Physician Heal Thyself - How can Commercial Creativity Command and Deliver More Value? Presentation to Marketing Society. March 6, 2014

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Information about Physician Heal Thyself - How can Commercial Creativity Command and...
Marketing

Published on March 6, 2014

Author: karenmiriamhand

Source: slideshare.net

Description

People keep telling us that Creativity is increasing in value in the 21st century but for marketing and advertising professionals, there can be a sense that 'anyone can be creative' so why pay a premium? Some ideas.

Creativity sells out? Creative sells out? Creative sell outs?

“I will solve your problem and you will pay me” Paul Rand to Steve Jobs

Physician Heal Thyself

Creativity Rising in Global Demand

Creativity and Commerce are lovers The Money Men aka Les Binet & Peter Field

Creatively Awarded campaigns are 11 more times efficient than non Creative Campaigns Source: Binet & Field (IPA). The Long and the Short of it. 2013

A cynic is a man who knows the price of everything and the value of nothing Oscar Wilde

Not everything that can be counted counts. Not everything that counts can be counted. Albert Einstein (attributed)

Commercial Creativity - A Whole New Value Creative Competitive Advantage Practice Learning Contract Measurement A Continual Journey of Negotiation

Physician Heal Thyself Creativity now comes from many sources and from many markets.

We’re all Individuals. We’re all Creative. So where is our Competitive Advantage?

Genius Busker Joshua Bell in the subway where no-one knew him versus Joshua Bell in the Met. Source: Pearls before Breakfast - Joshua Bell subway experiment. Washington Post. 2009 

Value is a mutual negotiation

I have two goals as a designer. The first is that everything I do has to have an idea: it cannot just look nice. The second is, it has to look nice. Paul Rand Value is a mutual necessity with both parties needing to achieve something worthwhile

10,000 hour rule Does 10,000 hours sitting in meetings count? Source: Ericsson, 1996.

The best in the world practice Twice as much as the second best

I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times. Bruce Lee

We enter this business because we have taste but having taste doesn’t mean your work is world-class... IRA Glass Source: Ira Glass. On the Creative Process. 2011

The Great Gatsby by Hunter S. Thompson Hunter S. Thompson typing out The Great Gatsby on his typewriter to FEEL what it would be like to write like F. Scott Fitzgerald.

We ARE what we increasingly DO Aristotle

Great work has Great Workers Working

Value is a journey, constantly changing trial and error - start with a problem.

The Power of Time Off Stefan Sagmeister Every 7 years, he takes a one-year sabbatical. Source : Stefan Sagmeister. The Power of Time Off. TED. 2009

Battery Chickens don’t lay Golden Eggs

“Every job I get seems to have been kicked by everyone in the agency” Dublin based photo retoucher. February, 2014.

Commercial Creativity - A Whole New Value Contract Learning Creative Competitive Advantage Practice Measurement A Continual Journey of Negotiation

1. What is my Creative Competitive Advantage?

2. How do I negotiate Contracts that command and deliver Value?

3. What do I need to increasingly do to cultivate and sustain my Commercial Creative Value?

Clients get the Agencies they Deserve Agencies get the Clients they Deserve

Psychology of Negotiation creative negotiators find ways to make the pie bigger Also Source: Bazerman. 1983

“Everyone is selling something, mostly to themselves.” David O Russell

Physician Heal Thyself

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