TheCreativityConundrumthe seven myths of “creativity” in training             Matthew Homann, COCAbiz
Putting the“O” back inCreativity   Matthew Homann, COCAbiz
shiny shinysyndrome
Pleasedon’tthrowthings.
COC A   biz
Dance freakspeople out!
improvisation
yes, and...
Tomorrow,let’s go to the      zoo...
yes, and...
Creativity isimportant to mybusiness because...
What can the arts teachbusiness about creativity?
How canCOCA profitfrom it?
Remainingtrue to ourcore values.
...and not just   make turkeysout of our hands.
Sellingcreativity  will be
Creativityis priority #
The link betweencreativity and business iseasy to make.                      Right?
“Creativity is  important.”       but...
“I can’tafford to  buy it.”             © Matthew Homann 2010 All Rights Reserved
“I don’t   know how tovalue it.”
It’s not aboutcreativity at all...
It’s (still) about business.
How do yousell creativityto unwillingbuyers?
Myth #1People wantto learn to becreative.
Myth #1People wantto learn to becreative.
.                 ti ve                a            c re        e      ar  uYo
Myth #2Creative individuals make       creative companies.
For many,creativity is  a solitaryexperience.
Myth #3Time is the   primary  barrier to creativity.
Myth # 4Listening to someone talkabout creativity can make         us more creative.
Myth #5Creativity can be learnedin one dose.
The warm-up exercise.
Myth #6We can be creative    upon demand.
Myth #7 We’re more  tolerant ofnovelty than    our boss.
Often “they”are lesschicken thanwe are.
What can we do?
Recognize thatcreativity is an    ingredient.
Ignore  precedents -- atleast for a while.
Ask whatsacred cows can I slay?
Respect your audience’s willingness to gamble.
Don’t be afraid to      be stealthy.
Don’t rely upon newmeasurements.
Instead, focus onfamiliar metrics.
Deliver creativetools people can   use everyday.
be more                      be morecreative                     creative                                          be more...
... and thedifficultones.
Regulatetheir use.
Incentivize      their  adoption.
yes, and...
Make it a game.
Repeat, repeat, repeat.
Deliver bitesized chunks.
Your audiencehas less attentionto pay than everbefore.
Bepreparedto misseveryonce inawhile.
Don’t listento everybody.
“If I’d askedpeople what theywanted, theywould have saidfaster horses.”  -- Henry Ford
Questions?
haiku
five wordsseven wordsfive words
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The Creativity Conundrum: The Seven Myths of Creativity Training

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The slides from my recent presentation to the St. Louis Organizational Development Network conference on February 23, 2011.

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The Creativity Conundrum: The Seven Myths of Creativity Training

  1. 1. TheCreativityConundrumthe seven myths of “creativity” in training Matthew Homann, COCAbiz
  2. 2. Putting the“O” back inCreativity Matthew Homann, COCAbiz
  3. 3. shiny shinysyndrome
  4. 4. Pleasedon’tthrowthings.
  5. 5. COC A biz
  6. 6. Dance freakspeople out!
  7. 7. improvisation
  8. 8. yes, and...
  9. 9. Tomorrow,let’s go to the zoo...
  10. 10. yes, and...
  11. 11. Creativity isimportant to mybusiness because...
  12. 12. What can the arts teachbusiness about creativity?
  13. 13. How canCOCA profitfrom it?
  14. 14. Remainingtrue to ourcore values.
  15. 15. ...and not just make turkeysout of our hands.
  16. 16. Sellingcreativity will be
  17. 17. Creativityis priority #
  18. 18. The link betweencreativity and business iseasy to make. Right?
  19. 19. “Creativity is important.” but...
  20. 20. “I can’tafford to buy it.” © Matthew Homann 2010 All Rights Reserved
  21. 21. “I don’t know how tovalue it.”
  22. 22. It’s not aboutcreativity at all...
  23. 23. It’s (still) about business.
  24. 24. How do yousell creativityto unwillingbuyers?
  25. 25. Myth #1People wantto learn to becreative.
  26. 26. Myth #1People wantto learn to becreative.
  27. 27. . ti ve a c re e ar uYo
  28. 28. Myth #2Creative individuals make creative companies.
  29. 29. For many,creativity is a solitaryexperience.
  30. 30. Myth #3Time is the primary barrier to creativity.
  31. 31. Myth # 4Listening to someone talkabout creativity can make us more creative.
  32. 32. Myth #5Creativity can be learnedin one dose.
  33. 33. The warm-up exercise.
  34. 34. Myth #6We can be creative upon demand.
  35. 35. Myth #7 We’re more tolerant ofnovelty than our boss.
  36. 36. Often “they”are lesschicken thanwe are.
  37. 37. What can we do?
  38. 38. Recognize thatcreativity is an ingredient.
  39. 39. Ignore precedents -- atleast for a while.
  40. 40. Ask whatsacred cows can I slay?
  41. 41. Respect your audience’s willingness to gamble.
  42. 42. Don’t be afraid to be stealthy.
  43. 43. Don’t rely upon newmeasurements.
  44. 44. Instead, focus onfamiliar metrics.
  45. 45. Deliver creativetools people can use everyday.
  46. 46. be more be morecreative creative be more creative be more creative be more be more creative creative be more creative be more creative be more creative Don’t ignore be more creative the simple be more creative ones...
  47. 47. ... and thedifficultones.
  48. 48. Regulatetheir use.
  49. 49. Incentivize their adoption.
  50. 50. yes, and...
  51. 51. Make it a game.
  52. 52. Repeat, repeat, repeat.
  53. 53. Deliver bitesized chunks.
  54. 54. Your audiencehas less attentionto pay than everbefore.
  55. 55. Bepreparedto misseveryonce inawhile.
  56. 56. Don’t listento everybody.
  57. 57. “If I’d askedpeople what theywanted, theywould have saidfaster horses.” -- Henry Ford
  58. 58. Questions?
  59. 59. haiku
  60. 60. five wordsseven wordsfive words
  61. 61. Why did I come?What did I learn?What will I do?
  62. 62. Matthew Homann is the director ofCOCAbiz.You can reach him at Matt @COOCA.com or follow him onTwitter @MattHomann &@COCAbiz.

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