FREQUENTLY the imagination and reinvention required for brands to grow and thrive today. JOB THOUGH, THAT IN OUR By marrying Toyota, arguably on of the leading companies in sustainable IS CRITICAL TO ALL CONVERSATIONS? technology today with Ford, the American auto giant who battled their MEMBERS OF THE Somewhat important Very important “OVERALL, HOW BIG OF A PRIORITY way out of darkness through a relentless commitment to creativity, technology and C –SUITE, AND IS HAS COLLABORATIVE CREATIVITY BECOME TO WINNING LEADERSHIP stellar leadership, issues critical to the future growth and prosperity of the auto CRITICAL AS A TOP TODAY?” sector can and will be addressed, likely to the benefit of all. It is this type of inspired DOWN STRATEGY and unconventional thinking that will drive businesses into the future.” TO INSPIRE LEADERSHIP THROUGHOUT THE ORGANIZATION. 27THE CFACTORS 2011
    • C “It is in all aspects “You’ve got to get “We are a flat “A company that is of the company, everyone involved organization born from inventing really the driving - at every stage. - anyone who something that just force, is this notion It’s simply got to has a passion - didn’t exist before of collaboration be infused into who believes in has it in its DNA to and innovation. It every corner of the something and is constantly evolve. has always been a organization.” willing to follow that There is a personal mandate to ensure through is highly passion here for our team leaders - Scott Allison valued here. It’s making sure the CEO/Founder, collaborate - to try Allison & Partners a core value of brand is always the next new thing. Zappos.” fresh.” You have to have a culture that really - Jenn Lim - Tara Maitra CEO and Chief Happiness Senior Vice President embraces risk and Officer, Zappos and General Manager of understands that Content and Media Sales, 100% success will TiVo, Inc. not be likely.” - Anne Globe Head of Worldwide Marketing, DreamWorks Animation 28THE CFACTORS 2011
    • C FINDINGS XXI. WHAT COMPANIES INSPIRE ADMIRATION AND IMITATION IN TODAY’S CREATIVE RACE? WE ASKED BOTH WHO AND WHY. (AND WE ASKED THEM TO STAY AWAY FROM THE OBVIOUS FRONT RUNNERS, APPLE AND VIRGIN) We received hundreds of answers – Apple – (see – no one ever listens!) but several companies stood out. relentless drive to innovate Google – fosters a creative culture to challenge new ideas. They make the complex simple and are actively pursuing the next big thing Amazon – endless appetite to take on new challenges Southwest, Virgin, Target, Trader Joe’s and Groupon received numerous votes as well 29THE CFACTORS 2011
    • FINDINGS XXII. WE NOW ASKED OUR RESPONDENTS TO HELP US UNDERSTAND CREATIVITY IN COMMUNICATIONS AS IT RELATES TO “HOW IMPORTANT WILL GROWTH IN NEW CREATIVELY-INSPIRED COMMUNICATIONS BE TO AND EMERGING BUILDING MARKET SHARE IN EACH OF THE FOLLOWING? “ MARKETS. Traditional Markets Emerging Markets Although all felt it was important in both types of markets, most felt increased creative pressure in emerging markets. 25% Somewhat Important 51% Somewhat Important 72% Very Important 43% Very Important 6% 3% N/A N/A 30PHOTO JONAS BTHE CFACTORS 2011
    • C FINDINGS XXIII. LOOKING AT A DIFFERENT ASPECT OF CREATIVITY – WE THEN ASKED WHERE CREATIVITY “IS THERE A DIFFERENCE IN MATTERED MOST: CREATIVITY WITHIN THE B2C MARKETPLACE VS. B2C VERSUS B2B. THE B2B MARKET?” Not surprisingly, our participants selected B2C as the place where creativity has the greatest importance. 31THE CFACTORS 2011
    • FINDINGS XXIV. EXPANDING OUR VIEWPOINT – WE NOW ASKED OUR PARTICIPANTS XXIV. WHICH TO SELECT THOSE INDUSTRY SECTORS GLOBAL HUBS THAT WERE MOST IN NEED ARE EMERGING AS OF A CREATIVE CREATIVE LEADERS JUMPSTART AND IN THE WORLD REAL INSPIRED ECONOMY. INNOVATION? Not surprisingly, China was awarded top honors, followed by India and Southeast “WHICH REGIONS OF THE WORLD The answer was resoundingly the Asia. HAVE EMERGED (OR ARE CUR- automotive sector, followed by the retail RENTLY EMERGING) AS HUBS OF and consumer goods sectors. CREATIVITY IN BUSINESS?” “WHICH INDUSTRY SECTORS (select all that apply) ARE MOST IN NEED OF CREATIVELY-INSPIRED REINVENTION TODAY?” CHECK ENGINE 8% Russia 52% China 42% India 28% 4% Southeast Asia 25% Africa Brazil 3% 22% 32 Other N/A / Don’t KnowTHE CFACTORS 2011
    • C FINDINGS XXV. “GLOBALIZATION OF THE PAST DECADE HAS FOCUSED ON THE “ Mobile is going to revolutionize Africa and so they’re probably going ALTHOUGH THE PROMISE OF THE BRIC NATIONS to become the leaders in how mobile “Africa has the most opportunities – without (BRAZIL, RUSSIA, INDIA, CHINA). changes societies and so it’s interesting AFOREMENTIONED DO YOU FEEL THAT A NEW to watch...they don’t have past a set infrastructure they are already leapfrog- ANSWERS BORE CREATIVE ECONOMY WILL INSPIRE A NEW BRIC?” infrastructures to hold them back or to be a crutch.” ging ahead – they are not encumbered by old NO SURPRISES, - Bonin Bough, PepsiCo hardware and thinking.” OUR PANEL VERY 32% “We are looking at Brazil and Finland - Guy Blissett, IBM AGGRESSIVELY No and Korea and Kenya – there are BELIEVES THAT banking models there that are evolving into hotbeds of technology. They are THE STRENGTH OF leapfrogging copper wires and going straight to mobile. They are doing THE BRIC GROUP payments totally differently.” OF NATIONS - Arkadi Kuhlmann, INGDirect USA AS CREATIVITY 68% DRIVERS WAS DUE Yes FOR A CHANGE, AND THAT NEW MARKETS WOULD EMERGE WITH THE NEW CREATIVE ECONOMY. 33THE CFACTORS 2011
