Physician Heal Thyself - How can Commercial Creativity Command and Deliver More Value? Presentation to Marketing Society. March 6, 2014

Creativity sells out?

Creative sells out?

Creative sell outs?

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

PhysicianHealThyself

CreativityRisinginGlobalDemand

CreativityandCommerceareloversThe Money Men akaLes Binet & Peter Field

Creatively Awarded campaignsare 11 more times efficient

than non Creative CampaignsSource: Binet & Field (IPA). The Long and the Short of it. 2013

A cynic is a man who knowsthe price of everything

and the value of nothing

Oscar Wilde

Noteverythingthat canbe countedcounts.

Noteverythingthat counts

can becounted.

Albert Einstein (attributed)

Commercial Creativity - A Whole New Value

A Continual Journey of Negotiation

CreativeCompetitiveAdvantage

Contract

Measurement

Lear

nin

gPractice

PhysicianHealThyself

Creativity now comes from many sources and from many markets.

So where is our Competitive Advantage?

We’re all Individuals. We’re all Creative.

BuskerGenius

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 

Value isa mutual

negotiation

I have two goals as a designer. The first is that everything I dohas 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

10,000 hour ruleDoes 10,000 hours sitting in meetings count?

Source: Ericsson, 1996.

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

I fear not the man who has practiced10,000 kicks once,

but I fear the man who has practicedone kick 10,000 times.

Bruce Lee

We enter this business because we have taste buthaving taste doesn’t mean your work is world-class...

IRA GlassSource: Ira Glass. On the Creative Process. 2011

The GreatGatsby

byHunter S. Thompson

Hunter S. Thompson typing out The Great Gatsby on his typewriterto FEEL what it would be like to write like F. Scott Fitzgerald.

We ARE what weincreasingly DOAristotle

Great work has Great Workers Working

Value is a journey, constantly changingtrial and error - start with a problem.

The Power of Time OffStefan SagmeisterEvery 7 years, he takes a one-year sabbatical.

Source : Stefan Sagmeister. The Power of Time Off. TED. 2009

Battery Chickens don’t lay Golden Eggs

“Every job I get seems to have beenkicked by everyone in the agency”

Dublin based photo retoucher. February, 2014.

Commercial Creativity - A Whole New Value

A Continual Journey of Negotiation

CreativeCompetitiveAdvantage

Contract

Measurement

Learning Practice

1. What is my CreativeCompetitive Advantage?

2. How do I negotiate Contractsthat command and deliver Value?

3. What do I need to increasingly do to cultivateand sustain my Commercial Creative Value?

Agencies get the Clients they Deserve

Clients get the Agencies they Deserve

Psychology of Negotiation

creative negotiators find waysto make the pie bigger

Also Source: Bazerman. 1983

“Everyone is selling something,mostly to themselves.”

David O Russell

PhysicianHealThyself