Introduction to the creativeEconomy             Tom Tresser              Instructor
Creativity & American       Heritage      Intro to the Creative Economy   2
Intro to the Creative Economy              3http://www.lib.utexas.edu/maps/historical/ward_1912.html
The Power of Political TheaterThe Tea Act of 1773                The Tea Act, passed by Parliament on May 10, 1773, would ...
December 16, 1773                    Intro to the Creative Economy   5
Account of Tea Party Participant, George HewesIt was now evening, and I immediately dressed myself in the costume of an In...
The Power of words…               Thomas Paine – 1737 - 1809    Intro to the Creative Economy           7
The Power of words…                              “We have every opportunity and                              every encoura...
The Power of words…Estimates of copies sold range from 150,000 at start ofRevolution to a total sales figure of 500,000 fo...
More on Thomas Paine•    Watch C-SPAN “American Writers” special @     http://www.c-spanvideo.org/program/ThomasPa    • Fu...
The invention of America       Intro to the Creative Economy   11
“We hold these truths to beself-evident, that all men arecreated equal, that they areendowed by their Creator withcertain ...
Tom Crafts reads the Declaration aloud in Boston - July 19, 1776                          Intro to the Creative Economy   ...
“The bells rang, the privateers fired the fortsand batteries, the cannon were discharged,the platoons followed, and every ...
U .S .A !U.S.A!                                     U.S.A!U.S.A!         Intro to the Creative Economy        15
America, the invented         country… "The War was no part of the Revolution...It was only an effect and consequence of i...
VALUE OFCREATIVITY    ?   Intro to the Creative Economy   17
Creativity is our promise43,000,000 people in U.S. born abroad               Intro to the Creative Economy   18
Creativity is our promise         Intro to the Creative Economy   19
Tom’s Story  Intro to the Creative Economy   20
I.I. Rabi won the 1944 Nobel Physics Prize for his work on theManhattan Project.- born in Austria- came to America as infa...
From 1906 to 2011, 315 U.S. citizens have      been awarded Nobel Prizes.         82 were foreign-born         (including ...
Intro to the Creative Economy   23
Introduction to the creativeEconomy            Tom Tresser             Instructor
Creativity Drives U.S. Social + Economic Progress  Jane Addams                                                     Jonas S...
Creativity in business      Intro to the Creative Economy   26
Joe Pine                                           Jim Gilmore           Intro to the Creative Economy            27
The progression of economic value   Differentiated                                                                        ...
Economic DistinctionsType of Economy        Agrarian                   Industrial Service                         Experien...
Put itanother way              Intro to the Creative Economy   30
As the economy has evolved, so has business evolved                  Intro to the Creative Economy   31
Rise of the Creative Class                                                                                   Services     ...
Rise of the Creative Class                 Manufacturing                                                           Service...
The increasing value of creativity      2007 = Services       accounted for      79% of US Creative Economy           Intr...
The increasing value of creativity           Intro to the Creative Economy   35
Intro to the Creative Economy   36
Creative Economy       Industries• TAPE:  – Technology, R&D, Innovation  – Arts & Culture  – Professional & Managerial  – ...
Value of U.S. Copyright Industries 2007   Core          Partial             Support                   IndependentTo create...
Value of U.S. Copyright Industries 2007              Intro to the Creative Economy   39
Value of U.S. Copyright Industries 2007              Intro to the Creative Economy   40
Intro to the Creative Economy   41
Creativity can be applied to all types of business                                           BECAME THIS    THIS          ...
Intro to the Creative Economy   43
Intro to the Creative Economy   44
How much value does Starbucks add?        Cost of coffee bean when harvested 2011=        AN $1.24/lb.                INCR...
So, Starbucks is doing very well…
Creativity can be applied to all types of business                                           BECAME THIS    THIS          ...
Creativity can be applied  to all types of businessTHIS                                     BECAME THIS         Intro to t...
CEOs Are Demanding    Intro to the Creative Economy   49
What CEOs are worried about        Intro to the Creative Economy   50
What CEOs are worried about        Intro to the Creative Economy   51
The Solution to What Is Keeping CEOs Up at Night?               Intro to the Creative Economy        52
Intro to the Creative Economy   53
Innovation as a mindset,                not a department                  IBM 2010 Global CEO STUDY-1,500 global CEOs surv...
