2. A Philosophy for Success in Business We Are All Creative Directors

3. Creativity comes from a world we don’t know we don’t know * * To paraphrase Donald Rumsfield

4. Facts Observed Presence What was said Opinions Assessments Beliefs Reasons What’s Happening Inter- pretation

5. What’s Happening Inter- pretation What’s Not SaidCommitment VisionRisk InventionCreativity ? Possibility

6. Definitions of Creativity “Looking at the same thing as everybody else but seeing it differently” “Bringing something new into the world” “… is when a person has many Big Ideas which are new to the world.” “The ability to discover new relationships and combinations.”

7. What is a Big Idea?

8. Radio X-rays Automobile Aircraft flight Talking movies Personal computers Volkswagen ‘Bug’ Ship propellers Panama Canal Solar system Train travel Air brake Isn’t every Big Idea initially rejected by the establishment?

9. “New to the World”? Is an individual who gets to the patent office 15 minutes before someone else … ? More creative? Faster? Better at parking?

10. Someone who “re-invents” the wheel without ever having seen one is … ? Not very creative? Friends with a brilliant designer?

11. Creativity is generating the maximum number of possibilities to achieve a given objective A Re- Definition of Creativity Can live with … What’s Happening Inter- pretation ? Possibility

12. Two amateur shooters Rifles equal Target distance the same Both can see target clearly

13. 100 shots v. 1 shot Who has the better chance of hitting the bull’s-eye? Can see the target v. Cannot see the target Only job: archer v. Does all jobs

14. Most valuable skill As many solutions as possible “Quality is a function of quantity” Ideas with focus Criteria to select best ideas What’s often missing: the commitment and the skills to unleash creativity Ideas are what we sell

15. A.1 - 5 B.6 – 10 C.11 – 15 D.16 – 20 E.21 – 25 F. < 26 Q From your own experience, when a brainstorm is called to generate ideas, how many are typically generated? Research shows that most ideas are derivative until you begin generating more than 30

16. Why We Rarely Get Past 30 We don’t commit the time to do it right We are too easily satisfied We don’t have the patience No one wants to take the risk

17. Irrefutable Laws of Creativity

18. The 90-10 Rule

19. Criteria are decided first With the clients’ input &

21. Hatching & Grading Two distinct mental processes

22. Strategic Thinking Insight Creative Thinking

23. No Negativity.

24. Other people’s opinion of you are none of your business. - Nana Eklund

25. Ideas are gold.

26. Q ? uestions andy_eklund@au.bm.com andy.eklund@bigpond.com 0407 404 413