- 1. Glenn Grin Associate Professor of Advertising The University of Alabama Deborah Morrison Chambers Distinguished Professor of Advertising The University of Oregon Teaching to that Transformational Moment in Creativity A 2 0 1 4 S X S W E D U PA N E L P I C K E R P R O P O S A L C O - A U T H O R S O F T H E C R E AT I V E P R O C E S S I L L U S T R AT E D : H O W A D V E R T I S I N G S B I G I D E A S A R E B O R N
2. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L OUR IDEA Some of the greatest ideas are born from a momentous change in direction. This is the pivot moment in creativity and its part of a growing conversation. It is at these points that idea makers: see alternatives and opportunities take risks wield courage evolve tradition use intuition use dynamic information fail go all in change the story adapt the process learn We believe that preparing students to succeed in the creative economy means helping them understand and recognize these opportunities. 3. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L OUR AGENDA is to discover and share insights and usable knowledge about this transformational moment, the pivot, by mining the experiences of creative professionals. Well use these case studies as instructional tools and show how theyre relatable to the development of student creativity in the classroom. Were collecting those stories now. 4. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L Creatives who pivot are those who: 5. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L PROVOKE. INNOVATE. VIOLATE. OVERHAUL. TRANSCEND. What had to change? What was the turning point? What incited the turn? What made you ready? What was the process, timeline, goal? What was tested but failed? What was the what if moment? Who had a seat at the table? What direction was killed? Who was threatened? How was it attacked? Why did it survive? What made you believe? How did the idea nd legs? What systems changed to do this? How quickly did consensus happen? Who is imitating you? What is the industry response? What can you teach about it? Why you? Were asking these questions. 6. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L THE PIVOT, THAT TRANSFORMATIONAL MOMENT, CAN TAKE DIFFERENT FORMS IN DIFFERENT CONTEXTS: as a narrative turning point as a startup concept as a managerial concept as a courageous act as a correction 7. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L as a narrative turning point KURT VONNEGUT(1922-2007) and the Shapes of Stories The concept of the pivot within the creative process is not new. Storytelling uses turning points as essential tools for moving a narrative along. In stories or in the process of idea making, these moments shape direction. Vonneguts remarks are adapted here by computer programmer David Yang. SEARCH: Kurt Vonnegut on the Shapes of Stories on YouTube 8. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L as a startup concept ERIC RIES Entrepreneur/Author/Blogger successful startups change directions but stay grounded in what theyve learned. The pivot provides a means for change within an organization while building on legacy. CHECK OUT: The Startup Lessons Learned blog by Eric Ries SEE ALSO: 5 Ways Big Companies Can Pivot Like Lean Startups by Brian Millar at fastcodesign.com 9. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L as a managerial concept ERIK DANE and MICHAEL PRATT in Academy of Management Review (2007) Writing on the topic of intuition, the authors dene it as aectively [emotionally] charged judgements that arise through rapid, nonconscious and holistic associations delineat[ing] intuition from other decision-making approaches. The pivot moment must be recognized for its potential when it arises and intuition plays a key role. Dane, Erik and Michael G. Pratt (2007), Exploring Intuition and Its Role in Managerial Decision Making, Academy of Management Review, 32 (1), 33-54. 10. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L as a courageous act ROLLO MAY (1909-1994) Psychologist/Author Every profession can and does require some creative courage. In our day, technology and engineering, diplomacy, business, and certainly teaching, all of these professions and scores of others are in the midst of radical change and require courageous persons to appreciate and direct this change. The need for creative courage is in direct proportion to the degree of change the profession is undergoing. The pivot requires courage and risk taking. Psychologist May considers these as important components for identifying new directions and leading change. READ: The Courage to Create (1975) by Rollo May 11. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L as a correction FASTCOMPANY.com The Pivot column Is the pivot simply dened as a do-or-die change in direction? Is it just a business survival strategy, or should we consider this as one of many forms it may take? The speed of todays well- funded startups is brutal. But it does allow for change in direction. This series explores those destiny- altering decisions made by companies that have gone on to great success. 12. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L We see pivot moments as a prime opportunity to study and better understand how the creative process works and can be optimized. Students will take it and run with it. 13. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L THE PROJECT Were building a protocol for collecting insights from creative professionals whove envisioned, reimagined, invented and kickstarted projects in advertising, design, digital and brand development environments. These are people who understand the pivot and can share their stories. Well assess and analyze what we discover and share our rst ndings with attendees at SXSW EDU 2014.