The Creativity Imperative - TEDxIIT


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What's America's Number One resource, energy source and priority? Hint - it's NOT oil. Tom Tresser gave this presentation at TEDxIIT on March 26. Follow Tom on Twitter - tomstee.

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  • Hey all - if you viewed this presentation and liked it or want to know more - shoot me an email - The point of view about creativity as cornerstone of American heritgae is developed further in a slim manifesto that you can download for free at
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The Creativity Imperative - TEDxIIT

  1. 1. The Creativity Imperative Tom Tresser March 26, 2011
  2. 2. It starts with a single mom and a pad of paper in a café…
  3. 6. <ul><li>Book sales (1-7) exceed 400 million copies worldwide (69 languages) </li></ul><ul><li>#7 had 20 million print run, Amazon sold 2 million (50% boost in profits!) </li></ul><ul><li>1 million visitors to new Universal “Wizarding World” Orlando </li></ul><ul><li>Revenues: </li></ul><ul><li>- Books = $9 billion </li></ul><ul><li>- Consumer products = $7 billion </li></ul><ul><li>- Movies = $6.3 billion (first 7 films, #8 due 7/11) </li></ul><ul><li>- DVDs = $2.7 billion </li></ul><ul><li>- Video games = $1.9 billion </li></ul><ul><li>- TV = $495 million </li></ul>The magic of a great story! Shekels Accummulus!
  5. 8. Creativity is when you think do or make something new. Tom’s simple definition
  7. 10. Howard Gardner John H. and Elisabeth A. Hobbs Professor of Cognition and Education at the Harvard Graduate School of Education. Senior Director of Harvard Project Zero. Project Zero aims to understand and enhance learning, thinking, and creativity in the arts, as well as humanistic and scientific disciplines, at the individual and institutional levels.
  9. 12. Linguistic pitch, rhythm, timbre awareness of others' feelings, emotions, goals, motivations Intrapersonal DO YOU SEE YOURSELF ON THIS LIST? syntax, phonology, semantics, pragmatics Musical Logical-mathematical number, categorization, relations Spatial accurate mental visualization, mental transformation of images Bodily-kinesthetic control of one's own body, control in handling objects Interpersonal awareness of one's own feelings, emotions, goals , motivations Naturalist recognition and classification of objects in the environment We are ALL creative! Intelligence Core Operations
  10. 13. Creativity & American Heritage Creativity!
  11. 14. America, the Invented Country
  12. 15. The Power of words… Thomas Paine – 1737 - 1809
  13. 16. The Power of words… “ We have it in our power to begin the world over again. A situation, similar to the present, hath not happened since the days of Noah until now. The birthday of a new world is at hand, and a race of men, perhaps as numerous as all Europe contains, are to receive their portion of freedom from the event of a few months.”
  14. 17. The invention of America
  15. 18. “ We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness. etc. etc.”
  16. 19. Tom Crafts reads the Declaration aloud in Boston - July 19, 1776
  17. 20. “ The bells rang, the privateers fired the forts and batteries, the cannon were discharged, the platoons followed, and every face appeared joyful…After dinner the King’s Arms were taken down from the State House and every vestige of him from every place in which it appeared, and burnt…Thus ends royal Authority in this State…and all the people shall say Amen.”   Abigail Adams letter to John describing Tom Crafts, a house painter, reading of the Declaration of Independence aloud on July 19, 1776 from small balcony in front of the Massachusetts State House, Boston.
  18. 21. U.S.A! U.S.A! U.S.A! U.S.A!
  20. 23. Creativity is our promise 43,000,000 people in U.S. born abroad
  21. 24. Creativity is our promise
