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The Creativity Imperative - Tom Tresser



Why is creativity job #1 for America and your organization? Tom Tresser made this presentation at the

Why is creativity job #1 for America and your organization? Tom Tresser made this presentation at the
University of Chicago School of Business in July, 2007.



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The Creativity Imperative - Tom Tresser The Creativity Imperative - Tom Tresser Presentation Transcript

  • The Creativity Imperative Tom Tresser July 25, 2007
  • If you’d like a copy of this presentation, please email me at tom@tresser.com.
  • Agenda
    • Introduction
    • Sorting
    • What is creativity?
    • The joy of creativity
    • Creativity as U.S. heritage
    • Creativity and the economy
    • Creativity and you
    View slide
  • Current Projects The Moose Jaw Expedition 2007
  • Sorting
    • Stand if your organization is pursuing some sort of innovation or creativity management/acceleration program
    • Stand if your organization is considering some sort of innovation or creativity management program
    • Stand if you are a creativity or innovation services provider
  • The power (and profit) of creativity… midnight at my local bookstore
    • Book sales (1-6) exceed 325 million copies worldwide
    • #7 had 20 million print run, Amazon sold 2 million (50% boost in profits!)
    • Revenues:
    • - Books = $9 billion
    • - Movies = $4.4 billion (#5 did +$110 million opening week)
    • - DVDs = $1 billion
    • - TV = $495 million
    The magic of a great story! Shekels Accummulus!
  • “ Creativity is the ability to look at the same thing as everyone else but to see something different.” - Chic Thompson
  • Howard Gardner John H. and Elisabeth A. Hobbs Professor of Cognition and Education at the Harvard Graduate School of Education. Senior Director of Harvard Project Zero. http://www.howardgardner.com Project Zero aims to understand and enhance learning, thinking, and creativity in the arts, as well as humanistic and scientific disciplines, at the individual and institutional levels. http://www.pzweb.harvard.edu
  • Linguistic pitch, rhythm, timbre awareness of others' feelings, emotions, goals, motivations Intrapersonal DO YOU SEE YOURSELF ON THIS LIST? syntax, phonology, semantics, pragmatics Musical Logical-mathematical number, categorization, relations Spatial accurate mental visualization, mental transformation of images Bodily-kinesthetic control of one's own body, control in handling objects Interpersonal awareness of one's own feelings, emotions, goals , motivations Naturalist recognition and classification of objects in the environment Intelligence Core Operations
  • To be human is to be creative
  • To be human is to be creative The Caves at Cauvet-Pont-d’Arc + 30,000 BC The Caves at Lascaux + 17,000 BC
  • The Joy of Creativity Joan Miró - The Circus - 1934
  • The Joy of Creativity
  • The Joy of Creativity
  • The Joy of Creativity
  • Creativity & American Heritage Creativity!
  • December 16, 1773
  • The Power of words… Thomas Paine – 1737 - 1809
  • The Power of words… “ 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 event of a few months.”
  • The invention of America
  • “ We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness. etc. etc.”
  • Tom Crafts reads the Declaration aloud in Boston - July 19, 1776
  • “ The bells rang, the privateers fired the forts and batteries, the cannon were discharged, the platoons followed, and every face appeared joyful…After dinner the King’s Arms were taken down from the State House and every vestige of him from every place in which it appeared, and burnt…Thus ends royal Authority in this State…and all 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, 1776 from small balcony in front of the Massachusetts State House, Boston.
  • When citizens heard the words “United States of America” read out loud for the first time in the weeks following the signing they all agreed that they now belonged to, came from and owed allegiance to the United States. It was a total fiction and the U.S.A. existed nowhere except in the minds of the Authors and their audience! U.S.A! U.S.A! U.S.A! U.S.A!
  • Creativity is our promise 38,000,000 people in U.S. born abroad
  • Creativity is our promise Source: UN Dept of Economic and Social Affairs 38,355,000
    • I.I. Rabi won the 1944 Nobel Physics Prize for his work on the Manhattan 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 Project On the occasion of the award a journalist asked, What did Rabi think of this great honor? “What do I think? I think that in the old country I would have been a tailor.”
    • - David Halberstam, “Defining a Nation – Our America and the Sources of its Strength,” 2003.
  • Since 1906 283 U.S. citizens have been awarded Nobel Prizes. 71 were foreign-born (including Isidor Rabi). 26% !
  • Creativity and the Economy
  • Features of the Creative Economy
    • Shift in economic production
    • Shift in economic value
    • Shift in types of jobs
    • Shift in modes of consumption
    • Shift in skills needed in workplace
    • Shift in how businesses “win”
