Deck from the workshop led by Jim Copacino at the School of Visual Concepts, November 2016

1. MANAGING CREATIVESA D i f f e r e n t P e r s p e c t i v e
J I M C O P A C I N O
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2. HELLO,AND THANK YOU
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3. LET’SGET ACQUAINTED.
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4. S V C S E A T T L E - J I M C O P A C I N O 4

5. S V C S E A T T L E - J I M C O P A C I N O 5

6. Autotelic (noun)
An individual who performs a task
for its own intrinsic reward
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7. Autonomy
Mastery
Purpose
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8. S V C S E A T T L E - J I M C O P A C I N O 8

9. S V C S E A T T L E - J I M C O P A C I N O 9

10. IF/THEN REWARDS
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11. Algorithmic vs. Heuristic
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12. S V C S E A T T L E - J I M C O P A C I N O 1 2

13. S V C S E A T T L E - J I M C O P A C I N O 1 3

14. Managing Self-Managers
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15. Their reward is
the joy of the task.
A.M.P.
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16. Doesthismakeyouirrelevant?
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17. Frees you to do the
heroic work of a manager
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18. S V C S E A T T L E - J I M C O P A C I N O 1 8

19. Maintainauthority
butsurrendercontrol.
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20. Theory X vs. Theory Y
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21. S V C S E A T T L E - J I M C O P A C I N O 2 1

22. S V C S E A T T L E - J I M C O P A C I N O 2 2

23. S V C S E A T T L E - J I M C O P A C I N O 2 3

24. S V C S E A T T L E - J I M C O P A C I N O 2 4

25. Rewards Only
Work Environment
( ROWE )
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26. Disclaimer!
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27. The Creative Brief:
The superpower of
the heroic manager
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28. Why do most briefs fail?
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29. Why do most briefs fail?
• Too long
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30. Why do most briefs fail?
• Too long
• Too BROAD
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31. “An entertaining experience brought to
you by good guys who care about the fans.”
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32. S V C S E A T T L E - J I M C O P A C I N O 3 2

33. Why do most briefs fail?
• Too long
• Too BROAD
• FAIL TO INSPIRE
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34. THE HEART BEHIND THE CREST
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35. S V C S E A T T L E - J I M C O P A C I N O 3 5

36. S V C S E A T T L E - J I M C O P A C I N O 3 6

37. S V C S E A T T L E - J I M C O P A C I N O 3 7S V C S E A T T L E - J I M C O P A C I N O 3 7

38. S V C S E A T T L E - J I M C O P A C I N O 3 8S V C S E A T T L E - J I M C O P A C I N O 3 8

39. S V C S E A T T L E - J I M C O P A C I N O 3 9S V C S E A T T L E - J I M C O P A C I N O 3 9

40. S V C S E A T T L E - J I M C O P A C I N O 4 0S V C S E A T T L E - J I M C O P A C I N O 4 0

41. three qualities of a good brief
• BREVITY
• FOCUS
• INSPIRATION
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42. Stuff I’ve learned the hard way
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43. “Sales vs. Delivery”
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44. S V C S E A T T L E - J I M C O P A C I N O 4 4

45. S V C S E A T T L E - J I M C O P A C I N O 4 5

46. S V C S E A T T L E - J I M C O P A C I N O 4 6

47. “Give me the freedom of
a tightly defined brief.”
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48. “The Firefighter Syndrome”
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49. S V C S E A T T L E - J I M C O P A C I N O 4 9

50. S V C S E A T T L E - J I M C O P A C I N O 5 0

51. Interruptions in the workplace
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52. S V C S E A T T L E - J I M C O P A C I N O 5 2

53. Research shows it takes
25 MINUTES to return from
interruption to immersion
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54. “Is the question really
necessary there and then?”
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55. On Hiring
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56. Resumes and references
only get you so far
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57. Questions for the
would-be Autotelic
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58. “What inspires you
about work?”
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59. “Who are your heroes
and why?”
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60. “What 3 adjectives would
people use to describe you?”
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61. “What’s the happiest day
you’ve ever had at work.”
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62. “What’s the creative solution
you’re most proud of?”
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63. “I want you to take 5 minutes
and interview me.”
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64. Tease out most important traits
• Self-direction
• Value/purpose of work
• Collaborative style
• Extrinsic rewards
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65. OK,
what do you guys want
to talk about?
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66. MANAGING CREATIVESA D i f f e r e n t P e r s p e c t i v e
J I M C O P A C I N O
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