SXSW Interactive 2014 Proposal

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SXSW Interactive 2014 Proposal

  1. 1. Glenn Griffin Associate Professor of Advertising The University of Alabama Deborah Morrison Chambers Distinguished Professor of Advertising The University of Oregon There’s A Point That Changes Everything H O W T R A N S F O R M AT I O N A L M O M E N T S C H A N G E T H E C R E AT I V E P R O C E S S A N D I D E A M A K I N G A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L C O - A U T H O R S O F T H E C R E AT I V E P R O C E S S I L L U S T R AT E D : H O W A D V E R T I S I N G ’ S B I G I D E A S A R E B O R N
  2. 2. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L OUR IDEA We believe there is a point in the process of developing a transformational idea that is ripe for study. This is the “pivot” moment in creativity. It is at these points that idea makers: • see alternatives and opportunities • take risks • wield courage • evolve tradition • use intuition • use dynamic information • fail • go “all in” • change the story • adapt the process • learn
  3. 3. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L OUR AGENDA is to discover and share insights and usable knowledge about this transformational moment, the “pivot,” by mining the experiences of creative professionals. We’re collecting those stories now.
  4. 4. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L THE “PIVOT,” THAT TRANSFORMATIONAL MOMENT, CAN TAKE DIFFERENT FORMS IN DIFFERENT CONTEXTS: • as a narrative turning point • as a startup concept • as a managerial concept • as a courageous act • as a correction
  5. 5. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L • as a narrative turning point KURT VONNEGUT(1922-2007) and the “Shapes of Stories” The concept of the “pivot” within the creative process is not new. Storytelling uses turning points as essential tools for moving a narrative along. In stories or in the process of idea making, these moments shape direction. Vonnegut’s remarks are adapted here by computer programmer David Yang. SEARCH: “Kurt Vonnegut on the Shapes of Stories” on YouTube
  6. 6. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L • as a startup concept ERIC RIES Entrepreneur/Author/Blogger “…successful startups change directions but stay grounded in what they’ve learned.” The “pivot” provides a means for change within an organization while building on legacy. CHECK OUT: The “Startup Lessons Learned” blog by Eric Ries SEE ALSO: “5 Ways Big Companies Can Pivot Like Lean Startups” by Brian Millar at fastcodesign.com
  7. 7. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L • as a managerial concept ERIK DANE and MICHAEL PRATT in Academy of Management Review (2007) Writing on the topic of intuition, the authors define it as “affectively [emotionally] charged judgements that arise through rapid, nonconscious and holistic associations … delineat[ing] intuition from other decision-making approaches.” The “pivot” moment must be recognized for its potential when it arises and intuition plays a key role. Dane, Erik and Michael G. Pratt (2007), “Exploring Intuition and Its Role in Managerial Decision Making,” Academy of Management Review, 32 (1), 33-54.
  8. 8. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L • as a courageous act ROLLO MAY (1909-1994) Psychologist/Author “Every profession can and does require some creative courage. In our day, technology and engineering, diplomacy, business, and certainly teaching, all of these professions and scores of others are in the midst of radical change and require courageous persons to appreciate and direct this change. The need for creative courage is in direct proportion to the degree of change the profession is undergoing.” The “pivot” requires courage and risk taking. Psychologist May considers these as important components for identifying new directions and leading change. READ: The Courage to Create (1975) by Rollo May
  9. 9. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L • as a correction FASTCOMPANY.com “The Pivot” column Is the “pivot” simply defined as a do-or-die change in direction? Is it just a business survival strategy, or should we consider this as one of many forms it may take? “The speed of today’s well- funded startups is brutal. But it does allow for change in direction. This series explores those destiny- altering decisions made by companies that have gone on to great success.”
  10. 10. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L We see “pivot” moments as a prime opportunity to study and better understand how the creative process works and can be optimized.
  11. 11. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L THE PROJECT We’re building a protocol for collecting insights from creative professionals who’ve envisioned, reimagined, invented and kickstarted projects in advertising, design, digital and brand development environments. These are people who understand the “pivot” and can share their stories. We’ll assess and analyze what we discover and share our first findings with attendees at SXSW Interactive 2014.
  12. 12. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L Creatives who “pivot” are those who:
  13. 13. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L PROVOKE. INNOVATE. VIOLATE. OVERHAUL. TRANSCEND. What had to change? What was the turning point? What incited the turn? What made you ready? What was the process, timeline, goal? What was tested but failed? What was the “what if” moment? Who had a seat at the table? What direction was killed? Who was threatened? How was it attacked? Why did it survive? What made you believe? How did the idea find legs? What systems changed to do this? How quickly did consensus happen? Who is imitating you? What is the industry response? What can you teach about it? Why you? We’re asking these questions.
  14. 14. There’s A Point That Changes Everything H O W T R A N S F O R M AT I O N A L M O M E N T S C H A N G E T H E C R E AT I V E P R O C E S S A N D I D E A M A K I N G A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L The work continues.

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