How to promote creativity
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Transcript of How to promote creativity
CREATIVITY – HOW IS IT
ACHIEVED?
Thomas Bergman
Stockholm, 28th of August, 2012
MY TOPICS TODAY
How to generate creativity
and new ideas.
How to manage projects
in a creative organization.
FIRST RULE OF CREATIVITY:
All new ideas are
combinations of
existing ideas.
?
MISSION: BUILD THE TALLEST BUILDING IN ZIMBABWE –
WITHOUT AIR CONDITIONING
Michael Pearce
The inspiration
The result
ANOTHER EXAMPLE:
The result in one sentence: “Mobile Broadband is not a technology, it’s a whole
new way of doing business”.
Challenge: Create a strategy to help Ericsson strengthen the potential of mobile
broadband, through communication and innovation of new marketing tools.
www.ericsson.com/unplug
An incentive scheme for users based on
parameters that drive business value.
Let users earn points that can be converted
into values that matter to them.
Inspiration:
THE INCENTIVIST LOGIC
THE ONE-TRICK-PONY LOGIC
Inspiration:
Give people the option to choose less.
All of a sudden, you're selling mobile
broadband to people who wouldn’t have
normally considered it.
This is how you
innovate!
Connecting ideasthat are differentfrom each other.
!
SECOND RULE OF CREATIVITY:
More ideas leads
to better ideas.
Richard Branson has started
over 400 companies.
Richard Branson has started
over 400 companies.
Picasso painted over 20 000 paintings
Google has over 600 products today - and have
discontinued 200 already.
A VERY SIMPLE PROJECT MODEL IN TWO PARTS
Many angles The right choices
PrototypingPrototyping is about testing your ideas.
AN EXAMPLE: SJ
OUR CONTRIBUTION: STRATEGY
OUR CONTRIBUTION: EXECUTION
HOW IT STARTED
In the first workshop we cracked the first prototype of the concept.
We were far from done!
THE TEAM IS ESSENTIAL – DIVERSITY RULES
Strategists
Digital
ConceptualistsCopywriters
Designers Technologists
Many angles The right choices
THIRD RULE:
Organizations don't
innovate. People do.
And diversity is the
strongest driver.
THE BIGGEST BARRIER FOR INNOVATION
“Show me the
business proof that
this is going to be a
good idea.”
GREEN LIGHT SYSTEMS
Works well in low risk, certain environments.
TWO SIDES OF THE COIN
“If you don’t have a process for choosing projects, starting
projects, doing projects, and ending projects, you will never get
very good at innovation.”
/David Kelley, founder IDEO
Running the
business as
well as you can
Having the
most creative
culture you can
WATERFALLS ARE POOR - SOMETIMES
They work well when end result is expected
Creative work isn’t like that
CONTROLLED CHAOS IS BETTER - SOMETIMES
Observe
Understand
Synthezise
Ideate
Prototype
Iterate
Works well when end
result is uncertain
That is the way
creative work behave
WORKS ON CORPORATE LEVEL AS WELL
Choices in this case is a portfolio of
different projects and ideas.
RED LIGHT SYSTEMS
No one wants to drive the project
Technical issues
Conflicts in the team
Bad idea
Low stakeholder support
Target group misunderstood
PrototypingBut on a corporate level.
IT’S EASIER TO BE CREATIVE IF THERE IS A CHANCE
YOUR IDEA ACTUALLY HAPPENS
1
25
That you get to
test your idea
”GREEN LIGHT”
1
1
That you get to
test your idea
”RED LIGHT”
LAST RULE:
Plan for, and
embrace, mistakes
and failure.
LEADERSHIP IS CRUCIAL IN STIMULATING
CREATIVITY AND INNOVATION
Give people permission to take risks
Stand up for ideas when they need to
be sold throughout the organization
ONCE AGAIN, THE RULES:
1. All new ideas are combinations of existing ideas.
2. More ideas leads to better ideas.
3. Organizations don't innovate. People do.
And diversity is the strongest driver.
4. Plan for and embrace mistakes and failure.
…AND AWESOME THINGS WILL HAPPEN!
Thank you!
/Thomas
Twitter: @thomasbergman
Mobile: 0739-82 61 87
E-mail: [email protected]