En el marco del evento Emoción Desnuda, Marco Bevolo compartió su experiencia como directivo de Philips Design y su visión sobre cómo alcanzar una nueva aproximación al proceso creativo.

1. Marco Bevolo
“The Golden Crossroads”
Multidisciplinary Findings for Business Success
from the Worlds of Fine Arts, Design and Culture
Published by Palgrave MacMillan, UK, End 2009

2. Creativity
How it works for work

3. Design

4. Creativity in Design: IDEO

5. Creativity in Design: IDEO

6. Creativity in Design: IDEO

7. Creativity in Design: IDEO

8. Advertising

9. Creativity in Advertising: Rosser Reeves

10. Creativity in Advertising: David Ogilvy

11. Creativity in Advertising: Bill Bernbach

12. Creativity in Advertising
Creativity in Advertising: Jacques Seguela’

13. Creativity in Advertising: James Webb Young

14. Fine Arts

15. Understanding Creativity: F. X. Messerschmidt

16. Understanding Creativity: F. X. Messerschmidt

17. Understanding Creativity: F. X. Messerschmidt

18. Understanding Creativity: F. X. Messerschmidt

19. Understanding Creativity: F. X. Messerschmidt

20. Dynamic Psychology

21. Understanding Creativity: Ernst Kris

22. Understanding Creativity: Siegmund Freud

23. Understanding Creativity: C.G. Jung

24. Understanding Creativity: J. Chasseguet Smirgel

25. “Work”

26. Understanding Creativity: What is it?
Is it conscious or unconscious?
Is it a talent or a skill?
Is it ordinary or extraordinary?

27. Understanding Creativity: Metaphors
creation from nothing
maternity
seeding
mosaic
light
peaks within continuity
erotic pleasure
dance
mystical experience
Newton’s apple

28. 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 agents
It is about: the context where creative agents operate
It is about: processes
It is about: final deliverables

29. Understanding Creativity: What is it about?
It is about new combinations of existing elements
It is about the mutations of existing structures
It is about transformation of current paradigms

30. Understanding Creativity: How to measure it?
It can be measured by the number of deliverables
It can be measured by the degree of differentiation
It can be measured by the degree of contextual fit

31. Understanding Creativity: What is its source?
It can be the outcome of an unhealthy individual
It can be the outcome of a healthy individual
It can be the outcome of a team
It can be the outcome of a dysfunctional group
It can be the outcome of an unorganized mass

32. 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

33. Understanding Creativity at Work: Elliot Jacques

34. Understanding Creativity at Work: Frameworks
Employee work: external framework of reference
Creative work: totally symbolic without reference
Managerial work: intermediate

35. Understanding Creativity at Work
Internal Reparation (Restoration) of Primary Object
plus
Symbolic Creation in the External World

36. Understanding Creativity at Work
If “things” do not work:
Depressive Anxiety

37. Understanding Creativity at Work
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)

38. Understanding Creativity: The Midlife Crisis
The impact of mid-life crisis
Accepting the existence of destructive drives
Accepting the inevitability of one’s own death
“Love” prevails
or
Hate and Envy prevail
Reparation and Sublimation stop working
Creative development stops

39. Understanding Creativity: The Midlife Crisis
The impact of mid-life crisis
From Mozart to Sculpture

40. Marco Bevolo
“The Golden Crossroads”
Multidisciplinary Findings for Business Success
from the Worlds of Fine Arts, Design and Culture
Published by Palgrave MacMillan, UK, End 2009