  22. 25. <ul><li>I.I. Rabi won the 1944 Nobel Physics Prize for his work on the Manhattan Project. </li></ul><ul><li>born in Austria - came to America as infant - father worked making women’s blouses in a sweatshop - Rabi was a brilliant student, became a physicist - leading member of the Manhattan Project On the occasion of the award a journalist asked, What did Rabi think of this great honor? “What do I think? I think that in the old country I would have been a tailor.” </li></ul><ul><li>- David Halberstam, “Defining a Nation – Our America and the Sources of its Strength,” 2003. </li></ul>
  23. 26. Since 1906, 309 U.S. citizens have been awarded Nobel Prizes. 82 were foreign-born (including Isidor Rabi). 27% !
  24. 29. The increasing value of creativity
  25. 30. Creative Economy Workforce According to Richard Florida <ul><li>Super-Creative Core : </li></ul><ul><li>Computer and mathematical occupations </li></ul><ul><li>Architecture and engineering occupations </li></ul><ul><li>Life, physical, and social science occupations </li></ul><ul><li>Education, training, and library occupations </li></ul><ul><li>Arts, design, entertainment, sports, and media occupations </li></ul><ul><li>  </li></ul><ul><li>Creative Professionals : </li></ul><ul><li>Managerial occupations </li></ul><ul><li>Business and financial operations occupations </li></ul><ul><li>Legal operations </li></ul><ul><li>Healthcare practitioners and technical operations </li></ul><ul><li>High-end sales and sales management </li></ul>
  26. 31. Rise of Creative Class <ul><li>Creative Class = </li></ul><ul><li>* Super-Creatives, </li></ul><ul><li>15 million workers + </li></ul><ul><li>* Creativity pros, </li></ul><ul><li>23 million workers </li></ul><ul><li>38 million strong 30% U.S. work force </li></ul>“ The Rise of the Creative Class,” Richard Florida
  27. 32. Size of U.S. Creative Economy Workforce Source: Catalytix Consulting
  28. 33. Value of U.S. Copyright Industries 2007 Produce, distribute equipment that used in creating, use of © materials Distributes both © and non-© to business/ consumers Some aspect of product qualifies for © protection To create, produce, distribute, exhibit copyright materials Manufacturer, distrib,retail of CD players, TV, VCRs, PCs, blank discs, etc. Transporta-tion, communi-cation, whole-sale, retail (only partially counted) Fabric, jewelry, toys, games, furniture Books, periodicals, movies, music, broadcast, software, DVDs Independent Support Partial Core
  29. 34. Value of U.S. Copyright Industries 2007 $1.5 Trillion! 11% of GDP
  30. 36. What % of Illinois Workers Toil in the Creative Industries? 35%
  31. 37. Chicago Region Creative Workers Super-Creatives = 467,760 Creative Pros = 834,080 Total = 32% of labor force Source: Metro Chicago Information Center
  32. 38. Creativity Drives U.S. Social + Economic Progress Jane Addams Jonas Salk
  33. 39. Creativity in business
  34. 40. Creativity can be applied to all types of business THIS BECAME THIS
  35. 41. How much value does Starbucks add? Cost of coffee bean when harvested = $0.50/lb. Value realized by Starbucks from selling cup of coffee = $230/lb. AN INCREASE OF VALUE OF +46,000%
  36. 42. Creativity can be applied to all types of business THIS BECAME THIS
  37. 43. Creativity can be applied to all types of business THIS BECAME THIS
  38. 44.
  39. 45. “ Innovate America” – National Innovation Initiative Report, December 2004
  40. 46. <ul><li>REPORT SIGNED BY CEOS OF 11 MAJOR US COMPANIES AND PRESIDENTS OF 8 UNIVERSITIES! </li></ul><ul><li>BellSouth, IBM, American Airlines, Advanced Micro Devices, Ab Initio, Verizon, Amgen, Dana, Morgan Stanley, GM, PepsiCo </li></ul><ul><li>Georgia Institute of Technology, Texas A&M, Columbia University, University of North Carolina, Stanford, Rensselaer, MIT, University of Michigan </li></ul>
  41. 47. PAGE 1: “ RESOLVED -- Innovation will be the single most important factor in determining America’s success through the 21 st century.”
  42. 50. Prosperity = Literacy + Open Minded Creativity + Innovation Tom’s Unified Field Theory of Creativity
  43. 51. BUT…
  44. 54. Creativity Champion!
  45. 55. Take the Pledge Creativity Champion! “ I hereby declare that I (say your name) as of Saturday, March 26, 2011, am a Creativity Champion and that I will stand up for creativity, innovation, new ideas and an open mind at home, at work and in my community.”
  46. 56. Tom Tresser [email_address]