Executive Interviews Podcast: The Cadence of Creativity With Mark Terry
I recently had the pleasure of joining Haley Foster of PodUp for their Executive Interviews series. I got to air my views about how business has got creativity all wrong, which was fun. Here are a few key takeaways:
Creativity thinking is undervalued in business when it has the potential to be a key commercial differentiator.
Creatives don’t just pitch up with a pencil. Creativity involves a range of skills and techniques. Many are considered ‘soft’, but these too are learned, updated, added to and honed over time with experience. In this respect, creativity is no different from any other business discipline.
We need to change the conversation around creativity, how we talk and think about it in business. Creativity involves thinking differently, laterally. Consequently, diversity of thought is key to creativity, as is time for ideation, incubation and iteration.
Diversity of thought not only aids audience engagement but also leads to weird and wonderful connections being made, not to mention more robust results. It’s no coincidence that NASA’s problem solving processes make use of ‘lateral experts’.
/
We need to change the conversation around creativity, how we talk and think about it in business. Creativity involves thinking differently, laterally. Consequently, diversity of thought is key to creativity, as is time for ideation, incubation and iteration.
Lateral thinking is the key to new innovations and common to many of today’s most successful brands.
Those businesses that undervalue creativity and deny it representation at board level are at risk of falling into the ‘imagination gap’.
It’s our job as creatives and lateral thinkers to bring the imagination gap to life by showing our colleagues just what they are missing without creativity. To do this we need to take a leaf out of Crispin Manners’ ‘How to sell value’ manual which is a great insight into how to pitch the business benefits of a comms skillset.
NEO has spent a lot more time over the last year working on consultative projects and helping clients to harness the power of creativity. We don’t often get to talk about our work – so it was good to have the opportunity to wax lyrical on this subject. Thanks, Hayley!
https://executiveinterviews.podup.com/podcast/the-cadence-of-creativity-with-mark-terry
Dive into the world of creativity and innovation with Mark Terry, founder of London-based creative B2B agency NEO and a fractional creative director with over 20 years of experience. In this episode, Mark shares his journey from music and art school to becoming a driving force behind Mintel’s transformation into a business super brand. Discover why Mark believes creativity is undervalued in business and how diversity of thought can be a game-changer in the boardroom. Mark also dives into the fascinating world of AI in creativity, offering insights into its potential and limitations. As a business leader, creative professional, or simply curious about the power of imagination, this episode is packed with invaluable wisdom and inspiration to fuel your own creative journey.
As well as on PodUp’s platform, the piece was also published on YouTube, Apple, Spotify, Pandora, iHeartRadio, Player FM, Amazon Music, Podcast Index, Podcast Addict, Podchaser, Pocket Casts, PodBean, and JioSaavn.
The magicʼs in what we do together
We will be your partner for inspiring content, data visualisations and brand design. Add our independent thinking to your capabilities for alchemy that delivers creative gold – from concept creation and ideation through to execution and delivery.
We’ll work closely with you to create the kind of chemistry that makes you shine.
Let’s start the alchemy