  • The progression of economic value COMPETITIVE POSITION Differentiated Undifferentiated PRICING Premium Market Pine & Gilmore, “Welcome to the Experience Economy,” HBR, July/Aug 1998.                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Extract commodities Make goods Deliver services Stage experiences
  • Illustration: Elwood Smith, Exhibitor Online
  • The increasing value of creativity
  • The increasing value of creativity
  • Creative Economy Industries
    • TAPE :
      • Technology, R&D, Innovation
      • Arts & Culture
      • Professional & Managerial
      • Education & Training
  • Value of U.S. Copyright Industries 2005
  • Richard Florida
    • Hirst Professor of Public Policy, George Mason University
    • Author, “The Rise of the Creative Class”, “The Flight of the Creative Class”
    http://policy.gmu.edu/people/florida.html http://www.creativeclass.org
  • Creative Economy Workforce According to Florida
    • Super-Creative Core :
    • Computer and mathematical occupations
    • Architecture and engineering occupations
    • Life, physical, and social science occupations
    • Education, training, and library occupations
    • Arts, design, entertainment, sports, and media occupations
    • Creative Professionals :
    • Managerial occupations
    • Business and financial operations occupations
    • Legal operations
    • Healthcare practitioners and technical operations
    • High-end sales and sales management
  • Rise of Creative Class
    • Creative Class =
    • * Super-Creatives,
    • 15 million workers +
    • * Creativity pros,
    • 23 million workers
    • 38 million strong 28% U.S. work force
    “ The Rise of the Creative Class,” Richard Florida
  • Size of U.S. Creative Economy Workforce Source: Catalytix Consulting
  • What % of Illinois Workers Toil in the Creative Industries? 30%
  • Chicago Region Creative Workers Super-Creatives = 467,760 Creative Pros = 834,080 Total = 32% of labor force Source: Metro Chicago Information Center
  • WHERE THE JOBS WERE (1994 -2004) Source: Federal Reserve Bank of Dallas
  • WHERE THE JOBS WERE NOT Source: Federal Reserve Bank of Dallas
  • Creativity Drives U.S. Social + Economic Progress Jane Addams Jonas Salk
  • Creativity in business
  • http://innovateamerica.org
  • “ Innovate America” – National Innovation Initiative Report, December 2004
    • BellSouth, IBM, American Airlines, Advanced Micro Devices, Ab Initio, Verizon, Amgen, Dana, Morgan Stanley, GM, PepsiCo
    • Georgia Institute of Technology, Texas A&M, Columbia University, University of North Carolina, Stanford, Rensselaer, MIT, University of Michigan
  • PAGE 1: “ RESOLVED -- Innovation will be the single most important factor in determining America’s success through the 21 st century.”
    • Talent = “The nation’s key innovation asset”
    • The National Innovation Talent Agenda:
    • Build the base of scientists and engineers
    • Catalyze the next generation of innovators
    • Empower workers to succeed in the global economy
  • Creativity can be applied to all types of business THIS BECAME THIS
  • Creativity can be applied to all types of business THIS BECAME THIS
  • Creativity can be applied to all types of business THIS BECAME THIS
  • Creativity and you
  • Your first step… Creativity Champion! Declare yourself a..
  • Personal steps
    • Positive attitude, don’t be an idea killer
    • Reduce stress for yourself, others
    • - Record ideas when you get them
    • Personal mental spa treatment: pursue learning for fun, cultivate a hobby, seek new experiences
    • Create a professional development plan including research, training, certification, related degree
    • Network and seek out allies, colleagues
  • Professional steps
    • - Create a culture of innovation, reward risk taking
    • Assess your knowledge management IQ – do you know what you need to know? Are you measuring the right things?
    • Action learning research to get smart quickly
    • Ask customers, suppliers and other stake holders for ideas
    • Minimize climate of fear Learn from, celebrate failures!
    • - Build on success, incremental innovation is OK (but big profits come from true innovations, not extensions)
    • Create a skunk works and task small team to put you out of business (challenge the business model)
    • - Hire deviants
    • - Develop talent, seek talent, reward talent – plan for talent
  • Innovation as a mindset, not a department IBM 2006 Global Innovation Outlook - 750 global CEOs surveyed - The greater the level of collaborative innovation, the greater the financial performance (revenue growth, operating margin, profitability over time) “ Innovation isn’t a department, it’s a culture” Thomas Tsao, Gobi Partners
  • Take the Pledge Creativity Champion! “ I hereby declare that I (say your name) as of Wednesday, July 25, 2007 am a Creativity Champion and that I will stand up for creativity, innovation, new ideas and an open mind at home, at work and in my community.”
    • Creativity coaching for managers
    • Innovation Acceleration Planning
    • Ideation sessions/Strategic retreats
    • One-Day Innovation Audit and Assessment
    312-804-3230 [email_address] www.tresser.com Thank you!
  • If you’d like a copy of this presentation, please email me at tom@tresser.com.