Insights to the Creative mind

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As a project manager, how can you be better at working with creative people and be better at leading innovation sessions in your company

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  • Don’t tell I’ve been here
  • Mølle som troede vi kunne se det hele for os Richard in Baltimore, where he didn’t even see it the same way – the day after – and I had put it on paper: ”Yes, that’s exactly what I meant”!
  • Prasing a creative director after many hard meetings – living up – and sparkling
  • Ask how they got to that idea
  • Putting people on planes, when wanting to advertise for airlines
  • Get their thoughts going They also want to please you, so show them your thoughts – they are visual – in your brief
  • No one is creative on demand – at least not if you want a solution ”on brief” Get their thoughts going They also want to please you, so show them your thoughts – they are visual – in your brief ” If you already know what you want, don’t ask anyone to be creative”. Elephant – flying, blue, adventures – Animal, 2 tons, hungry, airborn
  • suitable for cold wash only things ranging from silk to wet suits. From everyday laundry to high fashion The enzymes will not compromise the strength of the fabric Enzyme washing will not leave residue in drains and on clothing. Enzyme technology in our daily lives
  • ” Don’t be afraid”
  • Small start-up company – Julie – not being able to get in contact
  • Praise/acknowledgement from the boss Internal messaging in evaluation Event
  • The ones who that are crazy enough to think that they can change the world - are the ones who do...
  • Insights to the Creative mind

    1. 1. INSIGHTS TO THE CREATIVE MIND MORTEN MUNK STRATEGIC PLANNER
    2. 2. COMPANY MARKETING MANAGER AGENCY PROJECT MANAGER AGENCY CREATIVES X ME (FOR 5 YEARS) COMPANY MARKETING MANAGER AGENCY PROJECT MANAGER AGENCY CREATIVES X ME (NOW) COMPANY PROJECT MANAGER My Background
    3. 3. X BRIEF X X X FINAL IDEA IDEA #2 IDEA #1 LIMITS OF THE BRIEF My ROLE
    4. 4. IF YOU MEET A CREATIVE… I WAS NEVER HERE!
    5. 5. CAN YOU SECURE A MORE INNOVATIVE/CREATIVE END RESULT WITHOUT DRASTICALLY CHANGING THE PROCESS? The basic question:
    6. 6. WORKING WITH CREATIVES BEING INNOVATIVE IN A GROUP PART 1 PART 2 A mindset
    7. 7. PROJECT MANAGER CREATIVE PART 1 ” PLEASE REMEMBER THAT YOU HAVE TO DO 3 CONCEPTS BY THURSDAY!” ” SURE…”
    8. 8. ” Believe that they know as much about business as you do – and then treat them like kids” ABOUT WORKING WITH CREATIVES QUOTE: MAD MEN
    9. 9. WORKING WITH CREATIVES 3 BASIC RULES 1. 2. 3. ACCEPT THAT THEY HAVE A DIFFERENT BRAIN THAN YOURS
    10. 10. TEST Herrmann Brain Dominance Instrument
    11. 11. COUNT HOW MANY A’s, B’s, C’s and D’s YOU HAVE ANSWERED
    12. 12. ANALYTICAL THINKING LOGICAL ANALYTICAL TECHNICAL FACTUAL QUANTITATIVE LIKE NUMBERS PLANNED THINKING CONTROLLED ORGANISED ADMINISTRATIVE DETAILED GOOD PLANNING GET THINGS DONE IMAGINATIVE THINKING ARTY HOLISTIC VISUAL CONCEPTUAL COMBINING TAKE RISKS INTERPERSONAL THINKING EMOTIONAL MUSICAL INTERPERSONAL EXPRESSIVE COMMUNICATING LIKES TO TALK MOST A’s MOST B’s MOST D’s MOST C’s
    13. 13. PROJECT MANAGER CREATIVE SHOULD THERE BE THE SAME ACCEPT THE OTHER WAY?
