the three c's - culture, collaboration & creative leadership

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WHO’S IN THE HOUSE?

MASTERS OF DESIGN MASTERS OF CURATING & CULTURAL LEADERSHIP

KIM GAVE US A HEADS UP

• Intersection of leadership & creativity • Collaboration & team work • Disruption • The role of communication • Shared vision & values

TODAY’S PRESENTATION

CULTURE, COLLABORATION & CREATIVE LEADERSHIP

SO, WHAT IS CULTURE?

The ideas, customs, and social behaviour of a particular people or society.

SOURCE: GOOGLE.COM

WHY IS CULTURE IMPORTANT?

Design is a methodical approach to crafting experiences that are driven by human insights.

CULTURE + DESIGN

WHY? motivation

HOW? process

WHAT? product

WHY IS CULTURE IMPORTANT?

YOU ARE NOT A DESIGNER IF YOU DON’T CONSIDER CULTURE

SHOW & TELL TIME

WHAT HAPPENS WHEN DESIGNERS DON’T CONSIDER CULTURE

BIC: UNCULTURED GENDER EQUALITY

AMERICAN APPAREL: UNCULTURED PATRIOTISM

QANTAS: UNCULTURED CUSTOMER SERVICE

DON’T BE A CASE STUDY IN BAD DESIGN

YOU GOTTA CONSIDER THE CULTURE OF YOUR AUDIENCE

READ THIS BOOK: GROUPED

GROUPED: SOCIAL BY DESIGN

Humans are social creatures and the web is playing catch up to offline behaviours that have been around since the beginning of time.

RELEVANCE IS IMPERATIVE

GOOD IDEAS ALWAYS STEM FROM GOOD CULTURAL INSIGHTS

THE HOME OF CULTURAL INSIGHTS

EVERY SUCCESSFUL AGENCY HAS A RESEARCH, PLANNING OR STRATEGY DEPARTMENT

SHOW & TELL TIME: PERFECT POP

WHY I LOVE IT

IT DISRUPTS TRADITIONAL ADVERTISING

I DON’T HAVE AN INSIGHTS DEPARTMENT

• KnowYourMeme.com • SocialMention.com • Hashtagify.me • TweetReach.com • Google.com/Trends • BuzzSumo.com • Topsy.com • SimilarWeb.com

THE POWER OF INFLUENCE

INFLUENCER MARKETING

MARKETERS HAVE BEEN ALIGNING WITH CULTURAL INFLUENCERS FOR YEARS

BEYONCE, BRITTANY & PINK FOR PEPSI

HUMANS ARE EASILY CONVINCED BY HUMANS

20-50% OF ALL PURCHASE DECISIONS IS DUE TO WORD OF MOUTH SOURCE: MCKINSEY.COM

MEET CHARLI & HER SISTER ASHLEE

THEY WERE A PERFECT FIT FOR WHITE WINGS

WE GOT 300K VIEWS ON YOUTUBE

CULTURE IN SUMMARY

Cultural insights and influencers are strong assets for being relevant to society.

Don’t overlook them!

THE NEXT C

Once culture has informed our pathway, how do we execute our ideas?

Collaboration.

ANYONE KNOW WHO THIS IS?

BACK IN THE 1950s

Bill introduced the advertising world to the idea of creative teams, by pairing an art director with a copywriter.

COLLABORATION IS A NO BRAINER

DIVERSITY MAKES US SMARTER

DIVERSITY MAKES US SMARTER

In the US, innovation firms perform financially better with women in top leadership ranks.

SOURCE: UNIVERSITY OF MARYLAND & COLUMBIA UNIVERSITY

DIVERSITY MAKES US SMARTER

A study of 177 US banks showed racial diversity clearly related to enhanced financial performance.

SOURCE: UNIVERSITY OF TEXAS

WE’RE NO LONGER IN THE 1950s

COLLABORATION IN ADVERTISING & MARKETING HAS EVOLVED

LAURA JORDAN BAMBACH

“Advertising must be able to throw themselves at everything from content programmes, PR, service design, customer service platforms and product development – and everything in between.”