TOM’S UNIFIEDFIELD THEORYOF PERSONAL  AND CIVIC CREATIVITY    Intro to the Creative Economy   55
Intro to the Creative Economy   56
Introduction to the creative    Economy            To Sum Up…• The global economy has evolved• American economy no longer ...
“If I were not a physicist, I would               probably be a musician. I often               think in music. I live my ...
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Introduction Creative Economy

  1. 1. Introduction to the creativeEconomy Tom Tresser Instructor
  2. 2. Creativity & American Heritage Intro to the Creative Economy 2
  3. 3. Intro to the Creative Economy 3http://www.lib.utexas.edu/maps/historical/ward_1912.html
  4. 4. The Power of Political TheaterThe Tea Act of 1773 The Tea Act, passed by Parliament on May 10, 1773, would launch the final spark to the revolutionary movement in Boston. The act was not intended to raise revenue in the American colonies, and in fact imposed no new taxes. It was designed to prop up the East India Company which was floundering financially and burdened with eighteen million pounds of unsold tea. This tea was to be shipped directly to the colonies, and sold at a bargain price. The Townshend Duties were still in place, however, and the radical leaders in America found reason to believe that this act was a maneuver to buy popular support for the taxes already in force. The direct sale of tea, via British agents, would also have undercut the business of local merchants. Colonists in Philadelphia and New York turned the tea ships back to Britain. In Charleston the cargo was left to rot on the docks. In Boston the Royal Governor was stubborn & held the ships in port, where the colonists would not allow them to unload. Cargoes of tea filled the harbor, and the British ships crews were stalled in Boston looking for work and often finding trouble. This situation led to the Boston Tea Party. http://www.ushistory.org/declaration/related/teaact.htm Intro to the Creative Economy 4
  5. 5. December 16, 1773 Intro to the Creative Economy 5
  6. 6. Account of Tea Party Participant, George HewesIt was now evening, and I immediately dressed myself in the costume of an Indian, equipped with asmall hatchet, which I and my associates denominated the tomahawk, with which, and a club,after having painted my face and hands with coal dust in the shop of a blacksmith, I repaired toGriffins wharf, where the ships lay that contained the tea. When I first appeared in the street afterbeing thus disguised, I fell in with many who were dressed, equipped and painted as I was, andwho fell in with me and marched in order to the place of our destination.When we arrived at the wharf, there were three of our number who assumed an authority to direct ouroperations, to which we readily submitted. They divided us into three parties, for the purpose of boardingthe three ships which contained the tea at the same time. The name of him who commanded the divisionto which I was assigned was Leonard Pitt. The names of the other commanders I never knew.We were immediately ordered by the respective commanders to board all the ships at the same time,which we promptly obeyed. The commander of the division to which I belonged, as soon as we were onboard the ship appointed me boatswain, and ordered me to go to the captain and demand of him thekeys to the hatches and a dozen candles. I made the demand accordingly, and the captain promptlyreplied, and delivered the articles; but requested me at the same time to do no damage to the ship orrigging.We then were ordered by our commander to open the hatches and take out all the chests of tea andthrow them overboard, and we immediately proceeded to execute his orders, first cutting and splitting thechests with our tomahawks, so as thoroughly to expose them to the effects of the water.In about three hours from the time we went on board, we had thus broken and thrown overboard everytea chest to be found in the ship, while those in the other ships were disposing of the tea in the sameway, at the same time. We were surrounded by British armed ships, but no attempt was made to resistus. [http://www.boston-tea-party.org/account-george-hewes.html ] Intro to the Creative Economy 6
  7. 7. The Power of words… Thomas Paine – 1737 - 1809 Intro to the Creative Economy 7
  8. 8. The Power of words… “We have every opportunity and every encouragement before us, to form the noblest, purest constitution on the face of the earth. We have it in our power to begin the world over again. A situation, similar to the present, hath not happened since the days of Noah until now. The birthday of a new world is at hand, and a race of men, perhaps as numerous as all Europe contains, are to receive their portion of freedom from the events of a few months.”Read the full text @ http://www.ushistory.org/paine/commonsense/singlehtml.htm Intro to the Creative Economy 8
