Opening Keynote with Denise Jacobs, The Creative Dose @AMAhouston #marketing #ME2016 

Live note take at the AMA Houston conference in Houston, Texas. Any error or bad jokes are my own.

  • Creativity is the new black, it’s the talent that CEOs need the most, it is valued the most by coworkers
  • We all have creativity within us, we all WANT to create and it doesn’t mean pictures or dance or music. It’s companies and campaigns, even riffing is creative
  • Creativity is a business imperative, it’s imperative for business growth
  • It doesn’t mean a lone creative genius in their garage
  • We need to unblock our creativity, we all fear our ideas will be criticized or that they aren’t perfect, fear of not being good enough, fear of ideas being TOO crazy
  • FEAR – false evidence appearing real, you don’t know if you will be criticized or judged but you hold yourself back, other people could have benefited from your crazy idea
  • Ted talk.- your body language shapes who you are, our bodies change our minds, our minds change our behaviors, our behavior changes our outcomes – CHECK your body language, put on your best superhero pose with hands on hips or hands in the air [this is where we all stand up and do superhero poses🙂 ]
  • Gaming can be helpful for creativity and stress relief 
  • Go into things with an experimentation mindset – explore different ways, acceptance of failure is built in, you won’t get it all the first time, you won’t get it right NOW but you will get it right, you will learn things along the way, ideas will start to flow
  • More people means more creativity, creativity is linear
  • None of us is as smart as all of us
  • Keeping ideas to yourself is detrimental, be generous with your ideas, you also need to listen, over talking = muting other people [get our your plastic stabbing fork!  :) ]
  • Be present, don’t be figuring out what you’re going to say, pay attention to what they’re saying; relax your own agenda; 
  • CONNECT: Now we’re instructed to tell a partner something very exciting, both at the same time. [I didn’t hear a thing he said🙂 ]
  • Listening builds trust and a sense of safety
  • The most attractive people make you feel interesting
  • COMBINE – diversity of people = diversity of ideas, you need left and right brains, big picture and little picture people, these are complementary like puzzle pieces
  • Must adapt and respond to the variety of people
  • [now we’re asked to tell a story and insert weird words into it, oh my, what a silly story]
  • There was no judgement because everything was ok, no time to think and didn’t know where the story was going, you never what people will say but it might be so unexpected that it pushes you to another place
  • Play is how we invent and experiment, we need to amplify ideas, avoid the phrase “yes but” and focus on “yes and”, an idea attributed to Walt Disney
  • When someone offers an idea, accept the offer, and fully commit to it, add to it, make your colleagues look good and then everyone looks better
  • A six person sentence – six people each choose one word – unicorn, batman, dream, ludicrous, lives, live – words all over the place
  • Now people are asked to pick a word that someone can connect to – marketers are superheroes and also awesome🙂
  • Even the boring words were helpful, everyone owned the outcome 
  • Design an environment for co-creation, have a public space for ideas, need to externalizer ideas, sharing the raw concept gives your team material to work with and respond to, encourage ‘stupid’ ideas, they may be the best ones
  • Have both sitting and standing spaces, create a locus where people and ideas can mix and mingle where people from different departments will cross paths
  • We’ve already tried to be creative by ourselves and be clever, sometimes plain is amazing
  • We don’t need more, more stuff more money more recognition, what we really need instead is better, expand, better quality
  • The total of human effort is not just more but better
  • Develop an openness to difference, form strong bonds among the group

Agree? Disagree? Share your thoughts!

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