    • FINDINGS “WHAT ARE THE MOST SIGNIFICANT TRENDS IN CREATIVITY THAT WE CAN EXPECT TO SEE IN BUSINESS IN THE WEEKS/MONTHS/YEARS AHEAD?” XXVI. SO, AS WE SHINE OUR LIGHT ON THE FUTURE OF BUSINESS AND THE INCREASED NEED WEEKS MONTHS YEARS FOR CREATIVITY – social media cell phones corporate boundaries WHERE WILL THIS digital media better data reliability new products and services COME FROM? WHAT to make workers more productive INNOVATIONS and happy WILL DRIVE US new technology intuitive social media interconnected societies FORWARD? humor music technology training unskilled company wide adaptability streamlined global labor in new technologies economies new apps green planet initiatives global environmental opportunities more localized new job sectors customized products marketing, a la technology leaps groupon More viral marketing better leveraged social breakthrough products 34THE CFACTORS 2011
    • C FINDINGS XXVII. DESPITE THE CURRENT ECONOMIC Ideas that matter “When we thought WORRIES, THE EUROPEAN DEBT CRISES, Research is the basis for our company’s future about growing a com- pany that customers AND THE CURRENT MIASMA OF AMERICAN Lead or get out of the way really cared for, that GOVERNMENT, OUR PANEL IS VERY We supply the tools, incentives and brands wanted to work with, it had to be more HOPEFUL THAT CREATIVITY, IMBUED IN workplace environment. You supply the innovation! than about the product – it had to be about the CORPORATE CULTURE AND HARNESSED We kept our nose to the grindstone and our feelings, it had to be about the surprise and FOR COMMUNICATION WILL PROVIDE eyes on the future delight that it creates THE CATALYST TO DRIVE US FORWARD. Solutions delivered and the conversation it engenders between WE ASKED THEM ONE FINAL QUESTION: Innovation and execution of the dream customers. And we have to create that – WHAT WOULD THEY LIKE THEIR Creativity drives growth every single day.” - Haley Barna, COMPANY’S CREATIVE LEGACY TO BE AT Think of ways to help your customers achieve their goals co-founder of Birchbox THE END OF THEIR TENURE? We are the world’s creativity leader “Business Leaders realize that the future is right in front of us and it’s going to keep There are always more ideas; we just need moving faster – so here is our opportunity – instead of being afraid of it, help un- to uncover them leash it as an opportunity to build a competitive edge. So I think that the imagina- tion economy will help us build a competitive advantage out of that energy source, Anticipating customer needs with creative and unique solutions the same way that the assembly line or the technology economy did at one time.” The legacy leads the future - Bonin Bough, PepsiCo To satisfy the wants of some, and instill the desires of many Innovation driven by customer need, not corporate desire Imagination worked!! 35THE CFACTORS 2011
    • RIDE THEPONY.THROWTHE BOMB.MAKE ITHAPPEN.TAKE RISKS.SET THE BAR.KNOW WHOYOU ARE. SUMMARY- PROGRESSIVEINSURANCE In conclusion, we see an imperative C’s - creating the environment that for businesses to adopt, enhance or encourages innovation and nimbleness. continue to embrace the C-Factors as If they don’t, they leave the door open the way up. Clearly, companies that for newcomers who do. For those endorse this way of thinking are winning new to the game – it is mission critical in every way. to build the aqueducts that will ferry fresh thinking and outside inspiration to From market share, to share of mind, everyone as the company grows. it is through creativity, collaboration and an emphasis on on a new culture Creativity is now a must – not a gamble. that the velocity the new economy so And those that create the systems, desperately needs is being generated. listen to consumers, and immerse This is as true for the garage based themselves in worlds broader than their startup as it is for the established brand. immediate business will thrive. The C Factors are stakes in the ground for Historically, legacy companies rely on everyone who wishes to flourish in size, market position and customer this new economy. awareness to compete. The ones that are showing regeneration are asking themselves how they can act like a Powered by challenger – how they can foster Design by Collier.Simon re-invention and embrace risk. CollierSimon.com The answers for them are the 3 TeamNoesis.com