Marketing Roundtable - June 12, 2012 - Paul Koch

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The document discusses creativity and creative strategy in business. It notes that CEOs say creativity is an essential skill for navigating an increasingly complex world. It then provides tips for being creative such as knowing your market, audience and competition. It emphasizes exploring new ideas through brainstorming and taking different perspectives. The document encourages businesses to be persistent, seek help from experts, and have fun with innovation and creation.

Technology Business

CREATIVE STRATEGY IN
ACTION

Paul Koch
Creative Strategist
Q LTD

SPARK June 12, 2012

Are you
CREATIVE?
In a recent global survey, CEOs say creativity
is one of the most essential skills for navigating
an increasingly complex world.

SPARK June 12, 2012

•CREATIVE/ARTIST
•Associations?

SPARK June 12, 2012

•ENTREPRENEUR/BUSINESS
•Associations?

SPARK June 12, 2012

CREATIVE.
ON STRATEGY
Communicate/market in a unique way.

SPARK June 12, 2012

•Examples:

•CREATIVE CAMPAIGNS

SPARK June 12, 2012

•Examples:

•CREATIVE CREATION
(vs. disruption)

SPARK June 12, 2012

•“If it doesn’t sell,
it isn’t creative.”
• - DAVID OGILVY

SPARK June 12, 2012

•The secret to standing out:
* KNOW YOUR MARKET
•* KNOW YOUR AUDIENCE
•* KNOW YOUR COMPETITION
* KNOW WHAT MAKES YOU UNIQUE

SPARK June 12, 2012

•KNOW YOUR MARKET
•Who’s buying?
•What are you really selling?
•How are you unique?
•What’s the potential?

SPARK June 12, 2012

•KNOW YOUR AUDIENCE
•Who are you selling to?
•What motivates them?
•What problem are you solving?
•How are you making their life/job better?

SPARK June 12, 2012

•KNOW YOUR COMPETITION
•Who are you competing against?
*And what else are you competing with?
•What are they up to lately?
•What are they about … how positioned?
•What have you got that they don’t?

SPARK June 12, 2012

Investigate

•DO IT RIGHT
Validate
Differentiate
Innovate/Create

SPARK June 12, 2012

•ROLE MODELS
•Inspiration in business?

SPARK June 12, 2012

•CREATIVE CREATURES
•Innovators beyond business life?

SPARK June 12, 2012

•“The world moves
forward by crazy.”
• - VICTOR WOOTEN, JAZZ BASSIST

SPARK June 12, 2012

What is creativity, and why is it
important? Why?
Why not?
What if?

SPARK June 12, 2012

THE
“CREATIVE”

* Expression
* New ideas
* Problem solving
* Disruptive
* Evolution
SPARK June 12, 2012

CREATVITY.
PROGRESS.

SPARK June 12, 2012

CREATIVE THINKERS NEEDED

SPARK June 12, 2012

ORIGINALITY
MAKES AN IMPACT

SPARK June 12, 2012

“Every act of creation
is first of all an act
of destruction.”
- PABLO PICASSO

SPARK June 12, 2012

TRY THIS!
- Brainstorm with others
– Good ideas can come from
anywhere

- Explore
– Get informed, research, consult
experts

• - Refresh your brain with new experiences
• – Get out of your routine … routine =
rut
SPARK June 12, 2012

• – Take a different route to work, park

No wrong
#1 Rule of Brainstorming
answers!
SPARK June 12, 2012

“Rules are for the
obedience of fools and
the guidance of wise men.”
- DAVID OGILVY

SPARK June 12, 2012

AVOID BRAINSTORMING
ROADBLOCKS
• Negativity “I’m not creative”

• Don’t go for the right answer

• Don’t be logical

• Don’t be practical

• Don’t stop until you’ve explored
SPARK June 12, 2012

further

“Without deviation
(from the norm)
progress is
not possible.”
- FRANK ZAPPA

SPARK June 12, 2012

LOOK AT
THINGS FROM
A DIFFERENT
PERSPECTIVE.

SPARK June 12, 2012

•SEEK PROFESSIONAL HELP

SPARK June 12, 2012

•HAVE FUN INNOVATING / CREATING

SPARK June 12, 2012

•RECOMMENDED READING
•Fast Company Magazine
•Brandchannel.com
Intelligence Reframed (Howard Gardner)
•Ogilvy on Advertising
•Your Recommendations?

SPARK June 12, 2012

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