1. Innovation & Design in the Cultural Industries
Lecture 4
Applying the Creative Process: generating and evaluating ideas
Jenny Flinn

2. Overview
Generation ideas
Creative ideas
The 5 W’s
Concept screening

3. Generation of Ideas Idea General nature of the event
Purpose of the event
How it should operate
Benefits to participants
Concepts

4. Creative Ideas
There are many methods that we can use to kickstart the creative process:
Brainstorming
Lateral thinking
Conceptual combinations
Analogies
Reversals

5. The Five W’s
Goldblatt (2005) suggests that we should consider the following when developing our event concepts:
Why is the event being held?
Who will be the stakeholders?
When will the event be held?
Where will it be staged?
What is the event concept or product?

6. Concept Screening Many ideas or concepts First screen: marketing
Second screen: operations
Third screen: financial
Risk and regulations
Fourth screen:

7. Evaluating Concepts: marketing
Environmental scanning
Research the target market
How can they be reached?
Current trends and fashions
Who and what is the competition?

8. Evaluating Concepts: operations
Skills and resources required
Technical expertise
What is available within the team?
What will have to be resourced externally and where from?

9. Evaluating Concepts: finance
Does the product/service need to make a profit?
Is sponsorship an option?
What are the main costs?
What are the key sources of income?
Ballpark budget

10. Evaluating Concepts: risk and regulations
What are the main risks associated with the product/service?
What regulations and legislation impact upon how these risks can be dealt with/overcome?

11. Remember, a good concept can still be poorly implemented and fail but a bad concept cannot be manipulated to achieve success