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Create More. Tweak Less. Getting Back To Our Creative Core.

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At AdobeMax 2019, Ben Child, Executive Creative Director at Workfront, discussed proven methods to be better at the creative process. By balancing the right amount of structure with creativity, and by focusing on core creative principles, you’ll be better able
to deliver impactful, mind-blowing creative work you can be proud of, that also delivers results for your organization. #NeverStopCreating

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Create More. Tweak Less. Getting Back To Our Creative Core.

  1. 1. 1 CREATE MORE. TWEAK LESS. B E N C H I L D | E X E C C R E A T I V E D I R E C T O R P U B L I S H E D N O V E M B E R 2 0 1 9
  2. 2. 2 Here in the now we live above the shadows, for and somehow we are beautifully created.
  3. 3. 3 Creative is hard. really ^
  4. 4. 4 It’s not your fault that it’s hard.
  5. 5. 5 “Alexa…stop.”
  6. 6. 6 So here we are.
  7. 7. 9 I’m a control freak.
  8. 8. 10 I’m an idealist.
  9. 9. 11 I’m still hunting down the greatest tune I’ve never written.” — H A N S Z I M M E R “
  10. 10. 12 infp.
  11. 11. 13 I’m losing the battle against entropy.
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  15. 15. 17 Cool factor note: nothing is cool. Ubiquity
  16. 16. 18 Most of my stress comes from miscommunication.
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  18. 18. 20 There are far too many authoritative figures saying things that don’t make sense and far too little ‘lesser’ figures with all of the right things to say who aren’t speaking up.” Q U O T E “ — B E N C H I L D
  19. 19. 21 What are we doing here.
  20. 20. 22 It all started with this.
  21. 21. 23 I just wanted to perfect my living arrangement.
  22. 22. 24 Without creativity there is no life, merely existence.”“ — B E N C H I L D Q U O T E
  23. 23. 25 You’re not alone.
  24. 24. 26 What we’re up against.
  25. 25. 27 Stress and chaos are the enemy to creativity.
  26. 26. 28 Cortisol/Adrenaline vs Endorphins/Oxytocin
  27. 27. 29 We’re creative. The least important, most important thing there is.” — D O N D R A P E R “
  28. 28. 30 Humans are messy.
  29. 29. 31 Get out of my kitchen. P H O T O C R E D I T : M I C H A E L B R O W N I N G
  30. 30. 32 The words. “Don’t worry it’s on brand.” “We’re going to be so strategic.” “We’ll just add it to our current campaign set.”
  31. 31. 33 So what does it mean to be strategic? The logic that determines what you choose to do and not do in service of a particular goal.
  32. 32. 34 Servile strategy. Business units (stakeholders) apply strategy; functions support them.
  33. 33. 35 Imperial strategy. Functional leaders put the work front and center and pay little attention to how it aligns with the overall strategy of the company.
  34. 34. 36 First, What is the implicit current strategy of the function, as reflected in the choices that it makes every day? And second, What are the strategic priorities of the rest of the corporation, and is the function critical to them? An effective functional team should ask:
  35. 35. 37 Functions need to operate in efficient and cost-effective ways that enable the firm to invest in its sources of competitive advantage. The cost of bad choices:
  36. 36. 38 Functions do not have to be servants to corporate overlords, nor should they be petty tyrants building their own empires.
  37. 37. 39 Functional teams see the breakdown in a company because of their unique purview of the activity across the company.
  38. 38. 40 Just like the rest of the company, functional teams make choices every day, and by developing a coherent strategy to guide them, they can become vital engines of the business. T A K E A W A Y https://hbr.org/2019/07/the-one-thing-you-need-to-know-about-managing-functions
  39. 39. 41 Process, diversity, and collaboration win.
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  46. 46. 48 The State of Work 43% Employees said they spend only 43% of their day on their primary job duties. 60% Nearly 60% of their time is associated with things like email and meetings that they considered a waste of time.
  47. 47. 49 42% Employees told us the number of communication options (email, IM, etc.) makes getting work done more difficult. 25% Respondents told us they aren’t sure how decisions are made at all. Data vs instinctual. 47% 47% of workers we surveyed said productivity is stalling in their workplace. Technology is both the answer…and the problem.
  48. 48. 50 The Future of Work 88% More than 27 out of every 100 U.S. employees quit in 2018. Turnover trends demonstrate an 8.3% increase over 2017 and 88% increase since 2010. If you allow this trend to continue, U.S. voluntary turnover will hit 35% by 2023, placing companies in continuous and enormous risk.
  49. 49. 51 Times interrupted per day by digital tools: Slack/email/social media
  50. 50. 52 The way you review is the way your team will evolve.
  51. 51. 53 How to fight the good fight.
  52. 52. 54 Get organized. Set your team up to win.
  53. 53. 55 Why does your team exist? What we stand for: to be an aligned partner. We are not Kinkos. How we behave: pursue excellence and mutual respect. Why we believe: we create desire and strive for effective outcomes. ETHOS: PATHOS: LOGOS:
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  77. 77. 79 KNOW THINK FEEL DO The creative brief is bible.
  78. 78. 80 “The difficulty lies not so much in developing new ideas as in escaping old ones.” Brand refresh.
  79. 79. 81 C O N F I D E N T I A L We help people do their best work. B R A N D P R O M I S E
  80. 80. 82 Great design happens when you break down problems into the simplest solution and clearest way.” “ — P A U L R A N D Q U O T E
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  84. 84. 86 Shift to enterprise—through the eyes of our customer.
  85. 85. 87 PLAY VIDEO
  86. 86. 88 Have conversations. Life is all about them.
  87. 87. 89 Television. Movies. Comics.
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  93. 93. 95 Kottke.org
  94. 94. 96 Practice essentialism and be mindful.
  95. 95. 98 Travel and influence.
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  103. 103. 106 Why do I do this.
  104. 104. 115 Moments of inspiration.
  105. 105. 116 Make it to the peak.
  106. 106. 120 Never stop creating.
  107. 107. 121 Thank you.

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