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Creative Traits Scorsese & Xerox Style

12/01/2011 By Jayme Soulati

What are the traits of creative people? Not sure I can nail this, but I’m going to present and discuss characteristics of two people, one a Hollywood producer/director, and the other a CEO of a Fortune company. These two respected professionals come to us direct from my fave ‘zine you all know, Fast Company.

Let me introduce you to some of the personality traits of Ursula Burns, CEO of Xerox and the “first African-American woman to lead a U.S.  company of Xerox’s size and influence,” according to Fast Company. Extracted directly from Fast Company, these are the words and phrases written to describe this accomplished woman:

>>She has the courage to tell you the truth in ugly times.

>>Being direct is her calling card.

>>She’s not a protocol kind of person, and is always willing to push the button herself.

>>She had an early aptitude for math; has guts and intelligence with outspokenness and keen business insights.

>>She has radical honesty she doles out, but with an overlay of Zen.

>>She has become a listener-in-chief, and she’s had to learn to temper her outspokenness with the help of good coaching.

>>Her mother influences her to this day, and Burns tells of the woman who washed and ironed clothes for money and bartered for services to provide healthcare for her three children. She says she recalls her mom as supremely confident and someone who expected great things from her kids.

You may wonder if Ms. Burns is really creative or just a #RockHot business woman. She has obvious traits that support that premise. In my earlier post this week, Thinking About Creativity, I ponder whether creativity is instinctual, innate or intelligent. With the example of Ms. Burns I’m thinking YES. (I could’ve featured Conan O’Brien here, too; another poster child for creativity.)

FROM HOLLYWOOD

Martin Scorsese is the December/January cover story for Fast Company, and upon reading half his story (How To Lead A Creative Life) he inspired this post.  After all, who else  can be labeled the most consummate creative and greatest film director ever? Interestingly, from the story on Ms. Burns it was easier to extract her exact character traits; however, this list, about someone  undoubtedly creative, is more esoteric about character. It ought to get you thinking, though.

(Again, these words and phrases are extracted directly from Fast Company.)

Martin Scorsese was interviewed on the eve of creating his first 3-D kids film, Hugo, and here are some of the things he and his colleagues were quoted as saying about him:

>>Panicked about hitting a deadline and has to tame the neurotic beast of self-doubt and frets every little detail.

>>Can’t make up his mind, still gets obsessed, still gets crazed by the same kinds of things that make any creative type nuts.

>>He’s in the business of crafting a creative life, and he adheres to a few rules:

………….Respect the past.

………….Trust your confidants, (a director’s creative process is largely collaborative) but not too much. (Important to know when a collaboration has run its course as well as when to accept criticism and when to say no.

………….Play the corporate game (Sometimes you have to give in to the system.)

………….Defy them when you must.

………….Find another outlet, or eight.

………….Give back and learn.

>>He was never interested in the accumulation of money and never had a mind for business (direct quote).

>>He is a generous mentor; a regular guy and finds something positive with everything.

If I didn’t know which list belonged to whom, I’d pick the Scorsese list for Burns and vice versa. My observation is that Scorsese adheres to a set of survival guidelines for his creativity to thrive, and Burns’s personality and character are from where she derives her creative business style.  After reading about Ms. Burns, she reminds me more of marketing or PR type (we’re often labeled as creatives).

This could be a royal stretch in futility, but it was fun — to quote my fave Aussie curmudgeon Leon Noone.

Certainly creative traits for “creative” (who says) people cannot be nicely packaged, yet there may be a common thread and I’m going to call that…(please complete this sentence…what word describes the common thread?).

 

 

Filed Under: Marketing, Thinking Tagged With: Creativity, Scorsese, Xerox

Thinking About Creativity

11/29/2011 By Jayme Soulati

Credit: MindysBookWorms.org

I’m on a quest to define creativity. Is it innovation, or are there differences between the two? I wrote recently about the need for PR and marketing to be more creative when it comes to putting a social media marketing plan together. Then I gave a list of nine tools available from which to select.

