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Sssshhh... Don’t Tell the Clients
                      The Sorry State of Creativity in Design Agencies

                                          »Innovation by Design«
                                     37th PDA Congress in Stockholm
                                  Pan-European Brand Design Association
                                                Robert Bau
                                               12 June 2009



mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Systematic Creativity




           Creativity is the lifeblood of any design agency.
      So why leave it to chance, luck or flashes of genius?




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Robert Bau: Consultant to creative consultancies


             Type of clients:
                 Branding consultancies
                 Packaging design agencies
                 Industrial design agencies
                 Service design agencies
                 Web/digital/interactive agencies
                 Architectural firms
                 Advertising agencies
                 PR firms
                 Management & innovation consultancies
                 Design departments at client companies

mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Robert Bau: Consultant to creative consultancies


             Type of work:
                 Audits
                 Strategies and plans
                 Services
                 Processes
                 Methods and tools
                 Brand/marketing communications
                 Training
                 Mentoring
                 Workspace design
                 Etc.

mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Robert Bau: Consultant to creative consultancies


             My work experience and educational background:
                 Now: Independent brand, innovation and design strategist
                  based in London with a wide range of clients all over Europe
                 Now: Mentor and business coach for startups and SME’s in
                  the creative industries
                 Now: Popular lecturer and teacher at leading business and
                  design schools in Europe
                 Previously: Client Director at leading consultancies
                  developing strategies, managing large-scale projects,
                  and leading multi-disciplinary design teams
                 MBA Design Management (London), MSc Business
                  Administration and Economics (Stockholm), Diploma in
                  Art Direction (roughly equivalent to a BA; Stockholm)

mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Agency Creativity: Definitions & Boundaries




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries




                           Creativity is a core competence,
                               a process and a service...
                              ...and not merely a brainstorming activity




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries


      External Stakeholder


        Agency


          Team


            Individual




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries




              Design is an insight-generating, opportunity-
                 identifying, problem-solving activity...
                    ...and not merely a »standing-out-on-the-shelf« service




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries




                                                                        Design is a means to an end




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries




                                                                        Creativity is the grease




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries




        Managing Creativity




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries




                                                               The act or process of coming up with
        Managing Creativity                                    something contextually different




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries


                                                               Making sure you know how do it,
                                                               who to include, and which tools to use
                                                               Making sure you do it
                                                               without wasting resources
                                                               Making sure you know why you
                                                               are doing it in the first place
        Managing Creativity
                                                               Making sure you tap into
                                                               relevant sources of inspiration
                                                               Making sure the outcome
                                                               seems viable and feasible
                                                               Making sure you know how to
                                                               convert great ideas into reality

mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Definitions & Boundaries


                                                               Making sure you nourish
                                                               and encourage it properly
                                                               Making sure you can do it
                                                               even without your best people
                                                               Making sure you can do it time and
                                                               time again to the same standards
        Managing Creativity
                                                               Making sure you know how to get
                                                               clients to buy (and buy into) your ideas
                                                               Making sure you learn from
                                                               past successes and failures
                                                               Making sure you reward
                                                               creative efforts

mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Agency Creativity: Myths & Half-Truths




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Myths & Half-Truths




                          Designers are inherently creative




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Myths & Half-Truths




                            Only designers can be creative




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Myths & Half-Truths




                         Creativity should be a solo activity




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Myths & Half-Truths




                     Consumer testing is bad for creativity




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Myths & Half-Truths




                                 Creativity needs a director




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Myths & Half-Truths




                             Creativity cannot be managed




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Agency Creativity: Problems & Challenges




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                                 Designers feel reluctant to
                                 employ creative methods
                                (hey, they can’t even brainstorm properly)




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                               The physical environment is
                                often quite discouraging




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                      Client briefs and agency debriefs are
                         often unhelpful and uninspiring




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                          Poor understanding of end-users




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                             The agency culture is either
                           too autocratic or too democratic




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                   Big divide between strategy and design




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                             Designers do not always see
                            (or want to see) the big picture




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                               Limited creative exploration
                                    (in terms of sources and time spent)




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                      Creativity seems confined to a rather
                       limited part of the design process




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                    Designers do not want to or know how
                      to collaborate with non-designers




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                              Agencies do not know how
                           to charge properly for creativity




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Problems & Challenges




                  No evaluation, no feedback, no learning,
                    no knowledge transfer, no nothing




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Agency Creativity:
                     Suggestions & Recommendations




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




                 Create a systematic process for creativity
                   and develop a comprehensive tool kit
                                      (and teach people how to use it!)




