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.

1. Creativity sells out?
Creative sells out?
Creative sell outs?

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

3. Physician
Heal
Thyself

4. Creativity
Rising
in
Global
Demand

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

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

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

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

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

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

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

12. 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

13. Value is
a mutual
negotiation

14. 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

15. 10,000 hour rule
Does 10,000 hours sitting in meetings count?
Source: Ericsson, 1996.

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

17. 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

18. 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

19. 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.

20. We ARE what we
increasingly DO
Aristotle

21. Great work has Great Workers Working

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

23. 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

24. Battery Chickens don’t lay Golden Eggs

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

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

27. 1. What is my Creative
Competitive Advantage?

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

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

30. Clients get the Agencies they Deserve
Agencies get the Clients they Deserve

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

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

33. Physician
Heal
Thyself