That’s really not creativity; that’s merely being smart about researching the space to see which tools fit the required strategy.

Then I read Inc. magazine about Stan Richards, founder of The Richards Group, an ad agency behind some of the most creative and controversial campaigns in advertising. (P.S. If you want to see one of THE MOST creative websites I’ve seen in awhile, hit his agency link, and here’s a link to his book, The Peaceable Kingdom.)

“Creativity doesn’t need a muse; it needs a drill sergeant,” he said.  Richards’ firm adheres to strict rules:

>>8:30 a.m. prompt start to the day

>>Accounting for each quarter hour or be docked $8.63 from pay

>>On time to meetings or risk being shut out

>>Close of business is 6 p.m.; go home

The man posts billings of $1.28 billion; he owns the most successful independent shop ever. Hats off, Stan!

Is creativity innate? It’s my humble thinking that the mind hinders creative embellishment. When your mind blocks your actions, you become inhibited. There is no comfort in your own skin; you fear making the wrong move, saying the wrong thing, looking like a fool (to yourself) among company.

Now put these thoughts into a company brainstorm where the team is attempting to define the big idea. (PR is all about the big idea.) Instead of being the first to say, “what about…” you tag team off someone else and slowly open your mind to new ideas.

Perhaps creativity is confidence. Stan Richards says creativity is discipline and regimented rules.

As a blogger it’s more imperative to be creative than ever before. This is my 252nd post; not so sure it’s a milestone of any sort, but looking back on a bloggers’ life, each post came from somewhere. The inspiration people take so lightly is actually extremely serious.

So, creativity also requires the ability to be inspired.

I’ll share about me a bit because it’s relevant. My mind has always been creative; I visualize the look of interiors in color and how a brochure should be designed with the raw copy in front of me. I hammer a nail on the wall eyes only and plop art perfectly in place (heh, perfectly to me because slightly askew fits my out-of-the-box persona). A steady stream of ideas leads to the ability for strategic brainstorming and also the ability to drill into segments and enhance each with detail.

With all that said, can we assume creativity is innate? Born in some and not others? Given as a gift to right brain thinkers while left brains lead with logic? Here are some of the conclusions from above, and I’m hoping you’ll add your thoughts to help with this discussion:

>>Creativity requires an open and unhindered mind.

>>Creativity requires inspiration and the ability to be inspired.

>>Creativity is confidence.

>>Creativity is innate.

>>Creativity is not innovation.

Please share your thinking, because more thinking also leads to a higher level of creativity.

Filed Under: Thinking Tagged With: Creativity, Innovation

We’re Defining PR Again

11/28/2011 By Jayme Soulati

I know you saw the news that PRSA determined the timing is right to modernize its definition of PR. I was ecstatic about this (and life got in the way of my ability to blog quickly), and I’ll tell you why.

For those of you in the community who’ve been faithful followers, you’ll recall our endeavor to define PR in spring 2011. Not sure why I embarked on this journey, but it was amazingly frustrating and rewarding at the same time.

The culmination of the experience of some 15 blog posts by global input (including many, many insightful comments from PRSA, mind you) is this post right here, “We’ve Defined PR, By Jove!” Upon reading it fresh this morning, I am happy to say that I like/love the definition we toiled to create:

PUBLIC RELATIONS HELPS PEOPLE

SAY THE RIGHT THINGS TO THE RIGHT AUDIENCES

AT THE RIGHT TIME AND IN THE RIGHT WAY.

What do you think? Does this still resonate with you?

Throughout the entire intense series we tackled, one of the posts was about the very un-modern and archaic definition by PRSA of public relations. I directly admonished them, and others whole-heartedly agreed. May we take some credit for nudging PRSA to the edge on redefining our profession? I’m saying YES! (Makes me a proud practitioner to have had a hand in helping push this.)

