Aquent/AMA Webcast: Driving Change with Creativity

Driving Change with Creativity

Think design is just about creating products or logos? Think

again. In fact, designers can help businesses to innovate, solve

problems, and grow in new ways. In this webcast, Tommy Lynn,

Global Creative Director at Dell speak on how to use creative

thinking to discover what can be done by harnessing divergent

and convergent thinking, and to understand where creativity can

fit into a company’s overall strategic plan. Some of the

highlights are:

How you can use objectives as boundaries while driving innovation

breakthrough

Learning when and where to think possibilities vs. deliverables

How to guide creative thinking

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Driving Change with Creativity

Tommy Lynn, Global Brand Creative

Global Marketing 2 Driving Change with Creativity

Source: Derek Sivers, Leadership Lessons from a Dancing Guy, Feb 02, 2011

http://sivers.org/ff

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Quick background on

3 Driving Change with Creativity

me

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About me


Sociology/Psychology +

Design +

Business

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About me


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About me


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About me


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“There is no doubt that creativity is the

most important human resource of all.

Without creativity, there would be no

progress, and we would be forever

repeating the same patterns.”

—Edward de Bono



change

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Don’t just embrace change.

Change Vision

Inspire & Activate


Drive it.


According to the IBM 2010 Global CEO Study, which surveyed 1,500 CEOs from 60 countries and 33 industries worldwide, CEOs believe:

“More than rigor, management discipline, integrity or even vision—successfully navigating an increasingly complex world will require creativity."

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creativity is

thinking, not doing.


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we are all

creative 13 Driving Change with Creativity


“All children are artists. The problem is how to remain an artist once he grows up.”

-Pablo Picasso


Healthy business

Brand

Loyalty

Innovation

Creativity


Harnessing creativity


In order for creativity to drive change (i.e. brand perception, innovation, revenue)...

1. (Really) Understand the problem

2. Use objectives as boundaries

3. Collaborate

4. Think big, broad

5. Drive forward

6. Take action

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Take time to

Spending time with your

problem early on will lead

to greater creativity in your

final product.

think


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non-linear Creativity is not an A-Z, 9-5, black-and-white process.



“None of us is as smart as all of us.”

Chinese Proverb


How can we structure our thinking to harness creativity and drive meaningful change?

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Convergent thinking


“what is.”


(Pure) Convergent thinking

Focus on a single answer to a single problem with a strong emphasis on speed, accuracy and logic.

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Divergent thinking


“what if ?”

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Divergent thinking


Envisioning multiple ways to solve a problem by considering new approaches and perspectives.

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perspective Its about


Global Marketing Confidential 27 2/16/2012

Zoom out.



Reframing convergent thinking

A means to assess and refine ideas - ensuring we drive value and meet objectives

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Creative thinking


Converge

Diverge

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Within the design process


Define

Deliver

Discover Explore

Design


The most brilliant idea in the world won’t do you any good if you can’t deliver on it.


In order for creativity to drive change (i.e. brand perception, innovation, revenue)...

1. (Really) Understand the problem Research and empathize

2. Use objectives as boundaries Provide the right restraints to get what you need

3. Collaborate Tap into the intelligence of those around you

4. Think big, broad Zoom out then think ‘what if?’

5. Drive forward Refine and improve

6. Take action

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Back to…


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What change will you

drive with creativity?


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Thank you

@tommylynn / [email protected]