How to Be a More Effective Creative

How to Be a More Effective Creative

• First-hand experience, academic research and the knowledge of industry colleagues have contributed to the Conditions for Creativity model that will be used as the foundation for these sessions
• At the outset of the course, attendees will be introduced to the models' three key areas and nine components, covering organisational and personal aspects that materially impact effectiveness

Foundation

• What is creativity?
• Exercise: agreeing on a common definition
• Exercise: sharing and discussing favourite work and ideas
• The difference between ideas and execution
• What is effectiveness?

Purpose

• We’ll breeze through this section, focussing mainly on Ambition, Belief, and Focus
• Exercise: reflect and articulate your and your company's ambition.
• Tip: influencing your client’s ambition

People

Imagination

• James Webb Young, The Technique for Producing Ideas
• Clarity, process, and briefs
• Discussion: insight - where it comes from and how you can play a part
• Thinking inside the box

Motivation

• Advertising land vs the real world. What do you really want to do?
• Intrinsic and extrinsic motivation
• Discussion: creative partnerships and diversity
• Diversity and innovation: 6 behaviours that unlock new thinking
• Joan Blades, Living Room Conversations

Expertise

• Miles Davis, Radical Collaboration and Diverse Teams
• Teresa Amabile, Progress in Meaningful Work
• Whole brain thinking - the latest thinking on thinking
• Practical initiatives to fuel effective creativity
• Extended exercise: We’ll work on a mini brief – time and tech dependant

Culture

Behaviours

• Discussion: exploring fear and how to put it into perspective
• Pastor Jeffrey Brown, The Boston Miracle
• Discussion: out of the ordinary
• Breaking the rules

Support

• Your greatest resource: the value of creative time
• Discussion: how is creative time valued in your company?
• Margaret Heffernan, The Principle of Social Capital
• Discussion: how does your company culture foster creativity and how can you influence this?

Environment

• Where do you have ideas?
• Discussion: how is your environment geared towards creativity, and what can you do to influence it?

Action plan: how to be a more effective creative

• Attendees will spend the last section of the day writing a tangible and practical action plan, which they can take back to their workplace to guide their day-to-day thinking and interactions

Please note: you will need to complete the following work to bring to the first session:

• I love this
  • Bring a piece of creative work that you love. It could be yours or someone else’s
• Wow that’s brave
  • Bring a piece of creative work that demonstrates bravery or that might have scared everyone to death
• Out of the ordinary
  • Prior to attending the course do something you’ve never done before
  • Watch a TV series or film that’s the total freaking opposite of your normal choice
  • Visit a venue or event you’d never normally go to
  • Engage an individual or group in conversation that you’d normally never meet

Come prepared to share what you’ve learnt, and obviously do this in a Covid-secure way