creative superhero

@davidlecours | #SRCTulsa

CREATIVITY WINS NEW BUSINESS

WHY

WINS AECBUSINESS

Why Creativity?

THEPROBLEM

Why?

Why?

Creativity =Original + Useful

Don’t TryTo Be Different

Why?

CREATIVITYis why you got into Marketing

Why?

Good for YouGood for Firm

Why?

The World Needs Your Creativity

Why?

“We buy and sell in the business of ideas, so you

have to, no matter how big you get, have the next best idea. If you run out of ideas,

you’re out of business.”

–Joe Brown, Chief Innovation Officer, AECOM

Why?

WHAT

CREATIVITYIS A LEARNED

HABIT

What?

Guilford 3Fluency (quantity)Flexibility (shifts)Originality (rarity)

What

You’re AlreadyHeroes

What

Kids?What

“We don’t grow into creativity,

we grow out of it.”

–Sir Ken Robinson

What

“Those who diligently practice creative activities learn to recruit

their brains’ creative networks quicker and better. A lifetime of

consistent habits gradually changes the neurological pattern.”

–University of New MexicoNeuroscientist Rex Jung

What

HOW

How?

Success =Generate, & Approval of, Great Ideas

“Understand the problem and the

solution will present itself.”

–Albert Einstein

Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure

Creativity =Original + Useful

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Listen

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Creative Brief

Creative BriefWhat: Invitation Why Now: NewWho For: Clients Success is: 300Boundaries: Mail

Creative BriefWhat: Invitation Why Now: NewWho For: Clients Success is: 300Boundaries: Mail

Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure

GroupRules ofFlight

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+21%quantity

+42%rarity

Individual,then Group

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Evaluate& Refine

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Work in Small

Groups

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Speedstorm

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Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure

IndividualRules ofFlight

BrainPurge

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Quantityyields

Quality

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Edit

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Record Everything

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Make it Personal

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“When we can celebrate, and truly own what makes us different, then we find the source of our greatest

creative power.” 

-Amy Mullins

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Build Failure Into theProcess

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CreativeBlocks

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Physical

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“Almost every dimension of cognition improves from 30 minutes of aerobic exercise, and creativity is no exception. The type of exercise doesn’t matter, and the boost lasts for at least two hours afterward”

–John Medina

Sub-conscious

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Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure

Better with Age

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Creative BriefWhatWhy NowWho ForSuccess isBoundaries

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Many to Few

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Happy Accidents

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Prototype

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Brimmingwith Ideas

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Present In Person

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Present to Decision

Makers

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PeopleRespondIn Kind.

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Share X-rayVision

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Jaws on aSpaceship

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Show 2Recommend 1

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Hollywood

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Assessing Creativity

in Hollywood Pitch

Meetings

Kimberly Elsbach (UC Davis)

Roderick Kramer (Stanford)

Academy of Management Journal

“Creativity makes a leap and then looks to see where it is!”

–Donatella Versace

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Creative BriefWhatWhy NowWho ForSuccess isBoundaries

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What WorkedFor You?

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You Have Choice

TO WIN AECBUSINESS

Why Creativity?

CREATIVITYIS A LEARNED

HABIT

What is Creativity?

How?

@davidlecours | #SRCTulsa

CREATIVITY WINS NEW BUSINESSText