CREATIVITY

THE NEW CREATIVES / The world as you once knew it, has ceased to exist.

From industry to industry, market to market, nation to nation, the old ways of doing things are not only out-of-date but increasingly only relevant for the few. At a time when the many have all the access and power and information they need to make things happen for themselves.

The threats to those who persist with the old ways are existential and arrive with little warning. But the opportunities for those who can rapidly pit creativity against the challenges of our times – and make

things radically different and infinitely better – are endless. As others react, retrench, and retreat, they are the ones pushing forward by tackling the big issues regardless of what they do, where they live or

who they are.

They are the New Creatives. They are wrestling the word back from a half century of superficial, ghettoised use, and and returning it to its roots: the development of new realities.

These New Creatives are stripping away all the controlling layers that secure advantage for the few. They are creating cultures and experience that are anchored in things with real meaning and value for

everyone.

And they are being rewarded with brands that stand out and business models that stand the test of time.The New Creatives are coming to a business, institution or government near you.

AFRICA

M&G STRATEGY CONFERENCE 2015Johannesburg, 6th and 7th of February 2015

DESIGN THINKING + DOING

Concrete

RESEARCHEthnographic Fieldwork

THE WORLD

CONCEPT DEVELOPMENT(Solution Refinement)

YOU

IDEATION(Problem Solving/ Co-Creation)

ANALYSISPattern recognition

Abstract

To understand how a Tiger hunts, don’t go to the zoo.

Go to the jungle.

Point of Departure

Discovery(Implicit)

Recommendation(Explicit)

Strategic Objectives

1. De!ne and frame the problem

Existing Assumptions

2. Critically challenge conventional wisdom

3. Synthesize patterns

4. Prioritize impact

New Premises(New Assumptions)

Change in Client Practice

5. Propose a course of action

6. Articulate potential impact and consequences

Relevance

Depth Value

LandSea

Naive

Analytical

Advisory

Realistic

Mindset

THE DESIGNERS JOURNEY OF AN IDEA

AFRICAN INNOVATION

purposeful

01

PURPOSEFUL

gAMe ChAngers

02

USEFUL

useful gAMe ChAngers

03

EXPERIMENTAL

experiMentAl

04

BOUNDARYLESS

05

VALUE- CREATIVE

thank you