week 5 whats the big idea - ulrich meyer hollings
TRANSCRIPT
CREATIVITY
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From industry to industry, market to market, nation to nation, the old ways of doing things are not only out-of-date but increasingly only relevant for the few.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.
AFRICA
M&G STRATEGY CONFERENCE 2015Johannesburg, 6th and 7th of February 2015
DESIGN THINKING + DOING
Concrete
RESEARCHEthnographic Fieldwork
THE WORLD
CONCEPT DEVELOPMENT(Solution Refinement)
YOU
IDEATION(Problem Solving/ Co-Creation)
ANALYSISPattern 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
LandSea
Naive
Analytical
Advisory
Realistic
Mindset
THE DESIGNERS JOURNEY OF AN IDEA
AFRICAN INNOVATION
purposeful
01
PURPOSEFUL
gAMe ChAngers
02
USEFUL
useful gAMe ChAngers
03
EXPERIMENTAL
experiMentAl
04
BOUNDARYLESS
05
VALUE- CREATIVE
thank you