SHOW & TELL TIME: MOST POWERFUL ARM

THE TRUTH

COLLABORATE OR DIE COLLABORATE OR DIE

BACK IN THE DAY

1. IDEATE 2. DESIGN

3. BUILD 4. TEST

BRIEF

LAUNCH

WATERFALL CREATES ISSUES DOWNSTREAM

A NEW MODEL IS BORN

AGILE IS THE ULTIMATE COLLABORATION MODEL

WORKING IN CYCLES

1. IDEATE 2. DESIGN 3. BUILD 4. TEST

1. IDEATE 2. DESIGN 3. BUILD 4. TEST

1. IDEATE 2. DESIGN 3. BUILD 4. TEST

BRIEF

LAUNCH

1. IDEATE 2. DESIGN 3. BUILD 4. TEST

WHY AGILE ROCKS

• Change is welcome • Business people, designers and developers

work together • Collective ownership & prioritisation • Less documentation, more prototyping • Constant fine-tuning

AGILE CREATES A HAPPY FAMILY

THE TRUTH ABOUT EVERY BRIEF

You know the most about a problem at the very end of a project, so why try to solve everything up front?

NAUGHTY SHOW & TELL TIME

COLLABORATION PORN SHOT ON LOCATION AT REACTIVE

SCOPING A PROJECT TOGETHER

PLANNING A CYCLE

THE CLIENT IS INCLUDED

DISCOVERIES ARE SHARED

WE WORK IN A MINI LAB

COLLABORATION IN SUMMARY

Processes that foster collaboration and diversity are critical for success.

Agile is one such way.

THE NEXT C

How do leaders ignite collaboration through shared vision and values?

Creative Leadership.

AN EPIPHANY, BACK IN 2011

THE CHALLENGES

NEW IDEAS ARE DOOMED FROM THE MOMENT THEY ARE CONCEIVED

WHY WE NEED LEADERS IN CREATIVITY?

Great creative leaders provide a light for creatives to circumnavigate the evil forces that kill good ideas.

READ THIS BOOK: MAKING IDEAS HAPPEN

WHAT MAKES A GREAT CREATIVE LEADER?

OBSERVATION 1

GREAT LEADERS USE HAPPINESS AS A REWARD

HAPPINESS IS GREATER THAN MONEY

There is a diminishing return to happiness for every extra $1,000 in earnings.

SOURCE: GLASSDOOR.COM

HAPPINESS AS A REWARD

• Recognise deep satisfaction is more sustainable than money.

• Use happiness to emotionally engage.

OBSERVATION 2

GREAT LEADERS USE PLAY AS AN EDUCATIONAL TOOL

ENCOURAGED TO HAVE FUN TOGETHER

PLAY AS AN EDUCATIONAL TOOL

• Make work entertaining. • Recognise learning is easier when

it is fun. • Break routines to keep the mind

fresh and stimulated.

OBSERVATION 3

GREAT LEADERS RECOGNISE THE IMPORTANCE OF TEAM CHEMISTRY

T-SHAPED PEOPLE

BREADTH OF EXPEREINCE

DEPTH OF EXPEREINCE

DIFFERENT SKILLS, SHARED RESPECT

OBSERVATION 4

GREAT LEADERS PROVIDE FLEXIBILITY FOR PRODUCTIVITY

THE BUMS ON SEATS POLICY IS BROKEN

Ctrip’s staff working from home complete 13.5% more calls than office staff. Their attrition rate is also 50% less.

SOURCE: HBR.ORG

FLEXIBILITY FOR PRODUCTIVITY

• Know productivity is outcomes, not clocked hours.

• Idea generation happens on its own terms.

• Respect creative flow.

OBSERVATION 5

GREAT LEADERS VALUE FRICTION AMONGST CREATIVE MINDS

PEACE, LOVE & WAR

VALUE FRICTION

• Use conflict to find ideas hidden in the unknown.

• Attack apathy, not conflict.

OBSERVATION 6

GREAT LEADERS SHARE OWNERSHIP OF IDEAS

INSTILLING DESIRE AND PASSION

“Leadership is the art of getting someone else to do something you want done because he wants to do it.”

DWIGHT D. EISENHOWER

SHARE OWNERSHIP

• Know obsession only comes from ownership.

• Recognise forced ideas lead to forced executions.

• Focus on desired outcomes, not how to get there.

AT THE END OF THE DAY

GREAT LEADERS RECOGNISE THEY AREN’T A SOLO SHOW

CREATIVE LEADERSHIP IN SUMMARY

• Focus on tasks that only they can do. • Share emotional ownership and

responsibility. • Be a leader and a teacher.

The energy of one person is not enough.

THERE YOU HAVE IT

CULTURE, COLLABORATION & CREATIVE LEADERSHIP

@STONEYKUN

THANK YOU

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