The document discusses the significance of creativity in business, highlighting its role as a key driver for growth and meaningful work. It emphasizes the need for organizational leaders to prioritize creativity to enhance productivity and connection within teams. Strategies for fostering creativity include embracing user-centric design, creating dedicated time for ideation, and promoting an interdisciplinary collaborative environment.

10. Why It Matters
Karen R. Baker
CEO and Professor

11. "Creativity in and of itself is important for
remaining healthy, remaining connected to
yourself and connected to the world,"
says Christianne Strang, a professor of
neuroscience at the University of Alabama
Birmingham.

12. Learning Objectives
Whereas a "career" in many fields connotes
climbing a ladder, "career" for a creative
person connotes something else. We will look
at the difference through discussion of what
is meaningful work.

13. Learning Objectives
Learning how to create some "generic
unblocking strategies" for yourself to use
when you encounter creative blockage.
How "Creativity is the business growth
engine."

14. Creativity - The ability to imagine or invent
something new of value
Creative person - Someone who is able to
choose high-quality ideas from a wider set of
ideas.
Imperial College London

15. Any sound definition of creativity must
contain these four elements: a necessary
self-relationship; a necessary awareness
state; the generation of ideas; and the
elaboration of ideas into inventions,
theories, works of art, and other fruits of
creating. Dr. Eric Maisel

16. Does meaningful creative work have its
place in business?

17. “Career" is the word we use to stand for
our desire to work in a regular,
productive, effective way, sell our
products and services, and have the
chance to grow that only years of practice
and sufficient successes afford us.

18. “Career” for a creative person
connotes ”something else”.
What is that “something else”?

19. “What would make for a meaningful project?"

20. You want to create value rather than merely
perform activities.
Your purpose is clear and you know how you
fit into the workplace.
How your own work contributed to team and
business or enterprise goals.

21. Better doesn't mean more. Better means
generous, sustainable, worthy. Better
means connection and quality and
opportunity, too. Seth Godin

22. “Companies that excel at design grow
revenues and shareholder returns at
nearly twice the rate of their industry peers.”
200 senior design leaders and 100 top
executives and analyzed the answers of more
than 1,700 respondents to the McKinsey
Design Index (MDI) survey tool.

23. Areas tied directly to improved revenue growth
and shareholder return
Embrace user-centric strategies, improving not
only products and services but also the full user
experience and, in some cases, the organization
itself.
Embed your senior designer into the C-
suite while cultivating a collaborative top-team
environment in which your design leader will
thrive.

24. How to push forward!

25. What small things or things
can you do to help yourself
better support your creative
life?
If its something affects you
negatively, in what sense
can you "put that behind
you" to still create?

26. Create the space without interruption.
Set a block of time for creating with no
excuses.
Recreate a framework for Time Management
1 hour of time to create – ideation,
brainstorming

27. List responsibilities that you must do versus
things that are flexible
Focus on your creativity.
What drives you to want to creates?

28. Theory and Practice.

29. “Creativity in business is a crucial first step
that needs to be prioritized by senior
leadership. Creativity was ranked as the
number one factor for future business
success—above management discipline,
integrity, and even vision.” Northwestern
University

30. Manage for creativity not manage creativity.
Leaders with multiple backgrounds,
disciplines and expertise.
Employees contribute to the ideas not a top
down strategy.

31. Cannes Lion Research Report 2020
2019 Global Creativity Report

32. “Creative isn't a department — it's a
discipline. Which means everyone at a
company needs to know how to harness it as a
tool for unlocking growth. But until the CEO
(and the board) recognises it as the connective
tissue that must support the entire company,
you will never see step-change disruption.
Until, of course, you yourself get disrupted.”
Andréa Mallard
Chief Marketing Officer, Pinterest

33. What drives growth: is it penetration,
engagement and/or reach, and is there a
blueprint for success?
 What difference does creativity make in all
of this?
And what type of creativity works?

34. The big idea is great, but what about the
business result?
How can we demonstrate the efficacy of
creative work by measuring what matters?

35. Foster Creativity in your organization

36. Group activity
Interdisciplinary team
No criticism
Clear timeframe
Leave out anyone who is not willing to add to
the ideas or as a team you deem effective.
Facilitator

37. Pos-its
Alphabet Brainstorming
Doodling

38. Alphabet Brainstorming
State the issue or problem
Good method to widen the exploration
Use each letter of the Alphabet gets a word
and idea.
Then rate the top ideas from the list.
Takes about 1 hour with 60-75 ideas

39. Doodling – The Doodle Revolution
Design and Visual thinking
Sketches, words, symbols, etc.
Information Retention
Elevates Creativity
Deepens Group Engagement
Focus

40. Using It In
Business

42. KAREN R. BAKER
KB@KARENRBAKER.COM
KARENRBAKER.COM
BTMRADIOSHOW.COM
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