The Golden Crossroads

Marco Bevolo

“The Golden Crossroads”

Multidisciplinary Findings for Business Successfrom the Worlds of Fine Arts, Design and Culture

Published by Palgrave MacMillan, UK, End 2009

Creativity

How it works for work

Design

Creativity in Design: IDEO




Advertising

Creativity in Advertising: Rosser Reeves

Creativity in Advertising: David Ogilvy

Creativity in Advertising: Bill Bernbach

Creativity in AdvertisingCreativity in Advertising: Jacques Seguela’

Creativity in Advertising: James Webb Young

Fine Arts

Understanding Creativity: F. X. Messerschmidt





Dynamic Psychology

Understanding Creativity: Ernst Kris

Understanding Creativity: Siegmund Freud

Understanding Creativity: C.G. Jung

Understanding Creativity: J. Chasseguet Smirgel

“Work”

Understanding Creativity: What is it?

Is it conscious or unconscious?Is it a talent or a skill?

Is it ordinary or extraordinary?

Understanding Creativity: Metaphors

creation from nothingmaternityseedingmosaic

lightpeaks within continuity

erotic pleasuredance

mystical experienceNewton’s apple

Understanding Creativity: What is it about?

It is a highly inclusive conceptual “container”It is about the human ability to innovate

It is about: creative agentsIt is about: the context where creative agents operate

It is about: processesIt is about: final deliverables

Understanding Creativity: What is it about?

It is about new combinations of existing elementsIt is about the mutations of existing structuresIt is about transformation of current paradigms

Understanding Creativity: How to measure it?

It can be measured by the number of deliverablesIt can be measured by the degree of differentiationIt can be measured by the degree of contextual fit

Understanding Creativity: What is its source?

It can be the outcome of an unhealthy individualIt can be the outcome of a healthy individual

It can be the outcome of a teamIt can be the outcome of a dysfunctional groupIt can be the outcome of an unorganized mass

Understanding Creativity: A synthesis

Creativity is the innovative performance by an individual or by a group

1) a mix of imagination and realism

2) a mix of pre-conscious divergence and convergence

3) different levels of ability

4) relatively independent from the native talent

5) influenced by context, culture and training

6) personality traits enabling a constant re-organization of individual life

7) supported by group environments, challenged by poor communication

Understanding Creativity at Work: Elliot Jacques

Understanding Creativity at Work: Frameworks

Employee work: external framework of referenceCreative work: totally symbolic without reference

Managerial work: intermediate

Understanding Creativity at Work

Internal Reparation (Restoration) of Primary Object

plus

Symbolic Creation in the External World


If “things” do not work:

Depressive Anxiety


Maniac Defense(magic omnipotence, grand plans, lack of accuracy in the details, early delivery of

incomplete work)

or

Obsessive Defense(excess of details, lack of imagination, lack of decision, delayed delivery)

or

Schizo-paranoid Regression(inhibition of the thinking process, destruction of symbols, confused organization of

internal work, external impression of stupidity)

Understanding Creativity: The Midlife Crisis

The impact of mid-life crisis

Accepting the existence of destructive drivesAccepting the inevitability of one’s own death

“Love” prevails

or

Hate and Envy prevailReparation and Sublimation stop working

Creative development stops

Understanding Creativity: The Midlife Crisis

The impact of mid-life crisis

From Mozart to Sculpture

Marco Bevolo

“The Golden Crossroads”

Multidisciplinary Findings for Business Successfrom the Worlds of Fine Arts, Design and Culture

Published by Palgrave MacMillan, UK, End 2009