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations

Creativity – 10 core methods




    Brainstorm              List & Twist              Challenge                 Unblock      Visualise




                                                       Change                   Reverse/     Screen &
     Associate                 Provoke
                                                     Perspective                Oppose       Evaluate




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations

Creativity – 10 core methods




                                             Associate


                           Brainstorm                           Visualise

                                                                                  Screen &
                                            List & Twist
                                                                                  Evaluate




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




           End-users are a wonderful source of inspiration




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations

People-Centred Research – 10 core methods




     Search &                                          Enact &                               Deconstruct
                            Ask & Listen                                     Track & Map
      Study                                            Perform                                & Reveal




    Observe &                Measure &                Empower                Demonstrate     Cluster &
     Probe                   Calculate                & Consult               & Validate     Humanise




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




                    Apply creative principles and tools to
                   rethink and reframe problem definitions




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations


             Principles & tools:
                 Identify and challenge client viewpoints, assumptions,
                  preconceptions, prejudices, contradictions, etc.
                 Change perspective – identify stakeholders and investigate
                  their viewpoints, assumptions, etc.
                 Identify causes and effects
                 Generate plenty of alternatives
                 Tools: 5 Why’s, fishbone diagrams, systems thinking,
                  deconstruction, OPV, C&S, reversal, reframing,
                  brainstorming, metaphors & analogies, etc.



mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




               Employ creative tools throughout the entire
                   development and design process




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




                           Work in multi-disciplinary teams
                                             (and not just designers)




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




         Encourage feedback from insiders and outsiders




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




          Co-create with clients, end-users, students, etc.
                                            (tap into their creativity)




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




          Reevaluate and redefine the role of the designer




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




                          Expose the agency to new stimuli




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




                               Visualise, prototype and test




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




            Create stimulating meeting spaces and places




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




          Store creative approaches, ideas, solutions, etc.
                                (and make them accessible for everybody)




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




                                 Evaluate agency creativity




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Suggestions & Recommendations




             Inputs                      Process                      Outputs                Outcomes




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Summing Up


             Agency Creativity:
                 Definitions & Boundaries
                 Myths & Half-Truths
                 Problems & Challenges
                 Suggestions & Recommendations




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
How do you nourish creativity in your agency?
                           Let’s share our best ideas (and best-kept secrets).




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Nourishing Creativity at an Agency level


                 Methods & tools
                 Organisational culture
                 Organisation
                 Leadership/management
                 Process(es)
                 Training/Education
                 Recruitment
                 Activities
                 Environment/Settings
                 Systems (reward systems, knowledge management systems, trend watching systems, etc.)

mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
Thank you and please keep in touch!




                                                   Robert Bau
                        robert.bau@mindyourtablemanners.com
                                              +447887718240




mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009

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Robert Bau Systematic Creativity PDA 090612

