1.
Driving Change with Creativity
Think design is just about creating products or logos? Think
again. In fact, designers can help businesses to innovate, solve
problems, and grow in new ways. In this webcast, Tommy Lynn,
Global Creative Director at Dell speak on how to use creative
thinking to discover what can be done by harnessing divergent
and convergent thinking, and to understand where creativity can
fit into a company’s overall strategic plan. Some of the
highlights are:
 How you can use objectives as boundaries while driving innovation
breakthrough
 Learning when and where to think possibilities vs. deliverables
 How to guide creative thinking

2.
Driving Change
with Creativity
Tommy Lynn, Global Brand Creative
Global Marketing

3.
Source: Derek Sivers, Leadership Lessons from a Dancing Guy, Feb 02, 2011
Driving Change with Creativity Global Marketing 2

4.
me
Quick background on
Driving Change with Creativity Global Marketing 3

5.
About me
Sociology/Psychology
+
Design
+
Business
Driving Change with Creativity Global Marketing 4

6.
About me
Driving Change with Creativity Global Marketing 5

7.
About me
Driving Change with Creativity Global Marketing 6

8.
About me
Driving Change with Creativity Global Marketing 7

9.
“There is no doubt that creativity is the
most important human resource of all.
Without creativity, there would be no
progress, and we would be forever
repeating the same patterns.”
—Edward de Bono
Driving Change with Creativity Global Marketing 8

10.
change
Driving Change with Creativity Global Marketing 9

11.
Don’t just embrace change.
Drive it.
Inspire &
Vision Change
Activate
Driving Change with Creativity Global Marketing 10

12.
According to the IBM 2010 Global CEO Study, which surveyed 1,500
CEOs from 60 countries and 33 industries worldwide, CEOs believe:
“More than rigor, management
discipline, integrity or even
vision—successfully navigating
an increasingly complex world
will require creativity."
Driving Change with Creativity Global Marketing 11

13.
creativity is
thinking,
not doing.
Driving Change with Creativity Global Marketing 12

14.
we are all
creative
Driving Change with Creativity Global Marketing 13

15.
“All children are artists.
The problem is how to
remain an artist once
he grows up.”
-Pablo Picasso
Driving Change with Creativity Global Marketing 14

16.
Creativity
Innovation
Brand
Loyalty
Healthy business
Driving Change with Creativity Global Marketing 15

17.
Harnessing
creativity
Driving Change with Creativity Global Marketing 16

18.
In order for creativity to drive change
(i.e. brand perception, innovation,
revenue)...
1. (Really) Understand the problem
2. Use objectives as boundaries
3. Collaborate
4. Think big, broad
5. Drive forward
6. Take action
Driving Change with Creativity Global Marketing 17

19.
Take time to
think
Spending time with your
problem early on will lead
to greater creativity in your
final product.
Driving Change with Creativity Global Marketing 18

20.
non-linear
Creativity is not an A-Z, 9-5, black-and-white process.
Driving Change with Creativity Global Marketing 19

21.
“None of us is as
smart as all of us.”
Chinese Proverb
Driving Change with Creativity Global Marketing 20

22.
How can we structure
our thinking to harness
creativity and drive
meaningful change?
Driving Change with Creativity Global Marketing 21

23.
Convergent thinking
“what is.”
Driving Change with Creativity Global Marketing 22

24.
(Pure) Convergent thinking
Focus on a single answer to
a single problem with a
strong emphasis on speed,
accuracy and logic.
Driving Change with Creativity Global Marketing 23

25.
Divergent thinking
“what if ?”
Driving Change with Creativity Global Marketing 24

26.
Divergent thinking
Envisioning multiple
ways to solve a problem
by considering new
approaches and
perspectives.
Driving Change with Creativity Global Marketing 25

27.
Its about
perspective
Driving Change with Creativity Global Marketing 26

28.
Zoom out.
Driving Change with Creativity
27 Confidential 2/16/2012 Global Marketing 27

29.
Reframing convergent thinking
A means to assess and
refine ideas - ensuring
we drive value and
meet objectives
Driving Change with Creativity Global Marketing 28

30.
Creative thinking
Diverge
Converge
Driving Change with Creativity Global Marketing 29

31.
Within the design process
Define
Discover
Explore
Design
Deliver
Driving Change with Creativity Global Marketing 30

32.
The most brilliant idea
in the world won’t do
you any good if you
can’t deliver on it.
Driving Change with Creativity Global Marketing 31

33.
In order for creativity to drive change (i.e. brand
perception, innovation, revenue)...
1. (Really) Understand the problem
Research and empathize
2. Use objectives as boundaries
Provide the right restraints to get what you need
3. Collaborate
Tap into the intelligence of those around you
4. Think big, broad
Zoom out then think ‘what if?’
5. Drive forward
Refine and improve
6. Take action
Driving Change with Creativity Global Marketing 32

34.
Back to…
Driving Change with Creativity Global Marketing 33

35.
What change will you
drive with
creativity?
Driving Change with Creativity Global Marketing 34

36.
Thank you
@tommylynn / tommy_lynn@dell.com
Global Marketing