The document discusses how creativity can drive innovation and change within businesses, emphasizing the importance of both divergent and convergent thinking. Tommy Lynn, a global creative director at Dell, outlines strategies for harnessing creativity to improve brand perception and revenue, including understanding problems, collaborating, and setting objectives. It highlights that creativity is essential for progress and navigating complex business environments.

1. Driving Change with Creativity
Think design is just about creating products or logos? Think
again. In fact, designers can help businesses to innovate, solve
problems, and grow in new ways. In this webcast, Tommy Lynn,
Global Creative Director at Dell speak on how to use creative
thinking to discover what can be done by harnessing divergent
and convergent thinking, and to understand where creativity can
fit into a company’s overall strategic plan. Some of the
highlights are:
 How you can use objectives as boundaries while driving innovation
breakthrough
 Learning when and where to think possibilities vs. deliverables
 How to guide creative thinking

2. Driving Change
with Creativity
Tommy Lynn, Global Brand Creative
Global Marketing

3. Source: Derek Sivers, Leadership Lessons from a Dancing Guy, Feb 02, 2011
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4. me
Quick background on
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5. About me
Sociology/Psychology
+
Design
+
Business
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6. About me
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7. About me
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8. About me
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9. “There is no doubt that creativity is the
most important human resource of all.
Without creativity, there would be no
progress, and we would be forever
repeating the same patterns.”
—Edward de Bono
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10. change
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11. Don’t just embrace change.
Drive it.
Inspire &
Vision Change
Activate
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12. According to the IBM 2010 Global CEO Study, which surveyed 1,500
CEOs from 60 countries and 33 industries worldwide, CEOs believe:
“More than rigor, management
discipline, integrity or even
vision—successfully navigating
an increasingly complex world
will require creativity."
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13. creativity is
thinking,
not doing.
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14. we are all
creative
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15. “All children are artists.
The problem is how to
remain an artist once
he grows up.”
-Pablo Picasso
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16. Creativity
Innovation
Brand
Loyalty
Healthy business
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17. Harnessing
creativity
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18. In order for creativity to drive change
(i.e. brand perception, innovation,
revenue)...
1. (Really) Understand the problem
2. Use objectives as boundaries
3. Collaborate
4. Think big, broad
5. Drive forward
6. Take action
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19. Take time to
think
Spending time with your
problem early on will lead
to greater creativity in your
final product.
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20. non-linear
Creativity is not an A-Z, 9-5, black-and-white process.
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21. “None of us is as
smart as all of us.”
Chinese Proverb
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22. How can we structure
our thinking to harness
creativity and drive
meaningful change?
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23. Convergent thinking
“what is.”
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24. (Pure) Convergent thinking
Focus on a single answer to
a single problem with a
strong emphasis on speed,
accuracy and logic.
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25. Divergent thinking
“what if ?”
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26. Divergent thinking
Envisioning multiple
ways to solve a problem
by considering new
approaches and
perspectives.
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27. Its about
perspective
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28. Zoom out.
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27 Confidential 2/16/2012 Global Marketing 27

29. Reframing convergent thinking
A means to assess and
refine ideas - ensuring
we drive value and
meet objectives
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30. Creative thinking
Diverge
Converge
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31. Within the design process
Define
Discover
Explore
Design
Deliver
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32. The most brilliant idea
in the world won’t do
you any good if you
can’t deliver on it.
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33. In order for creativity to drive change (i.e. brand
perception, innovation, revenue)...
1. (Really) Understand the problem
Research and empathize
2. Use objectives as boundaries
Provide the right restraints to get what you need
3. Collaborate
Tap into the intelligence of those around you
4. Think big, broad
Zoom out then think ‘what if?’
5. Drive forward
Refine and improve
6. Take action
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34. Back to…
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35. What change will you
drive with
creativity?
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36. Thank you
@tommylynn / tommy_lynn@dell.com
Global Marketing