How do you promote innovation and creativity in an organization? And is there a way to manage a portfolio of projects in way that promotes new and innovative ideas?

1. CREATIVITY – HOW IS IT
ACHIEVED?
Thomas Bergman
Stockholm, 28th of August, 2012

3. MY TOPICS TODAY
How to generate creativity
and new ideas.
How to manage projects
in a creative organization.

4. FIRST RULE OF CREATIVITY:
All new ideas are
combinations of
existing ideas.

5. ?

6. MISSION: BUILD THE TALLEST BUILDING IN ZIMBABWE –
WITHOUT AIR CONDITIONING
Michael Pearce
The inspiration
The result

7. ANOTHER EXAMPLE:
Challenge: Create a strategy to help Ericsson strengthen the potential of mobile
broadband, through communication and innovation of new marketing tools.
The result in one sentence: “Mobile Broadband is not a technology, it’s a whole
new way of doing business”.
www.ericsson.com/unplug

8. THE INCENTIVIST LOGIC
Inspiration:
An incentive scheme for users based on
parameters that drive business value.
Let users earn points that can be converted
into values that matter to them.

9. THE ONE-TRICK-PONY LOGIC
Inspiration:
Give people the option to choose less.
All of a sudden, you're selling mobile
broadband to people who wouldn’t have
normally considered it.

10. This is how you
innovate!
!
Connecting ideas
that are different
from each other.

11. SECOND RULE OF CREATIVITY:
More ideas leads
to better ideas.

12. Richard Branson has started
over 400 companies.
Richard Branson has started
over 400 companies.

13. Picasso painted over 20 000 paintings

14. Google has over 600 products today - and have
discontinued 200 already.

15. A VERY SIMPLE PROJECT MODEL IN TWO PARTS
Many angles The right choices

16. Prototyping
Prototyping is about testing your ideas.

17. AN EXAMPLE: SJ

18. OUR CONTRIBUTION: STRATEGY

19. OUR CONTRIBUTION: EXECUTION

20. HOW IT STARTED
In the first workshop we cracked the first prototype of the concept.
We were far from done!

21. THE TEAM IS ESSENTIAL – DIVERSITY RULES
Many angles The right choices
Strategists Copywriters Conceptualists
Designers Digital Technologists

22. THIRD RULE:
Organizations don't
innovate. People do.
And diversity is the
strongest driver.

23. THE BIGGEST BARRIER FOR INNOVATION
“Show me the
business proof that
this is going to be a
good idea.”

24. GREEN LIGHT SYSTEMS
Works well in low risk, certain environments.

25. TWO SIDES OF THE COIN
Having the Running the
most creative business as
culture you can well as you can
“If you don’t have a process for choosing projects, starting
projects, doing projects, and ending projects, you will never get
very good at innovation.”
/David Kelley, founder IDEO

26. WATERFALLS ARE POOR - SOMETIMES
They work well when end result is expected
Creative work isn’t like that

27. CONTROLLED CHAOS IS BETTER - SOMETIMES
Observe
Understand
Works well when end
Synthezise result is uncertain
Ideate That is the way
creative work behave
Prototype
Iterate

28. WORKS ON CORPORATE LEVEL AS WELL
Choices in this case is a portfolio of
different projects and ideas.

29. RED LIGHT SYSTEMS
No one wants to drive the project
Technical issues
Low stakeholder support
Conflicts in the team
Bad idea
Target group misunderstood

30. Prototyping
But on a corporate level.

31. IT’S EASIER TO BE CREATIVE IF THERE IS A CHANCE
YOUR IDEA ACTUALLY HAPPENS
”GREEN LIGHT” ”RED LIGHT”
1 1
25 1
That you get to That you get to
test your idea test your idea

32. LAST RULE:
Plan for, and
embrace, mistakes
and failure.

33. LEADERSHIP IS CRUCIAL IN STIMULATING
CREATIVITY AND INNOVATION
Give people permission to take risks
Stand up for ideas when they need to
be sold throughout the organization

34. ONCE AGAIN, THE RULES:
1. All new ideas are combinations of existing ideas.
2. More ideas leads to better ideas.
3. Organizations don't innovate. People do.
And diversity is the strongest driver.
4. Plan for and embrace mistakes and failure.

35. …AND AWESOME THINGS WILL HAPPEN!
Thank you!
/Thomas
Twitter: @thomasbergman
Mobile: 0739-82 61 87
E-mail: thomas.bergman@rewir.com