  • 1. Sssshhh... Don’t Tell the Clients The Sorry State of Creativity in Design Agencies »Innovation by Design« 37th PDA Congress in Stockholm Pan-European Brand Design Association Robert Bau 12 June 2009 mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 2. Systematic Creativity Creativity is the lifeblood of any design agency. So why leave it to chance, luck or flashes of genius? mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 3. Robert Bau: Consultant to creative consultancies Type of clients:  Branding consultancies  Packaging design agencies  Industrial design agencies  Service design agencies  Web/digital/interactive agencies  Architectural firms  Advertising agencies  PR firms  Management & innovation consultancies  Design departments at client companies mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 4. Robert Bau: Consultant to creative consultancies Type of work:  Audits  Strategies and plans  Services  Processes  Methods and tools  Brand/marketing communications  Training  Mentoring  Workspace design  Etc. mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 5. Robert Bau: Consultant to creative consultancies My work experience and educational background:  Now: Independent brand, innovation and design strategist based in London with a wide range of clients all over Europe  Now: Mentor and business coach for startups and SME’s in the creative industries  Now: Popular lecturer and teacher at leading business and design schools in Europe  Previously: Client Director at leading consultancies developing strategies, managing large-scale projects, and leading multi-disciplinary design teams  MBA Design Management (London), MSc Business Administration and Economics (Stockholm), Diploma in Art Direction (roughly equivalent to a BA; Stockholm) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 6. Agency Creativity: Definitions & Boundaries mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 7. Definitions & Boundaries Creativity is a core competence, a process and a service... ...and not merely a brainstorming activity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 8. Definitions & Boundaries External Stakeholder Agency Team Individual mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 9. Definitions & Boundaries Design is an insight-generating, opportunity- identifying, problem-solving activity... ...and not merely a »standing-out-on-the-shelf« service mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 10. Definitions & Boundaries Design is a means to an end mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 11. Definitions & Boundaries Creativity is the grease mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 12. Definitions & Boundaries Managing Creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 13. Definitions & Boundaries The act or process of coming up with Managing Creativity something contextually different mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 14. Definitions & Boundaries Making sure you know how do it, who to include, and which tools to use Making sure you do it without wasting resources Making sure you know why you are doing it in the first place Managing Creativity Making sure you tap into relevant sources of inspiration Making sure the outcome seems viable and feasible Making sure you know how to convert great ideas into reality mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 15. Definitions & Boundaries Making sure you nourish and encourage it properly Making sure you can do it even without your best people Making sure you can do it time and time again to the same standards Managing Creativity Making sure you know how to get clients to buy (and buy into) your ideas Making sure you learn from past successes and failures Making sure you reward creative efforts mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 16. Agency Creativity: Myths & Half-Truths mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 17. Myths & Half-Truths Designers are inherently creative mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 18. Myths & Half-Truths Only designers can be creative mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 19. Myths & Half-Truths Creativity should be a solo activity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 20. Myths & Half-Truths Consumer testing is bad for creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 21. Myths & Half-Truths Creativity needs a director mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 22. Myths & Half-Truths Creativity cannot be managed mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 23. Agency Creativity: Problems & Challenges mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 24. Problems & Challenges Designers feel reluctant to employ creative methods (hey, they can’t even brainstorm properly) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 25. Problems & Challenges The physical environment is often quite discouraging mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 26. Problems & Challenges mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 27. Problems & Challenges Client briefs and agency debriefs are often unhelpful and uninspiring mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 28. Problems & Challenges Poor understanding of end-users mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 29. Problems & Challenges The agency culture is either too autocratic or too democratic mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 30. Problems & Challenges Big divide between strategy and design mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 31. Problems & Challenges Designers do not always see (or want to see) the big picture mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 32. Problems & Challenges Limited creative exploration (in terms of sources and time spent) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 33. Problems & Challenges Creativity seems confined to a rather limited part of the design process mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 34. Problems & Challenges Designers do not want to or know how to collaborate with non-designers mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 35. Problems & Challenges Agencies do not know how to charge properly for creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 36. Problems & Challenges No evaluation, no feedback, no learning, no knowledge transfer, no nothing mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 37. Agency Creativity: Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 38. Suggestions & Recommendations Create a systematic process for creativity and develop a comprehensive tool kit (and teach people how to use it!) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 39. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 40. Suggestions & Recommendations Creativity – 10 core methods Brainstorm List & Twist Challenge Unblock Visualise Change Reverse/ Screen & Associate Provoke Perspective Oppose Evaluate mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 41. Suggestions & Recommendations Creativity – 10 core methods Associate Brainstorm Visualise Screen & List & Twist Evaluate mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 42. Suggestions & Recommendations End-users are a wonderful source of inspiration mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 43. Suggestions & Recommendations People-Centred Research – 10 core methods Search & Enact & Deconstruct Ask & Listen Track & Map Study Perform & Reveal Observe & Measure & Empower Demonstrate Cluster & Probe Calculate & Consult & Validate Humanise mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 44. Suggestions & Recommendations Apply creative principles and tools to rethink and reframe problem definitions mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 45. Suggestions & Recommendations Principles & tools:  Identify and challenge client viewpoints, assumptions, preconceptions, prejudices, contradictions, etc.  Change perspective – identify stakeholders and investigate their viewpoints, assumptions, etc.  Identify causes and effects  Generate plenty of alternatives  Tools: 5 Why’s, fishbone diagrams, systems thinking, deconstruction, OPV, C&S, reversal, reframing, brainstorming, metaphors & analogies, etc. mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 46. Suggestions & Recommendations Employ creative tools throughout the entire development and design process mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 47. Suggestions & Recommendations Work in multi-disciplinary teams (and not just designers) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 48. Suggestions & Recommendations Encourage feedback from insiders and outsiders mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 49. Suggestions & Recommendations Co-create with clients, end-users, students, etc. (tap into their creativity) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 50. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 51. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 52. Suggestions & Recommendations Reevaluate and redefine the role of the designer mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 53. Suggestions & Recommendations Expose the agency to new stimuli mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 54. Suggestions & Recommendations Visualise, prototype and test mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 55. Suggestions & Recommendations Create stimulating meeting spaces and places mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 56. Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 57. Suggestions & Recommendations Store creative approaches, ideas, solutions, etc. (and make them accessible for everybody) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 58. Suggestions & Recommendations Evaluate agency creativity mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 59. Suggestions & Recommendations Inputs Process Outputs Outcomes mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 60. Summing Up Agency Creativity:  Definitions & Boundaries  Myths & Half-Truths  Problems & Challenges  Suggestions & Recommendations mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 61. How do you nourish creativity in your agency? Let’s share our best ideas (and best-kept secrets). mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 62. Nourishing Creativity at an Agency level  Methods & tools  Organisational culture  Organisation  Leadership/management  Process(es)  Training/Education  Recruitment  Activities  Environment/Settings  Systems (reward systems, knowledge management systems, trend watching systems, etc.) mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009
  • 63. Thank you and please keep in touch! Robert Bau robert.bau@mindyourtablemanners.com +447887718240 mindyourtablemanners | Robert Bau | PDA | 37th Congress – Innovation by Design | June 2009