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Glenn GriffinAssociate Professor of Advertising
The University of Alabama
Deborah MorrisonChambers Distinguished Professor of Advertising
The University of Oregon
Teaching to that Transformational Momentin Creativity
A 2 0 1 4 S X S W E D U 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
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
OUR IDEASome of the greatest ideas are born from a momentous change in direction. This is the “pivot” moment in creativity and it’s part of a growing conversation. 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
We believe that preparing students to succeed in the creative economy means helping them understand and recognize these opportunities.
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
OUR AGENDAis to discover and share insights and usable knowledge about this transformational moment, the “pivot,” by mining the experiences of creative professionals. We’ll use these case studies as instructional tools and show how they’re relatable to the development of student creativity in the classroom.
We’re collecting those stories now.
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
Creatives who “pivot” are those who:
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
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.
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
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
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
• 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
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
• 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
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
• 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.
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
• 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
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
• 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.”
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
We see “pivot” moments asa prime opportunity to study and
better understand how thecreative process works and
can be optimized.
Students will take it and run with it.
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
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 EDU 2014.