Creative Superhero

Marketing Tecnología Educación

Core slides from my Creative Superhero keynote delivered to SMPS Southern Regional Conference

CREATIVITY WINS NEW BUSINESS

@ davidlecours | #SRCTulsa

Why?

CREATIVITY
is why you got
into Marketing

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

What

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

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 Mexico
Neuroscientist Rex Jung

Success =
Generate, &
Approval of,
Great Ideas

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

“Understand the
problem and the
solution will
present itself.”
–Albert Einstein

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

Creativity =
Original + Useful

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

Listen

Creative Brief
What: Invitation
Why Now: New
Who For: Clients
Success is: 300
Boundaries: Mail

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

Creative Brief
What: Invitation
Why Now: New
Who For: Clients
Success is: 300
Boundaries: Mail

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

Group
Rules of
Flight

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

Individual,
then Group

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

Evaluate
& Refine

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

Work in
Small
Groups

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

Speedstorm

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

Individual
Rules of
Flight

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

Brain
Purge

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

Quantity
yields
Quality

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

Edit

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

Record

Everything

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

Make it
Personal

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

“When we can celebrate,
and truly own what makes
us different, then we find
the source of our greatest
creative power.”
-Amy Mullins

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

Build Failure
Into the
Process

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

Creative
Blocks

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

Physical

“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

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

Subconscious

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

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

Better
with Age

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

Creative Brief
What
Why Now
Who For
Success is
Boundaries

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

Many to Few

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

Happy
Accidents

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

Prototype

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

Brimming
with Ideas

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

Present
In Person

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

Present
to Decision
Makers

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

People
Respond
In Kind.

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

Share X-ray
Vision

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

Jaws on a
Spaceship

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

Show 2
Recommend 1

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

Hollywood

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

g Creativity
Assessin
llywood Pitch
in Ho
Meetings
imberly Elsbach (UC Davis)
K
ick Kramer (Stanford)
Roder
y of Management Journal
Academ

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

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

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

What Worked
For You?

What is Creativity?

CREATIVITY
IS A LEARNED
HABIT

Text

CREATIVITY WINS NEW BUSINESS

@ davidlecours | #SRCTulsa

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