The document discusses fostering creativity through empathy, observation, and questioning assumptions. It advocates empowering creative teams by giving them knowledge and freedom, educating others to understand work on psychological and business levels, and enchanting people with unexpected personality. The goal is to build trust by managing expectations, exceeding them smartly for long term success, and being mindful of what expectations are.

2. A License for
Creative Advocacy
14 April 2016
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Maury Postal
Group Creative Director,
social@Ogilvy
alicensefor
creativeadvocacy

3. The intellect is a great danger to creativity … because you begin to
rationalize and make up reasons for things, instead of staying with
your own basic truth — who you are, what you are, what you want
to be. I’ve had a sign over my typewriter for over 25 years now,
which reads “Don’t think!”’
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Ray Bradbury
2 https://www.brainpickings.org/2013/09/06/what-is-creativity/
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A License for Creative Advocacy

4. Creativity is
3 A License for Creative Advocacy

5. 4 A License for Creative Advocacy
Only available in incandescent

6. 5 A License for Creative Advocacy
An infographic

7. 6 A License for Creative Advocacy
Breakfast

8. 7 A License for Creative Advocacy bacontoday.com
Turducken

9. 8 A License for Creative Advocacy
Creativity is
meandering

10. 9 A License for Creative Advocacy
Creativity is
iterative

11. 10 A License for Creative Advocacy
Creativity is
visceral

12. 11 A License for Creative Advocacy
Creativity is
observational

13. 12
Michael Wolff,
A meditation on seeing

14. 13 A License for Creative Advocacy
How can you
foster creativity?

15. As you question things you have empathy for people in
these situations, and then you’ll start to see, [the world]
doesn’t have to be like this.”
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Michael Wolff
14 A License for Creative Advocacy http://99u.com/videos/24965/michael-wolff-never-stop-asking-why
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16. 15 A License for Creative Advocacy
Empathy for
your clients.

17. 16 A License for Creative Advocacy
Empathy for
your team.

18. 17 A License for Creative Advocacy
Who is motivating them?
Are they internal or external to their organization?
What is motivating them?
What are they working towards?
What is dragging them down?
Is it related to their job? Is it related to a specific task?
What is an unexpected opportunity you can enable for them?
Something to unlock their true passions.

19. 18 A License for Creative Advocacy
How can you advocate
for creativity?

20. Empower
Educate
Enchant
19 A License for Creative Advocacy

21. Empower
Give your team the knowledge beyond the brief.
Lead them to the bigger picture.
Allow them the freedom to drift before delivering.
20 A License for Creative Advocacy

22. Educate
Defending the work on a psychological level.
Defending the work on a business-brain level.
The “rabbit hole” test.
21 A License for Creative Advocacy

23. Enchant
Win everyone over with personality.
Be unexpected.
Be.
22 A License for Creative Advocacy

24. and
23 A License for Creative Advocacy

25. Expectations
Manage them constantly, iterate to the top.
Exceed them smartly, build for the long-term.
Be mindful of what they are.
24 A License for Creative Advocacy

26. This all builds towards
the singularity*:
25 A License for Creative Advocacy
*almost as good as that one

27. 26 A License for Creative Advocacy
Trust.

28. Duncan Wolfe,
Sands

29. It's a delight to trust somebody so completely.”
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Jeff Goldblum
28 A License for Creative Advocacy
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30. thank
Maury Postal
Group Creative Director,
social@Ogilvy
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@mopostal
you