how to sell your creative talents
TRANSCRIPT
© Capita Business Services Limited 2012
25 July 2013
Creativity and Innovation for TMP
Linda Harris
Exceptional people delivering exceptional results
Selling your creative talents
Ian Richards
Innovation consists of transforming these ideas into action through a selection and an implementation
“Creativity is seeing what everyone else has seen, and thinking what no one else has thought.” - Einstein
Creativity is the generation of ideas while….
So what is Creativity and Innovation
2“
So why is Creativity
and Innovation Important?
Why
3
Our brains are built for creative problem solving, and it is easy to both uncover and enhance our natural inventiveness
Our brains
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Definitions
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Harry M. Warner, Warner Bros Pictures, 1927
"Who the hell wants to hear actors talk?"
Charles H. Duell, Director of US Patent Office 1899
"Everything that can be invented has been invented."
Definitions
6
“you can’t win anything with kids” MOTD 1995
Definitions
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We need to use lateral thinking techniques to break out of this patterned way of thinking
Pattern Recognition Logic
Definitions
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► They have the ability to go wrong
► They are inquisitive
► They think innovatively
► They are praised for being creative
► Have they had less time to learn patterns?
“Every Child is an artist. The problem is staying an artist when you grow up - Pablo Picasso
Who are the most creative people?
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► Talent
► Training, tools and techniques
Is creativity is a mysterious trait like
charisma?
You either have it or you don't!
Can creativity be learned?
10
Intelligence?
► Do we tend to go with the tried, tested and trusted?
► Is it too risky to look for creative alternatives in case they fail? Are we too afraid of failure?
► Do we think that we don’t have time to be creative?
► Do we think that quirky people are the only ones allowed to be creative?
So what is stifling our creativity?
11
Tools Templates
Methodologies Governance
In an effort to standardise our work, have we lost focus of the importance of Creativity and Innovation?
The trend towards standardisation…….
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?
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► Unsure of your creative talent?► Haven't been given opportunities to be creative?► Convinced that you're simply not a creative person?
► Your creativity is a "work in progress?► You've had some success► Interested in how to become more creative?
► Creativity is one of your strengths
Lets take a little look at ourselves…..
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Lets take a little look at ourselves…..
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Often the only difference between creative and uncreative people is self-perception
What makes the perfect creative environment?
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Environment: Google
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Freedom to Make Mistakes Clear Goals Stress
Environment: Google
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So how do I go about starting a creativity session?
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Keep the warm-up unrelated to the main topic
Ice breakers
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You shouldn't sell this fossil very cheaply because it is a
rare specimen
Ice breakers
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You shouldn't sell this fossil very cheaply because it is a
rare specimen
Ice breakers
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The new law hit everybody's pocketbook pretty hard
Ice breakers
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The new law hit everybody's pocketbook pretty hard
Ice breakers
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They were two of a set of triplets (or quadruplets etc.)
A woman had two sons who were born on the same hour of the same day of the same year.
But they were not twins, and they were not adopted.
How could this be so?
Ice breakers
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► State and scope the opportunity or problem that needs solving
► Get the right people together
► Appoint a skilled facilitator
x2
x1.5
x1
Acceptance Criteria 1
Acceptance Criteria 2
Acceptance Criteria 3
Understand the Subject Matter
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Boardstorming
SCAMPER
Reversal
When you're being creative, nothing is wrong - John Cleese
Creative Pause
Traditional Creativity Techniques
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Being creative may just be a matter of setting aside the time needed to take a step back and allow yourself to ask yourself if there is a better way of doing something
Technique 1: Creative Pause
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There should be no right or wrong Ideas at this stage
Quantity, not Quality
Everyone has equal opportunity
“Great ideas often receive violent opposition from mediocre minds.” - Albert Einstein
Technique: Boardstorming
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To channel your thinking by initially reversing your
question
lets not make
it very clear to
the customer how
to communicate
with us
lets not make it
clear what our
services deliver
lets not make it
clear what we
need from the
customer to
perform it
efficiently
Formulate the “reversed” questione.g.: “How can I provide a bad service to my customers?”
Technique: Reversal
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Substitute
Combine
Adapt
Magnify
Put to other use
Eliminate
Rearrange/Reverse
Creativity Technique: Scamper
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What can I substitute to make an improvement to a product or service?
Examples
If I swap this, would it appeal to more people?
Substitute
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What materials, features, processes, people can I combine?
Examples
What can I put together to come up with something more efficient or more appealing?
Combine
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What other products or ideas could I use for inspiration to adapt to a different circumstance or environment?
Examples
How could I adapt this product to serve another purpose or use?
Adapt
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What happens if I make it higher, wider or apply it with greater frequency?
Examples
What happens if I make it smaller, slower, lighter or apply it with less frequency?
