Creative Superhero

@davidlecours | #SRCTulsa

CREATIVITY WINS NEW BUSINESS

WINS AECBUSINESS

Why Creativity?

THEPROBLEM

Why?

Why?

Creativity =Original + Useful

Don’t TryTo Be Different

Why?

CREATIVITYis why you got into Marketing

Why?

Good for YouGood for Firm

Why?

The World Needs Your Creativity

Why?

“We buy and sell in the business of ideas, so you

have to, no matter how big you get, have the next best idea. If you run out of ideas,

you’re out of business.”

–Joe Brown, Chief Innovation Officer, AECOM

Why?

CREATIVITYIS A LEARNED

HABIT

What?

Guilford 3Fluency (quantity)Flexibility (shifts)Originality (rarity)

What

You’re AlreadyHeroes

What

Kids?What

“We don’t grow into creativity,

we grow out of it.”

–Sir Ken Robinson

What

“Those who diligently practice creative activities learn to recruit

their brains’ creative networks quicker and better. A lifetime of

consistent habits gradually changes the neurological pattern.”

–University of New MexicoNeuroscientist Rex Jung

What

Success =Generate, & Approval of, Great Ideas

“Understand the problem and the

solution will present itself.”

–Albert Einstein

Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure

Creativity =Original + Useful


Listen


Creative Brief

Creative BriefWhat: Invitation Why Now: NewWho For: Clients Success is: 300Boundaries: Mail

GroupRules ofFlight


+21%quantity

+42%rarity

Individual,then Group


Evaluate& Refine


Work in Small

Groups


Speedstorm



IndividualRules ofFlight

BrainPurge


Quantityyields

Quality


Edit


Record Everything


Make it Personal


“When we can celebrate, and truly own what makes us different, then we find the source of our greatest

creative power.”

-Amy Mullins


Build Failure Into theProcess


CreativeBlocks


Physical


“Almost every dimension of cognition improves from 30 minutes of aerobic exercise, and creativity is no exception. The type of exercise doesn’t matter, and the boost lasts for at least two hours afterward”

–John Medina

Sub-conscious


Better with Age


Creative BriefWhatWhy NowWho ForSuccess isBoundaries


Many to Few


Happy Accidents


Prototype


Brimmingwith Ideas


Present In Person


Present to Decision

Makers


PeopleRespondIn Kind.


Share X-rayVision


Jaws on aSpaceship


Show 2Recommend 1


Hollywood



Assessing Creativity

in Hollywood Pitch

Meetings

Kimberly Elsbach (UC Davis)

Roderick Kramer (Stanford)

Academy of Management Journal

“Creativity makes a leap and then looks to see where it is!”

–Donatella Versace


Creative BriefWhatWhy NowWho ForSuccess isBoundaries


What WorkedFor You?


You Have Choice

TO WIN AECBUSINESS

Why Creativity?

CREATIVITYIS A LEARNED

HABIT

What is Creativity?

@davidlecours | #SRCTulsa

CREATIVITY WINS NEW BUSINESSText

Creative Superhero

Marketing

Transcript of Creative Superhero