SXSW Interactive 2014 Proposal

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<p>Glenn GrinAssociate Professor of Advertising</p> <p>The University of Alabama</p> <p>Deborah MorrisonChambers Distinguished Professor of Advertising</p> <p>The University of Oregon</p> <p>Theres A Point That Changes EverythingH O W T R A N S F O R M AT I O N A L M O M E N T S C H A N G E T H E C R E AT I V E P R O C E S S A N D I D E A M A K I N G</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>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</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>OUR IDEAWe believe there is a point in the process of developing a transformational idea that is ripe for study. This is the pivot moment in creativity. It is at these points that idea makers:</p> <p> 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</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>OUR AGENDAis to discover and share insights and usable knowledge about this transformational moment, the pivot, by mining the experiences of creative professionals.</p> <p>Were collecting those stories now.</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>THE PIVOT, THAT TRANSFORMATIONAL MOMENT, CAN TAKE DIFFERENT FORMS IN DIFFERENT CONTEXTS:</p> <p> as a narrative turning point as a startup concept as a managerial concept as a courageous act as a correction</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p> as a narrative turning point</p> <p>KURT VONNEGUT (1922-2007) and the Shapes of StoriesThe 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, thesemoments shape direction.</p> <p>Vonneguts remarks are </p> <p>adapted here by computer programmer David Yang.</p> <p>SEARCH:Kurt Vonnegut on the Shapes of Stories on </p> <p>YouTube</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p> as a startup concept</p> <p>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 organizationwhile building on legacy. </p> <p>CHECK OUT:The Startup </p> <p>Lessons Learned blog</p> <p>by Eric Ries</p> <p>SEE ALSO:5 Ways BigCompanies</p> <p>Can Pivot LikeLean Startups</p> <p>by Brian Millarat fastcodesign.com</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p> as a managerial concept</p> <p>ERIK DANE and MICHAEL PRATT in Academyof Management Review (2007) Writing on the topic of intuition, the authors define it as aectively[emotionally] charged judgements that arise through rapid, nonconscious and holistic associations delineat[ing] intuitionfrom other decision-making approaches.</p> <p>The pivot moment must be recognized for its potentialwhen it arises and intuition plays a key role. </p> <p>Dane, Erik and Michael G. Pratt (2007), Exploring Intuition and Its Rolein Managerial Decision Making, Academy of Management Review, 32 (1), 33-54.</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p> as a courageous act</p> <p>ROLLO MAY (1909-1994) Psychologist/Author Every profession can and does require some creative courage. Inour day, technology and engineering, diplomacy, business, andcertainly teaching, all of these professions and scores of others arein the midst of radical change and require courageous persons toappreciate and direct this change. The need for creative courage is indirect proportion to the degree of change the profession is undergoing.</p> <p>The pivot requires courage and risk taking. Psychologist Mayconsiders these as important components for identifying new directionsand leading change.</p> <p>READ:The Courage</p> <p>to Create(1975) </p> <p>by Rollo May</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p> as a correction</p> <p>FASTCOMPANY.com The Pivot column </p> <p>Is the pivot simply defined as a do-or-die changein direction? Is it just a </p> <p>business survival strategy, or should we consider this </p> <p>as one of many formsit may take?</p> <p>The speed of todays well-funded startups is brutal.</p> <p>But it does allow for changein direction. This seriesexplores those destiny-altering decisions made by companies that have </p> <p>gone on to great success.</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>We see pivot moments asa prime opportunity to study and </p> <p>better understand how thecreative process works and</p> <p>can be optimized.</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>THE PROJECTWere 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 first findings with attendees at SXSW Interactive 2014.</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>Creatives who pivot are those who:</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>PROVOKE.</p> <p>INNOVATE.</p> <p>VIOLATE.</p> <p>OVERHAUL.</p> <p>TRANSCEND.</p> <p>What had to change?What was the turning point?What incited the turn?What made you ready?</p> <p>What was the process, timeline, goal?What was tested but failed?What was the what if moment?Who had a seat at the table?</p> <p>What direction was killed?Who was threatened?How was it attacked?Why did it survive?</p> <p>What made you believe?How did the idea find legs?What systems changed to do this?How quickly did consensus happen?</p> <p>Who is imitating you?What is the industry response?What can you teach about it?Why you?</p> <p>Were asking these questions.</p> <p>Theres A Point That Changes EverythingH O W T R A N S F O R M AT I O N A L M O M E N T S C H A N G E T H E C R E AT I V E P R O C E S S A N D I D E A M A K I N G</p> <p>A 2 0 1 4 S X S W I N T E R A C T I V E P A N E L P I C K E R P R O P O S A L</p> <p>The work continues.</p>