The Cannes Lions International Festival of Creativity is the biggest global award show in brand communications and an annual gathering of creative industry professionals. Landor is excited to have had the opportunity to share its insights at Cannes with some of the world’s top creative minds.
Creativity & imagination This is at the heart of our work Our work is the output of our imaginations Our success and the success we drive for our clients is directly linked to our ability to be creative
Creativity & imagination No one would argue with this This is not controversial We get hired for our ability to be creative, to think generatively Our ability to apply creativity to solve problems and create business opportunities
Creativity & imagination But if you believe in the power of creativity and imagination, and if you want to constantly challenge yourself and your organization to be ever more creative and innovative, then you must think about and challenge your perceptual capabilities
Make no mistake All creativity and imagination begins with perception
Perception lies at the root of all creativity, learning how to see is the start of creative thinking. Source: Edward Prince Furniture Design: How to Be More Creative - Perception
But how you perceive something isnt simply a product of what your eyes and ears carry to your brain, its a product of your brain itself
Perception imagination are linked because the brain uses the same neural circuits for both functions. Source: Fast Company: Neuroscience Sheds New Light on Creativity.
What is perception? The conscious mental registration of a sensory stimulus
What is perception? Recognition & interpretation of sensory stimuli based chiey on memory
Perception Experience modifies perception because it modifies neural connections The more experience we have with something, the more efficient our brains become at processing information
Perception Neuroscientists have observed that while an entire network of neurons might process a stimulus initially, by about the sixth presentation, the heavy li ing is performed by only a subset of neurons. Because fewer neurons are being used, the network becomes more ecient at carrying out its function. Source: Fast Company: Neuroscience Sheds New Light on Creativity.
Humans tend to form whole perceptions from partial images
This is part of our natural ability to quickly interpret limited information, an ability essential to making the snap judgments needed to get through life
This mental extrapolation is a great intellectual skill At times, however, the lled in information is illusory, a product of the mind not reality.
Vision is not the same as perception Vision is concrete Observational versus judgmental Perception is how we ascribe meaning to what we see
Vision is not the same as perception We have to interpret whats around us & o en our unique interpretation can lead to distinctive ideas Our unique perceptions of the world are in large part what dierentiates us from each other Eliminate all perceptive dierences & the individual is more or less obsolete
Vision is not the same as perception But at times, our brains move to judgement so quickly, we can miss seeing what is truly there
The real voyage of discovery consists not in seeking new landscapes, but in having new eyes. Marcel Proust
Disruptive perception The ideal of seeing with new eyes is merely a mental pause button...
Disruptive perception conscious ineciency, or said another way...
Perception A very basic rule of perception says that you will perceive something in a way that is consistent with your prior experience Once a perspective has been adopted, it is rare that new lines of thought are opened.
The eye sees only what the mind is prepared to comprehend. Henri Bergson
This doesnt bode well for creativity and creative solutions
In our business, we have to be able to see new things, new opportunities in existing landscapes Most problems are not new The challenge is to look at old problems in new ways
Albert Einstein said Creativity is seeing what everyone else has seen, and thinking what no one else has thought.
Iconoclastic perception Iconoclasts see things dierently than other people. Literally. They see things dierently because their brains do not fall into the eciency traps as much as the average person's brain. Iconoclasts, either because they were born that way or because they learned how to do it, have found ways to work around the perceptual shortcuts that plague other people. Gregory Berns, "Iconoclast: A Neuroscientist Reveals How to Think Dierently"
Genius o en comes from nding a new perspective that no one else has taken. Michael Michalko: A Theory About Genius
Habitual thinking is a drag on creativity
Disruptive perception How do you disrupt your perception, shake up your attentional systems, ght habit and enhance your creative abilities?
You must break free of what you think you know to be true
We have set ways of viewing the world and we are experts at si ing out information to the contrary
Immersion The cure for this automated thinking is doing Experiencing things, seeing things rst hand
Immersion What activities or information might directly confront your implicit or explicit assumptions?
Go outside Probably something outside the oce eld trips, store checks...
Immersion Empathy is good. Imagine or experience things not as yourself but as someone else. Talk to consumers not just behind the glass of a two-way mirror, but experience their habits and rituals with them. Experience the products and services of competitive and non-competitive companies. What can you learn?
Environmental immersion Renowned architect Frank Gehry wants his buildings to be experienced, not just admired. He deliberately breaks architectural conventions to create work that elicits an emotional reaction.
Immersion Vontz Center for Molecular Studies Cancer will be cured here because the building will make people think dierently. Frank Gehry, Architect