    14. 14. WORKING WITH CREATIVES 3 BASIC RULES 1. 2. 3. ACCEPT THAT THEY HAVE A DIFFERENT BRAIN THAN YOURS ACKNOWLEDGE THEIR IDEAS
    15. 15. THE GREAT IDEA IS THE CREATIVE ’S LITTLE GOLD NUGGET AND YOU NEED THEM TO KEEP EVOLVING THE IDEA OR A NEW ONE…
    16. 16. ACKNOWLEDGING PRAISING
    17. 17. YOU NEED TO UNDERSTAND THE BASIC IDEA, IF YOU WANT TO MOVE ON BUT…
    18. 18. WORKING WITH CREATIVES 3 BASIC RULES 1. 2. 3. ACCEPT THAT THEY HAVE A DIFFERENT BRAIN THAN YOURS ACKNOWLEDGE THEIR IDEAS THE CREATIVE MIND NEEDS FUEL
    19. 19. INSPIRE THEM! BUT WHAT’S GOOD INSPIRATION? FEW PEOPLE ARE CREATIVE ON DEMAND – AT LEAST NOT IF YOU WANT A SOLUTION ”ON BRIEF”
    20. 20. THIS IS NOT… Novozymes' detergent technical service team explains why including multiple enzymes in a laundry detergent helps to further improve cleaning performance: "As we increase the concentration of an enzyme in a single-enzyme detergent, the cleaning performance improves, but this ultimately reaches a maximum performance plateau beyond which no additional benefit is seen. At this point, cleaning performance can only be further improved by adding new enzymes to the detergent formulation," he says. Of course, the particular blend of enzymes that the team recommends varies because geographical differences in washing conditions such as water temperature and hardness influence the activity of the enzymes. But because Novozymes' customers sell laundry detergents to consumers in so many different countries, the technical service team has the knowledge and equipment to precisely reproduce washing practices from around the globe. Enzymes are proteins that are found in every living organism: man, animals, plants and microorganisms. Nature — including human digestive systems — relies on enzymes to break down proteins, starches and fats. The same types of enzymes can be used in detergents to break down the stains that bind to fabrics. While nature provides an amazing diversity of enzymes, identifying enzyme solutions for a specific problem can be extremely difficult. Most industrial applications place strict demands on the conditions under which an enzyme must operate — pH levels, temperature, and the presence of harsh chemicals all present challenges to enzyme stability and performance. Massive libraries of enzymes, collected from real-world soil and water samples, are just the beginning of the development process. By utilizing specialized knowledge of protein chemistry and advanced protein engineering, new and improved versions of naturally occurring enzymes can be created. Directed molecular evolution can extend the size of these enzyme libraries into an almost infinite number of protein structures designed to meet the extreme demands of modern industrial processes. High throughput screening, based on predictive microscreen assays, is used to identify the best enzyme candidates. For instance, Novozymes has developed a technology platform that allows it to scan the capabilities of more than a million enzymes each week. The most promising candidates are then subjected to more complex testing and additional screening to assure a strong correlation between specific microscreen assays and the real-life application. After a specific enzyme has been identified and the relevant genes isolated, an efficient expressio Case: PROMOTE ENZYMES IN DETERGENTS TO A ”NORMAL MAN”
    21. 21. GLOBAL CHALLENGES: REPRODUCE WASHING PRACTICES FROM AROUND THE GLOBE WATER TEMPERATURE AND HARDNESS INFLUENCE THE ACTIVITY OF THE ENZYMES MORE ENZYMES SIMPLY MEAN A CLEANER WASH AND WHITER WHITES KEY INSIGHTS REDUCE HOUSEHOLD ENERGY BILLS BY LOWERING THE WASHING TEMPERATURE Case: PROMOTE ENZYMES IN DETERGENTS TO THE DANES
    22. 22. VISUAL MOOD BOARD
    23. 23. BRIEF ON LOCATION
    24. 24. IF YOU ALREADY KNOW WHAT YOU WANT… THEN DON’T ASK SOMEONE TO BE CREATIVE BUT….
    25. 25. WORKING WITH CREATIVES 3 BASIC RULES 1. 2. 3. ACCEPT THAT THEY HAVE A DIFFERENT BRAIN THAN YOURS ACKNOWLEDGE THEIR IDEAS THE CREATIVE MIND NEEDS FUEL
    26. 26. PART 2 BEING INNOVATIVE/CREATIVE IN A GROUP
    27. 27. WHEN ASKED ABOUT THE WORD ” MEETING” 70% THINK OF…?