Now, how can you help?

Make it your responsibility to be accountable to your profession. The original blog post at PRSA (although, strangely, comments require moderation) is here where you can see the campaign launch announcement.

Go directly to PRSA here and submit your definition of PR by Dec. 2, 2011. (Interestingly, and I fully agree, a commenter suggested this was a failure by PRSA to announce the campaign so close to and during a holiday week; indeed, timing is a bit odd.)

A word cloud is forming now on the PRSA website and tweets are being captured at #PRDefined with all the key words we’re coming up with.  While I didn’t use a word cloud to help us come to somewhat of a consensus, I know how hard we toiled to make our definition as general and as  specific as we could with respect to the purists and the integrated marketers in our midst.

Will be fascinating to watch what comes of this project. Anything is an improvement over what we’ve had for decades. Stay tuned!

Filed Under: Public Relations Tagged With: PR Defined, PRSA

Entrepreneurship

11/16/2011 By Jayme Soulati

I have always wanted to have a one-word title; here it is. I spoke yesterday on entrepreneurship to DeVry University in Dayton. The class was small, and I think I nearly gave one woman a conniption when I began to throw my energy into the classroom, but I had fun. No slides, just extemporaneous yak.

I helped one woman better brand her cake business; when she gave me its name, it sounded like kaka…so, I suggested something else, and she agreed. Another woman had a dream to be in the shoe business; I cringed and plowed ahead with these thoughts:

>>Research and understand your potential customer

>>Look at what’s trending in shoes today and how your product can be different (she wanted to be unique with shoes)

>>Conduct market analysis about the type of attire worn in the market (Dayton is a casual city)

>>Look at what people are buying that is different — textiles, artisan, African art and fair trade products

>>With all that on-the-spot thinking, I suggested she go into the flip flop business with all the matching accessories.

 

Here’s a bit of a debrief about my thoughts on being in business for yourself.

Filed Under: Business Tagged With: Entrepreneurship

Marketer Alert: The Un-Coupon Campaign

11/15/2011 By Jayme Soulati

What’s in your mail every day? If you’re like me at this time of year, you’re (not your) being inundated with coupons — lots and lots of coupons. Every retailer is gearing up for Black Friday and the big box brick and mortars are even fighting about it with employees up in arms about having to report to work at 3 a.m. or stay until midnight.

The offers are amazing — free panties from Victoria Secret; 40% off at The Gap and its sisters; 20% off all weekend at Kohls and $5 off at Target if I buy its toys; LL Bean; JC Penney, Sears, Eddie Bauer, Fannie May, and the list goes on and on.

Exasperated

I am overwhelmed. Are you? As a consumer, I’m saturated with coupons, discounts and BOGO offers. I can’t even look at a catalog without wondering about which deal is best; heck, at the checkout, it’s the battle for the best deal, and you better hope the sales clerk knows how to navigate splitting your order so you can get the lowest price. The coupons I do bring in often don’t work because there’s a cheaper deal in the store. It’s astonishing, and I’m wondering how these companies will make revenue numbers?

I’m sick of discounts! And now consumers won’t shop without them, but I’m ready for a change — something like deleting all your Twitter followers, and it goes like this…

Marketer Alert

Here’s what I propose — the un-coupon campaign. Tell me, marketers and advertisers, that your retail and consumer products company:

>>Has no coupons

>>Has no deals

>>Has products of only the highest quality

>>Your customer service is off the chain

>>You value my business and appreciate me

    I cannot spend enough money to take advantage of all the deals walking through my door. In fact, because I’m drowning in coupons, I keep them and never use them. They  get lost on my cluttered table; I forget them on the counter, and then they expire. My over stimulation for deals means I don’t care any more.

    I’m ready to pay full price if you just guarantee the quality of your product and the customer service that goes along with it. Anyone else feeling a bit of coupon malaise?

    Filed Under: Marketing Tagged With: coupons, deals, discounts

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