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