  9. 9. The Power of words…Estimates of copies sold range from 150,000 at start ofRevolution to a total sales figure of 500,000 for theduration of the conflict. Since there were about 2.5million people in America in 1776, that would like selling78 million copies of a book in 2010 America ! Intro to the Creative Economy 9
  10. 10. More on Thomas Paine• Watch C-SPAN “American Writers” special @ http://www.c-spanvideo.org/program/ThomasPa • Full text of his work - http://www.ushistory.org/paine • TP National Historical Association - http://tpnha.keybrick.net Intro to the Creative Economy 10
  11. 11. The invention of America Intro to the Creative Economy 11
  12. 12. “We hold these truths to beself-evident, that all men arecreated equal, that they areendowed by their Creator withcertain unalienable Rights, thatamong these are Life, Libertyand the pursuit of Happiness.etc. etc.” Intro to the Creative Economy 12
  13. 13. Tom Crafts reads the Declaration aloud in Boston - July 19, 1776 Intro to the Creative Economy 13
  14. 14. “The bells rang, the privateers fired the fortsand batteries, the cannon were discharged,the platoons followed, and every faceappeared joyful…After dinner the King’sArms were taken down from the StateHouse and every vestige of him from everyplace in which it appeared, and burnt…Thus ends royal Authority in this State…andall the people shall say Amen.”Abigail Adams letter to John describing Tom Crafts, a house painter,reading of the Declaration of Independence aloud on July 19, 1776from small balcony in front of the Massachusetts State House, Boston. Intro to the Creative Economy 14
  15. 15. U .S .A !U.S.A! U.S.A!U.S.A! Intro to the Creative Economy 15
  16. 16. America, the invented country… "The War was no part of the Revolution...It was only an effect and consequence of it.  The Revolution was in the minds of the people, and this was effected...years before a drop of blood was drawn at Lexington." - John Adams, 1815 letter to Thomas Jefferson.The United States was the first nation to be designed intobeing. We were invented. The establishment of theUnited States was an audacious act of creativity. We area creative work. We are a work in progress. Intro to the Creative Economy 16
  17. 17. VALUE OFCREATIVITY ? Intro to the Creative Economy 17
  18. 18. Creativity is our promise43,000,000 people in U.S. born abroad Intro to the Creative Economy 18
  19. 19. Creativity is our promise Intro to the Creative Economy 19
  20. 20. Tom’s Story Intro to the Creative Economy 20
  21. 21. I.I. Rabi won the 1944 Nobel Physics Prize for his work on theManhattan Project.- born in Austria- came to America as infant- father worked making women’s blouses in a sweatshop- Rabi was a brilliant student, became a physicist- leading member of the Manhattan ProjectOn the occasion of the award a journalist asked, What did Rabithink of this great honor? “What do I think? I think that in the oldcountry I would have been a tailor.”- David Halberstam, “Defining a Nation – Our America and the Sources of its Strength,” Intro to the Creative Economy 212003.
  22. 22. From 1906 to 2011, 315 U.S. citizens have been awarded Nobel Prizes. 82 were foreign-born (including Isidor Rabi). Intro to the Creative Economy 22
  23. 23. Intro to the Creative Economy 23
  24. 24. Introduction to the creativeEconomy Tom Tresser Instructor
  25. 25. Creativity Drives U.S. Social + Economic Progress Jane Addams Jonas Salk Intro to the Creative Economy 25
  26. 26. Creativity in business Intro to the Creative Economy 26
  27. 27. Joe Pine Jim Gilmore Intro to the Creative Economy 27
  28. 28. The progression of economic value Differentiated Stage experiences Deliver servicesCOMPETITIVE POSITION Make goods ExtractUndifferentiated commodities Market Premium PRICING Intro to the Creative Economy 28 Pine & Gilmore, “Welcome to the Experience Economy,” HBR, July/Aug 1998.
  29. 29. Economic DistinctionsType of Economy Agrarian Industrial Service ExperienceEconomic Commodities Services Experiences GoodsOfferingEconomic Extract Deliver Stage MakeFunctionNature of Tangible Fungible Intangible MemorableOfferingKey Attribute Natural Customized Standardized Personal Delivered onMethod of Inventoried Revealed overSupply Stored in bulk after production Demand a duration TraderSeller is… Manufacturer Provider StagerBuyer is… User Market Client GuestFactors of Benefits Characteristics Features SensationsDemand Intro to the Creative Economy 29 Pine & Gilmore, “Welcome to the Experience Economy,” Harvard Business Review, July/Aug 1998.
