SXSW Interactive 2014 Proposal

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Glenn Griffin Associate Professor of Advertising The University of Alabama Deborah Morrison Chambers Distinguished Professor of Advertising The University of Oreon There’s A Point That Chanes Everythin HOW TRANSFORMATIONAL MOMENTS CHANGE THE CREATIVE PROCESS AND IDEA MAKING A 2014 SXSW INTERACTIVE PANELPICKER PROPOSAL CO-AUTHORS OF THE CREATIVE PROCESS ILLUSTRATED: HOW ADVERTISING’S BIG IDEAS ARE BORN
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Transcript of SXSW Interactive 2014 Proposal

Page 1: SXSW Interactive 2014 Proposal

Glenn GriffinAssociate Professor of Advertising

The University of Alabama

Deborah MorrisonChambers Distinguished Professor of Advertising

The University of Oregon

There’s A Point That Changes EverythingH 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 P A 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

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OUR IDEAWe 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

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OUR AGENDAis 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.

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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

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• 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, thesemoments shape direction.

Vonnegut’s remarks are

adapted here by computer programmer David Yang.

SEARCH:“Kurt Vonnegut on the Shapes of Stories” on

YouTube

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• 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 organizationwhile building on legacy.

CHECK OUT:The “Startup

Lessons Learned” blog

by Eric Ries

SEE ALSO:“5 Ways BigCompanies

Can Pivot LikeLean Startups”

by Brian Millarat fastcodesign.com

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• as a managerial concept

ERIK DANE and MICHAEL PRATT in Academyof 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] intuitionfrom other decision-making approaches.”

The “pivot” moment must be recognized for its potentialwhen it arises and intuition plays a key role.

Dane, Erik and Michael G. Pratt (2007), “Exploring Intuition and Its Rolein Managerial Decision Making,” Academy of Management Review, 32 (1), 33-54.

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• as a courageous act

ROLLO MAY (1909-1994) Psychologist/Author “Every profession can and does require some creative courage. Inour day, technology and engineering, diplomacy, business, andcertainly teaching, all of these professions and scores of others arein the midst of radical change and require courageous persons toappreciate and direct this change. The need for creative courage is indirect proportion to the degree of change the profession is undergoing.”

The “pivot” requires courage and risk taking. Psychologist Mayconsiders these as important components for identifying new directionsand leading change.

READ:The Courage

to Create(1975)

by Rollo May

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• as a correction

FASTCOMPANY.com “The Pivot” column

Is the “pivot” simply defined as a do-or-die changein direction? Is it just a

business survival strategy, or should we consider this

as one of many formsit may take?

“The speed of today’s well-funded startups is brutal.

But it does allow for changein direction. This seriesexplores those destiny-altering decisions made by companies that have

gone on to great success.”

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We see “pivot” moments asa prime opportunity to study and

better understand how thecreative process works and

can be optimized.

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THE PROJECTWe’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.

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Creatives who “pivot” are those who:

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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.

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There’s A Point That Changes EverythingH 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

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The work continues.