Week 5 Whats The Big Idea - Ulrich Meyer Hollings

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The document discusses creativity and the rise of "New Creatives" who are tackling challenges in new ways. It says the old ways of doing things are outdated and irrelevant for many. The New Creatives rapidly apply creativity to problems and make radical improvements. They are stripping away controlling layers and creating cultures with real meaning for all. The New Creatives are coming to businesses, institutions, and governments. It also discusses an Africa innovation conference that will focus on design thinking and problem solving to synthesize patterns and propose new actions and impacts.

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THE NEW CREATIVES / The world as you once knew it, has ceased to exist.
From industry to industry, market to market, nation to nation, the old ways of doing things are not only
out-of-date but increasingly only relevant for the few. At a time when the many have all the access and
power and information they need to make things happen for themselves.
The threats to those who persist with the old ways are existential and arrive with little warning. But the
opportunities for those who can rapidly pit creativity against the challenges of our times – and make
things radically different and infinitely better – are endless. As others react, retrench, and retreat, they
are the ones pushing forward by tackling the big issues regardless of what they do, where they live or
who they are.
They are the New Creatives. They are wrestling the word back from a half century
of superficial, ghettoised use, and and returning it to its roots: the development
of new realities.
These New Creatives are stripping away all the controlling layers that secure advantage for the few. They
are creating cultures and experience that are anchored in things with real meaning and value for
everyone.
And they are being rewarded with brands that stand out and business models that stand the test of time.
The New Creatives are coming to a business, institution or government near you.

M&G STRATEGY CONFERENCE 2015
Johannesburg, 6th and 7th of
February 2015
DESIGN THINKING + DOING

Concrete
RESEARCH
Ethnographic Fieldwork
THE WORLD
CONCEPT DEVELOPMENT
(Solution Refinement)
YOU
IDEATION
(Problem Solving/
Co-Creation)
ANALYSIS
Pattern recognition
Abstract

To understand how a Tiger hunts,
don’t go to the zoo.
Go to the jungle.

Point of
Departure
Discovery
(Implicit)
Recommendation
(Explicit)
Strategic
Objectives
1. De!ne and frame
the problem
Existing
Assumptions
2. Critically challenge
conventional wisdom
3. Synthesize
patterns
4. Prioritize
impact
New Premises
(New Assumptions)
Change in
Client Practice
5. Propose a course
of action
6. Articulate potential
impact and consequences
Relevance
Depth Value
Land
Sea
Naive
Analytical
Advisory
Realistic
Mindset

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