  30. 30. Put itanother way Intro to the Creative Economy 30
  31. 31. As the economy has evolved, so has business evolved Intro to the Creative Economy 31
  32. 32. Rise of the Creative Class Services Manufacturing Creative Farming Intro to the Creative Economy 32 Source: Martin Prosperity Institute, Rotman School of Business, University of Toronto
  33. 33. Rise of the Creative Class Manufacturing Services Creative Farming Intro to the Creative Economy 33Source: Martin Prosperity Institute, Rotman School of Business, University of Toronto
  34. 34. The increasing value of creativity 2007 = Services accounted for 79% of US Creative Economy Intro to the GDP. 34
  35. 35. The increasing value of creativity Intro to the Creative Economy 35
  36. 36. Intro to the Creative Economy 36
  37. 37. Creative Economy Industries• TAPE: – Technology, R&D, Innovation – Arts & Culture – Professional & Managerial – Education & Training Intro to the Creative Economy 37
  38. 38. Value of U.S. Copyright Industries 2007 Core Partial Support IndependentTo create, Some Distributes Produce,produce, aspect of both © and distributedistribute, product non-© to equipment thatexhibit qualifies for business/ used in creating,copyright © consumers use of ©materials protection materialsBooks, Fabric, Transporta- Manufacturer,periodicals, jewelry, tion, distrib,retail of CDmovies, toys, communi- players, TV,music, games, cation, VCRs, PCs,broadcast, furniture whole-sale, blank discs, etc.software, retailDVDs (only partially counted) Intro to the Creative Economy 38
  39. 39. Value of U.S. Copyright Industries 2007 Intro to the Creative Economy 39
  40. 40. Value of U.S. Copyright Industries 2007 Intro to the Creative Economy 40
  41. 41. Intro to the Creative Economy 41
  42. 42. Creativity can be applied to all types of business BECAME THIS THIS Intro to the Creative Economy 42
  43. 43. Intro to the Creative Economy 43
  44. 44. Intro to the Creative Economy 44
  45. 45. How much value does Starbucks add? Cost of coffee bean when harvested 2011= AN $1.24/lb. INCREASE OF VALUE OF APPROX. Value realized by Starbucks from selling cup of coffee = 20,000% $230/lb. Intro to the Creative Economy 45
  46. 46. So, Starbucks is doing very well…
  47. 47. Creativity can be applied to all types of business BECAME THIS THIS Intro to the Creative Economy 47
  48. 48. Creativity can be applied to all types of businessTHIS BECAME THIS Intro to the Creative Economy 48
  49. 49. CEOs Are Demanding Intro to the Creative Economy 49
  50. 50. What CEOs are worried about Intro to the Creative Economy 50
  51. 51. What CEOs are worried about Intro to the Creative Economy 51
  52. 52. The Solution to What Is Keeping CEOs Up at Night? Intro to the Creative Economy 52
  53. 53. Intro to the Creative Economy 53
  54. 54. Innovation as a mindset, not a department IBM 2010 Global CEO STUDY-1,500 global CEOs surveyed- http://www-935.ibm.com/services/us/ceo/ceostudy2010/index.html- The number one talent being sought by CEOs for their managersand employees = CREATIVITY!“Innovation isn’t a department, it’s a culture” Thomas Tsao, GobiPartners Intro to the Creative Economy 54
  55. 55. TOM’S UNIFIEDFIELD THEORYOF PERSONAL AND CIVIC CREATIVITY Intro to the Creative Economy 55
  56. 56. Intro to the Creative Economy 56
  57. 57. Introduction to the creative Economy To Sum Up…• The global economy has evolved• American economy no longer powered by manufacturing• New type of jobs have developed• New skills needed to succeed• New educational, national priorities required• Creativity powers the economy AND democracy Intro to the Creative Economy 57
  58. 58. “If I were not a physicist, I would probably be a musician. I often think in music. I live my day dreams in music. I see my life in terms of music…I get most joy in life out of the violin…I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.” - Albert Einstein, October 1929Intro to the Creative Economy 58

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