Core slides from my Creative Superhero keynote delivered to SMPS Southern Regional Conference

1. CREATIVITY WINS NEW BUSINESS
@ davidlecours | #SRCTulsa

2. WHY

3. Why Creativity?
WINS AEC
BUSINESS

4. Why?
THE
PROBLEM

5. Why?
Creativity =
Original + Useful

6. Why?
Don’t Try
To Be Different

7. Why?
CREATIVITY
is why you got
into Marketing

8. Why?
Good for You
Good for Firm

9. Why?
The World
Needs Your
Creativity

11. Why?
“We buy and sell in the
business of ideas, so you
have to, no matter how big
you get, have the next best
idea. If you run out of ideas,
you’re out of business.”
–Joe Brown, Chief Innovation Officer, AECOM

12. WHAT

13. What?
CREATIVITY
IS A LEARNED
HABIT

14. What
Guilford 3
Fluency (quantity)
Flexibility (shifts)
Originality (rarity)

15. What
You’re Already
Heroes

16. What
Kids?

17. What
“We don’t grow
into creativity,
we grow out of it.”
–Sir Ken Robinson

18. What
“Those who diligently practice
creative activities learn to recruit
their brains’ creative networks
quicker and better. A lifetime of
consistent habits gradually changes
the neurological pattern.”
–University of New Mexico
Neuroscientist Rex Jung

19. HOW

20. How?

21. Success =
Generate, &
Approval of,
Great Ideas

24. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
“Understand the
problem and the
solution will
present itself.”
–Albert Einstein

25. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creativity =
Original + Useful

26. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Listen

27. Creative Brief

28. Creative Brief
What: Invitation
Why Now: New
Who For: Clients
Success is: 300
Boundaries: Mail

29. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creative Brief
What: Invitation
Why Now: New
Who For: Clients
Success is: 300
Boundaries: Mail

31. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Group
Rules of
Flight

33. +21% +42%
quantity
rarity

34. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Individual,
then Group

35. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Evaluate
& Refine

36. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Work in
Small
Groups

37. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Speedstorm

38. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Individual
Rules of
Flight

40. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Brain
Purge

41. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Quantity
yields
Quality

42. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Edit

43. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Record
Everything

44. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Make it
Personal

45. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
“When we can celebrate,
and truly own what makes
us different, then we find
the source of our greatest
creative power.”
-Amy Mullins

46. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Build Failure
Into the
Process

47. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creative
Blocks

49. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Physical

50. “Almost every dimension of
cognition improves from 30
minutes of aerobic exercise,
and creativity is no
exception. The type of
exercise doesn’t matter, and
the boost lasts for at least
two hours afterward”
–John Medina

51. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Subconscious

52. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure

53. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Better
with Age

55. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creative Brief
What
Why Now
Who For
Success is
Boundaries

56. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Many to Few

57. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Happy
Accidents

58. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Prototype

60. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Brimming
with Ideas

61. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Present
In Person

62. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Present
to Decision
Makers

63. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
People
Respond
In Kind.

64. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Share X-ray
Vision

65. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Jaws on a
Spaceship

67. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Show 2
Recommend 1

73. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Hollywood

74. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
g Creativity
Assessin
llywood Pitch
in Ho
Meetings
imberly Elsbach (UC Davis)
K
ick Kramer (Stanford)
Roder
y of Management Journal
Academ

76. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
“Creativity makes a
leap and then looks
to see where it is!”
–Donatella Versace

77. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
Creative Brief
What
Why Now
Who For
Success is
Boundaries

81. Investigate / Create / Incubate / Evaluate & Refine / Deliver / Measure
What Worked
For You?

82. You Have
Choice

83. Why Creativity?
TO WIN AEC
BUSINESS

84. What is Creativity?
CREATIVITY
IS A LEARNED
HABIT

85. How?

86. Text
CREATIVITY WINS NEW BUSINESS
@ davidlecours | #SRCTulsa