Presentation on theme: "Creative Entrepreneurship Presentation at the annual conference of the American Creativity Association in Singapore February 25-29 th, 2008 by Erik Sorensen."— Presentation transcript:
Creative Entrepreneurship Presentation at the annual conference of the American Creativity Association in Singapore February th, 2008 by Erik Sorensen
Hi, today we’ll talk about : The Driving Forces behind Creative Entrepreneurs
And, to get rid of the suspense, for those of you who are here looking for a quick fix, here it is:
80% of success is showing up ! Woody Allen
and for the rest of you, here are some ideas to help you generate the creativity to reach your goals
and, first of all, let us define successful Entrepreneurship :
Successful Entrepreneurship means : To position your company and to build your brand !
“Great”, you might say, “but how do I position my company, and how do I build my brand ?”
According to an article in the Harvard Business Review : Strategic positioning means performing different activities from those of your rivals, or performing similar activities in different ways
in other words : differentiation
Creating simple, but powerful differentiation in the minds of your customers and your staff, requires a clear and compelling vision that is expressed in everything you do, from product to service, to the people you hire and the way you talk about yourself
Instead of positioning products and businesses within an industry, strategy should be about changing industry rules or creating tomorrow's industries, much as Wal-Mart did in retailing, Richard Branson did in music, and Tim Berners-Lee did with the World Wide Web
how do I position : –using word of mouth –developing the industry infrastructure : the network of retailers, distributors, analysts, journalists and industry "luminaries" who control the flow of information and opinion in the industry –forming strategic relationships –selling to the right customers
and how do I build the brand : Every product has a dramatic element. Our task is to discover it and capitalize on it” Leo Burnett Advertising Executive
Positive brand equity is created by a history of effective promotion and consistently meeting or exceeding customer expectations
Keep repeating your message relentlessly : " Nobody counts the number of times that they see your message, they only remember the impact that it leaves” Bill Bernbach Dale Doyle Bernbach
The first brands :...branding cows in the “Wild West”
and by upgrading the customer experience to build trust in your brand
The brand is the promise of value : the customer doesn't see the 4 P’s, product, price, promotion, and place as separate variables
Examples of effective brands : CocaCola, McDonald’s, Nike, Rolex, Marlboro, Louis Vuitton, Starbucks, Google...
To communicate your brand : the slogan, that magical line of ad copy that crystallizes a brand’s essence :
and here are some examples of effective slogans : We try harder (Avis) Life tastes good (Coca Cola) I’m loving it (McDonalds) Just do it (Nike) Dont dream it. Drive it (Jaguar)...
“So”, you’re saying, “where do I start” :
Richard Branson, the billionaire founder of the Virgin Group (music, entertainment, airline, real estate...) put it this way :
“my interest in life comes from setting myself huge, apparently unachievable, challenges and trying to rise above them”
In other words, setting high goals and applying perseverance
Why ? Because the human mind has the special ability to link random bits of data
and high goals and perseverance will make your mind make intuitive leaps across the boundaries, and create new associations
Next, let’s define how to generate the creativity in business :
according to Encyclopedia Britannica, creativity is : –the ability to bring into existence something new a new solution to a problem a new method or device a new artistic object or form
in business, however : – creativity means coming up with a new idea that can generate more revenue –or coming up with a solution to a problem that is slowing down our revenue
in this presentation I would like to approach creativity from a fresh angle, and let us start with this quote :
“When you change the way you look at things, the things you look at change” Dr. Wayne Dyer
OK, so how do I change the way I look at things ?
It is simple : only when faced with a problem that we cannot get around, grudgingly we try to solve the problem and thereby find resources and new ways of doing things that we didn’t know
What is the scientific justification for this ?
Simply this : A scientific school of thought argues that human intelligence, and therefore creativity, evolved partly because of the pressure of living in a complex society
Therefore, the more we dig into our mental capacities, the more we use those 97% of mental resources that many of us leave unused
those few people who reach more that most, do so not because they have greater potential, but because they learn to use a greater part of their potential
life’s greatest rewards are reserved for those who demonstrate a never-ending commitment to act until they achieve
OK, so how do I generate a good crop of problems to keep me creative ? Again, start with these two things : set high goals apply perseverance
Some creative tools to generate ideas at this point : 1.xxx 2.xxx 3.xxxx 4.xxxx 5.xxxx
if we want to discover the unlimited possibilities within us, we must find a goal big enough to challenge us to push beyond our limits and discover our true potential
For most of us, creativity is not a part of our everyday working lives, and therefore our belief in our capacity for creativity may be constrained by self-doubts
Therefore, unlocking our creativity requires an exercise of will, a desire to grow, an acceptance of the need to step outside the boundaries of the way we usually think and explore new mental pathways from problem to solution
and how do we exercise that will, that desire to grow, that acceptance of the need to step outside of our box ? by unyielding perseverance !
creativity is not determined by outside factors, but by your own hard resolution to do what has to be done
You can only have a breakthrough if you increase your rate of failure as you push the limits of what you know, and failure is the opportunity to begin again more intelligently
You need new experiences to find new words and to understand new paradigms
Creative people are remarkable for their ability to adapt to almost any situation and to make do with whatever is at hand to reach their goals
the Super-Successes of our culture are not people who don’t fail, but simply people who know that when they try something and it doesn't give them what they want, they've had a learning experience
Successful people keep adapting, keep adjusting, keep changing their behavior until they find what works
the most famous example of perseverance is Thomas Edison who had done experiments before inventing the incandescent light bulb : says Edison : “what I had been doing was to eliminate all the ways that didn’t work until I found the one that did...”
Goals come in many shapes
Sam Walton used the goal of everyday low prices to build the largest retail empire in the world, Wal-Mart
Sam founded his company with the intention of gaining on the competition with creative offers and low prices said Sam : we're constantly doing crazy things to capture the attention of our folks and lead them to think up surprises of their own
Richard Branson used the goal of the customer’s buying experience to build the Virgin empire
says Branson : to reach full sales potential, businesses need people with vision and the determination to succeed no matter what difficulties they face and he believes that the occasional failure doesn't hurt
says Branson : “later, it became apparent to me that business could be a creative enterprise in itself”
Tim Berners-Lee used the goal of worldwide interconnectivity to build the World Wide Web (that we know today as the www )
he had a vision of bringing together the decentralised, organic growth of ideas, technology, and society
the web resulted from many influences on his mind, half-formed thoughts, disparate conversations and seemingly disconnected experiments
the web happened through the swirling together of influences, ideas, and realisations from many sides, until, by the wondrous offices of the human mind, a new concept jelled : the World Wide Web
So, the driving force is passion, and the desire to provide a service that the market wants
and in closing, here’s a philosophical comment from a great comedian :
Why should I do anything for posterity ? What has posterity ever done for me ? Groucho Marx
as usual, Groucho Marx knows how to say things in a roundabout way: the way to get Posterity to do something for you is to do something for Posterity In other words, be proactive !
Now go do it !
For comments, or questions, or observations, please contact and, if you would like, you are welcome to send a copy of this presentation to a friend !