    28. 28. “ At the beginning, if an idea doesn’t seem COMPLETELY crazy – it’s not going to be GREAT idea in the end”
    29. 29. BEING INNOVATIVE IN A GROUP 3 BASIC RULES (MY BEST ONES) 1. 2. 3. LOOK FOR BARRIERS RATHER THAN SOLUTIONS
    30. 30. WHAT IS THE MAIN BARRIER FOR YOU REACHING THE GOAL? NO SOLUTIONS
    31. 31. BARRIER 1 BARRIER 2 BARRIER 3 BARRIER 4 BARRIER 5 BARRIER 6 BARRIER 7 SOLUTION 1 SOLUTION 2 SOLUTION 3 SOLUTION 4
    32. 32. NOT KNOWN EXAMPLE SMALL START-UP RESEARCH COMPANY BARRIERS PEOPLE DON’T THINK WE ARE EXPERIENCED ENOUGH PERCEIVED AS TOO COMPLEX SOLUTIONS MAKE A BIG SEMINAR NEW SIMPLIFIED PACKAGING FOR ”PRODUCT”
    33. 33. BEING INNOVATIVE IN A GROUP 3 BASIC RULES 1. 2. 3. LOOK FOR BARRIERS RATHER THAN SOLUTIONS NEVER KILL AN IDEA
    34. 34. SCENARIO 1 IDEA 1 X REJECTED! ” Because the system can’t handle…”
    35. 35. SCENARIO 2 IDEA 1 X APPROVED! ” We just have to check out how the system can…” ” Ok, and if it doesn’t work, we could maybe…”
    36. 36. SCENARIO 3 IDEA 1 X ” WHEN WE DO THAT, WHY DON’T WE…” IDEA 2 (totally opposite IDEA 1) X INSPIRED BY IDEA 1 IDEA 3 (Fine-tuning IDEA 2) X TWISTING IDEA 2 Zzzz… GOING HOME TO SLEEP X IDEA 4 X IDEA 5 (Not related to IDEA 1 at all ) X IDEA 6
    37. 37. BEING INNOVATIVE IN A GROUP 3 BASIC RULES 1. 2. 3. LOOK FOR BARRIERS RATHER THAN SOLUTIONS NEVER KILL AN IDEA CREATE MUTUAL OWNERSHIP OF THE IDEA
    38. 38. IDEA 1 X Fine tuning IDEA 1 IDEA 2 REWARD Individual Ownership
    39. 39. IDEA 1 X Fine tuning IDEA 1 IDEA 2 MUTUAL REWARD IDEA 4 Mutual Ownership Fine tuning IDEA 1 IDEA 3 IDEA 5 Fine tuning IDEA 1 Fine tuning IDEA 2
    40. 40. PUT THE IDEA ON PAPER ENCOURAGE PEOPLE TO MAKE “MISTAKES” IDEA SHOULD BE VISIBLE ALL THE TIME SECURE THE FOCUS ON THE MUTUAL REWARD In innovation sessions: TO GET EVERYONE INVOLVED - LET EVERYONE “ LET OFF SOME STEAM” IN THE BEGINNING TRACK RESULTS AND EVALUATE
    41. 41. BEING INNOVATIVE IN A GROUP 3 BASIC RULES 1. 2. 3. LOOK FOR BARRIERS RATHER THAN SOLUTIONS NEVER KILL AN IDEA CREATE MUTUAL OWNERSHIP OF THE IDEA
    42. 42. SANITY CHECK PRIORITIZE WHEN TOO MANY IDEAS… ACTIVE DECISION
    43. 43. 1. 2. 3. LOOK FOR BARRIERS RATHER THAN SOLUTIONS NEVER KILL AN IDEA CREATE MUTUAL OWNERSHIP OF THE IDEA BEING INNOVATIVE IN A GROUP WORKING WITH CREATIVES 1. 2. 3. ACCEPT THAT THEY HAVE A DIFFERENT BRAIN THAN YOURS ACKNOWLEDGE THEIR IDEAS THE CREATIVE MIND NEEDS FUEL It’s a mindset…
    44. 44. THE BRIEF
    45. 45. Always ”On paper”! Why are you doing it? What’s the Goal? One page I DON’T DO BRIEFS IN ONE PAGE! Short sentences ! THE BRIEF
    46. 46. “ The ones who are crazy enough to think that they can change the world… are those who do!“
    47. 47. INSIGHTS TO THE CREATIVE MIND QUESTIONS? [email_address] [email_address] [email_address] [email_address] [email_address]

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