Creative Leadership – Berkeley Uni MBAs

Tuesday, 8 September 2015 - San Francisco

Presentation Summary

Creative Leadership: A Supercharged Approach To Success In Today’s Turbulent Environments Leading a business is about winning, and winning has got tougher because we live in a VUCA world. VUCA RAP SUPERVUCA delivers a brave “now” world, a real-time, on-demand, see-through Age of Now—a thriving eco-system of connectivity, community, and conversation. ERA OF NEW AGE OF…

Read more…


Creative Leadership: A Supercharged Approach To Success In Today’s Turbulent Environments

Leading a business is about winning, and winning has got tougher because we live in a VUCA world.

VUCA RAP

SUPERVUCA delivers a brave “now” world, a real-time, on-demand, see-through Age of Now—a thriving eco-system of connectivity, community, and conversation.

ERA OF NEW

AGE OF NOW

Attention

Participation

Information

Inspiration

Interruption

Interaction

Return on Investment

Return on Involvement

Pumping Markets

Creating Movements

As future business leaders, your challenge is to reframe VUCA as SUPERVUCA. Here’s how we lay down a challenge in New Zealand:

In the Age of Now the role of management—Doing Things Right—is tablestakes. It’s leadership—Doing the Right Things—that defines the winners.

The key to growing and winning in a high-speed Age of Now, where creativity is the driving force, is Creative Leadership,

Creative leaders inspire a creative culture, creative people, and creative ideas that ignite growth.

Here are Three Keys to being a Creative Leader and building a winning business in the Age of Now:

#1      Creative Leaders Share the Dream

Martin Luther King did not say “I have a mission statement.”

He didn’t talk about rules or tactics. He talked about a moral imperative, about the Promised Land. He had a dream.

Dreams are about reaching for the stars, not counting them.

Dreams are at the heart of all great endeavours— from launching a business, to building a brand, to starting a movement.

Revolution begins with language. Change the language, change the conversation.

Language drives purpose, language creates belief, belonging and direction.

A Creative Leader inspires everyone to pursue a shared dream through four things:

  • Responsibility
  • Learning
  • Recognition
  • Joy

#2      Creative Leaders Stay in Beta

Creative leaders have lots of (small) ideas, constantly.

Creative leaders reframe A.D.E. Here’s how most organizations ADE, and what creatively-led organizations do:

A D E:                         From                     To

Assess                       50%                     20%
Decide                       30%                     10%
Execute                     20%                      70%

In the Age of Now, Tom Peters’s credo “Fail Fast, Learn Fast, Fix Fast” is proven every day.

#3    Creative Leaders Create Lovemarks

Technology, information and hardware enable, but emotion converts, making people change direction.

Reason leads to conclusions; emotion leads to action.

Brands are owned by management, marketers and stockholders. Lovemarks are owned by the people who love them.

Do you want to be “respected” or “respected and loved?”

Great Brands were Irreplaceable. Lovemarks are Irresistible.

Brands deliver performance, reputation and trust. Lovemarks add three secrets: Mystery, Sensuality, and Intimacy.

MYSTERY is inspiration, dreams, icons, myths, and stories, past / present / future together… It’s what we don’t know, once-in-a-lifetime experiences, that have most value.

SENSUALITY is sight, sound, scent, touch, and taste, the enthrallers of emotions. Consumers operate on all five senses, and most brands do not.

Is your customer experiencing a sensual journey?

INTIMACY is empathy, commitment and passion. It’s the small touch, the perfect gesture.

Intimacy is unbeatable. 

ENDS


Swedish DMA Conference – Stockholm

Speech

Kevin Roberts closed day one of the Swedish Direct Marketing Association (SWEDMA), an industry and trade association for those that produce or use direct marketing in Sweden. He presents the power of ideas in the Age of Now with four ideas to help Big Data and BIG LOVE come together.

Winning from the Edge – Auckland

Speech

A public event held at University of Auckland presented by The Creative Thinking Project. Kevin Roberts knows all about the business of creativity. As a senior leader in international ideas company Saatchi & Saatchi, and Honorary Professor of Business and Innovation at the University of Auckland Business School, he has many opportunities to see the relationship between creativity and innovation play out in business and learning contexts. He has called creativity the “only unreasonable power” in business. He argues that while other business metrics (quality, price, value, systems) are easily delineated, creativity has almost unlimited potential to differentiate a product or service. The terms ‘creativity’ and ‘innovation’ are often used interchangeably. However, the two terms are not synonymous – so what differentiates them? What roles do creativity and innovation play in the creative process? Do those roles change depending on the discipline, industry or situation?

Leading for Tomorrow and Beyond – Porto

Speech

I’m going to talk about the future of leadership, the defining difference between success and failure. Leadership hasn’t changed much in 5000 years, because it is about human nature. It is about engaging emotional drivers. As ESPN Coach of the Century Vince Lombardi said: “Winning isn’t everything, but wanting to win is.” What has changed…

Read more…

&THEN DMA Conference – Boston

Speech

“Big Data, Meet Big Love” We live in a Connected World. We live in a Connected World. A world where the number of mobile devices exceeds the number of people. Where machines talk back to people and where cars learn to drive themselves. Where Reason meets Emotion, and Big Data meets Big Love. And at…

Read more…

Winning In A High Velocity World – YPO

Speech

Kevin Roberts was the special guest speaker at the YPO-WPO Growing Your Business Program 2015 held at the London Business School. YPO (Young Presidents’ Organization) is a not-for-profit, global network of chief executives connected around the shared mission of becoming Better Leaders Through Education and Idea Exchange™.

Emerging Trends in Retailing: Emotionally Connecting with Shoppers

Speech

Kevin Roberts’ keynote on ‘The Power of Emotion’ at the fourteenth annual Emerging Trends in Retailing Conference. Held at the University of Arkansas by the Center for Retailing Excellence within the Sam M. Walton College of Business, the conference theme was ‘Emotionally Connecting With Shoppers’ and focused on the importance of emotionally connecting with shoppers to drive sales and deliver outstanding business results for brands and retailers.

Winning in the Age of Now – ESOMAR

Speech

Kevin Roberts returns to ESOMAR ‘What Inspires?’ Congress 2014 with an optimistic message about the role of Big Love amidst a sea of Big Data. Winning remains the #1 imperative of business, but in this hyper-connected and digitally enabled world, “winning” has a much broader meaning than coming first or beating expectations. Ideas, velocity and the ability to emotionally inspire people to participate in your brand conversation are at the heart of the new domain of creative leadership.