This introduction to creative cultures briefly highlights common characteristics of creative cultures. It is based on my book Inspiration capturing the creative potential of your organisation.

1. Creative Cultures
Dr Cameron Watt

2. • “We are awash in high quality look alike, me too
products and services.” Tom Peters.
• “Now business seeks a new advantage, delicate
and dangerous and absolutely vital, the creativity
advantage.” John Kao. Harvard Business
School.
Why is creativity important?

3. What can you gain?
Generates significant
competitive advantage
Builds and reinforces
positive brand image and
reputation
Clear position by
offering tangible and
original value
Strengthens
organizational
environments

4. The Constructs of Culture
Structure
Systems
Values
Norms
Work Practice
Cultural Practice
Disposition
Behaviour Culture

5. • Using the model reflect on your own organisation’s
culture
• What are the characteristics of your culture and why?
• What might the potential affects be on creative
behaviour?
Exercise 1

6. Creative Cultures
in Action

7. Quiksilver:
free-flowing creativity

8. “The sport is very individualistic, very free-form
and very non-conventional - those things have
to be in this building and in what we do,
otherwise we wouldn’t connect with our
audience.”

9. • Free flow in action
– Recruit for attitude and passion
– Open minded and inquisitive
– Communicate and connect through networks
– High levels of trust are apparent
– Truly understand their brand and customers
– Love what they do

10. Aardman:
creativity everywhere

11. • Creativity everywhere
– Visionary individuals and passionate teams
– Diversity of ideas and people sought
– High levels of personal ownership
– Stimulation everywhere and all the time
– Balanced partnerships
– Focus, support and freedom

12. • Creative firms don’t rely on creative genius or
thinking techniques…its about interaction
• Trust is key
• Belief and passion (if you are lucky!)
• Networks structures and flexible boundaries
• Balance diversity
• A brand that provides clarity and vision
• Humour, fun and challenges
• Learning and generous knowledge sharing
• People you like and respect
Creative Cultures: The Essentials

13. • Real commitment from management (over time)
• Organisation-wide participation
• Clear link with strategy
• Perseverance
• Communication of benefits
• A way of life not a project
Success factors
“You can only create if you can care” George Orwell
“I can’t think of any areas of creativity where it can work
without a high level of trust”. Operations Director Premier Automotive

14. • Using the previous examples and your work from exercise 1 conduct a
SWOT analysis of your culture in a creative context
– Prioritize key SWOT elements
– Identify potential relational links to the cultural constructs seen in model 2
– Asses how the elements affect creative behaviour
– How might you reinforce the positive and reduce/remove the negative
elements?
Exercise 2

15. Thank you