Magnify/Minify
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How would this product behave differently in another setting or location?
Examples
Who else could use this product?
Put to another use
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What’s non-essential or unnecessary?
Examples
How could I streamline or simplify this product?
Eliminate
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What would happen if I sequenced things differently?
Examples
What roles could I reverse or swap?
Reverse
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All ideas should be clear and understood by all participants
Any idea can be improved; any idea is open to interpretation
Be open to different perspectives whilst evaluating the ideas
So now that we have plenty of ideas to analyse….
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Creativity is sterile if action does not follow from it
Innovation – Making ideas a reality
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How do we martial our thoughts and ideas?
What ideas make the most sense?
How do we make ideas a practical and commercial reality?
De Bono’s Thinking Hats
Evaluation Matrix
Dotoscopy
Traditional Innovation Techniques
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Evaluation Matrix
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Criteria Idea 1 Idea 2 Idea 3 Idea 4
Criteria 1 8 6 2 10
Criteria 2 3 3 4.6 4.5
Criteria 3 5 2 4 5
Total 16 11 10.5 19.5
Process – thinking about thinking. What thinking is needed. Organising the thinking, planning for action
– What do I know? What do I need to find out? How will I get the answers I need?
Feelings – Intuition, hunches, gut instinct.
Creativity – Ideas, alternatives, possibilities.
Cautious – Difficulties, weaknesses, dangers.
Benefits – Positives. Why an idea is useful and why do we need it?
6 Thinking Hats
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Idea 1 Idea 2 Idea 3 Idea 4
Selecting the best idea
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“Great ideas pop out of brilliant minds, in feats of imagination well beyond the abilities of mere mortals?”
It is often not a lightening strike of genius, but the result of hard work augmented by a creative human centred discovery process and followed by iterative cycles of prototyping, testing and refinement
Is this what we believe?
Design Thinking – How it Happens!
47
Healthier food for childrenFood order in a school canteen
Industrial PollutionReducing pollution for large companies
Generate more organ donorsOrgan donor opt out
Energy Saving in HotelsCard in the slot in hotel room to save energy.
Stop SmokingStop smoking accounts, put cigarette money in a bank, nicotine test and money back otherwise money goes to opposition team
Nudge
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Human Centred Thinking
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Coasting Keep the change
Creativity is best when participants are focussed, being physical and having fun
Research and immerse themselves in every possible aspect of a new product or service
Examine each product or service from the perspective of clients, consumers and other critical audiences
Design Thinking - IDEO
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Co-Design
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Thoughts
Activities
Attitudes
Motivations
Dreams
Fears
Frustrations
Relationships
Priorities
Stakeholder Representation
Perspectives
Personas
User Journeys
Users become Partners
Visual, creative, expressive
Based on story telling
Playful, embrace ambiguity
Key relationship building activities
Fun and ProductiveCreate a shared
understanding using a shared language
Co-Design
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Lunch and learn Session 1
Take some of my slides and deliver over a lunch and learn session
Lunch and learn Session 2
Take a fun topic and create some fun sessions using the techniques
1. The Wheel has become illegal, what do we do next?
2. Money no longer exists, what do we do next?
Lunch and learn Session 3
Ask the senior leadership team for a business problem that they have that could do
with an injection of creativity and innovation
1. Run through the techniques to solve the business problem
2. Present back to the senior leadership team and ask for feedback
Lunch & Learn Sessions
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Reminder: This is how the funnel should look
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How the funnel looks all too often
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“That is what you asked for, so that is what you've got?” Where is the added value in that?
Isn’t the bad perception of Business Analysis as a result of an army of diligent and dedicated BAs doing precisely what they were asked to do?
So what is the fallback?
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Faster Horses?
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“Your idea of doing it like that was genius!!”
One thing is for sure, without the drive to come up with breakthrough ideas and the confidence that a creative and innovative solution exists, it is
unlikely that one will be found
Added Value
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► Look for opportunities► You'll be surprised by how creative you can be if you give yourself a
chance
► Share your ideas and perspectives with others, and ask them how they view problems.
► Adopt a collaborative approach to problem finding, and work actively with others to create and innovate.
► Don't hide your ability! ► Share your creativity process with others and promote creativity in your
team and organisation. ► You can always be more creative
Corrective Action
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Some of you will identify a need for a slight amendment in
attitude, approach
Take a moment to reflect on the legacy of creativity and innovation that you have left in your wake personally
……..not only with the products and processes that you have contributed to but with the culture you have developed within your teams
So what happens now?
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+Some of you already have the right attitude and just haven’t
known how to apply it
25 July 2013
Creativity and Innovation for TMP
Linda Harris
Exceptional people delivering exceptional results
Selling your creative talents
Ian Richards