TEDxNapoli - David Parrish - a-Creativity: i-Creativity

Summary

The speaker explores the multifaceted nature of creativity, distinguishing between 'artistic creativity' and a broader 'creative ingenuity' that manifests in problem-solving across various fields. Emphasizing the importance of creativity in crisis, the talk encourages embracing both artistic and innovative thinking to achieve unique success, suggesting the term 'I-creativity' for the latter. Examples include B Calypso's strategic piracy, art galleries' cooperative competition, and Steve Messon's funding through tourism promotion, illustrating how combining creativity with business acumen can lead to remarkable outcomes.

Takeaways

• 🌟 Creativity is not limited to the arts but also includes problem-solving, ingenuity, and innovation across all fields of human endeavor.
• 🎨 The term 'artistic creativity' encompasses visual arts, music, design, architecture, fashion, and computer games, which are the foundation of the creative industries.
• 🤔 The broader concept of 'creativity' includes lateral thinking and problem-solving skills that are essential in agriculture, science, politics, education, healthcare, and even warfare.
• 🚀 Some of the most innovative solutions in human history have emerged during times of crisis, highlighting the importance of creativity in overcoming challenges.
• 👨‍🎨 Historical figures like Leonardo da Vinci, Michelangelo, and Shakespeare exemplify artistic creativity, while modern examples include fashion, design, and cinema.
• 🔄 The speaker suggests distinguishing between 'a creativity' (artistic) and 'i creativity' (ingenuity) to clarify the different applications of creativity.
• 💡 Creativity can be applied to business practices, such as marketing, finance, and management, leading to unique successes that align with individual or organizational values.
• 🌐 The speaker emphasizes the importance of learning from other sectors and combining artistic creativity with smart business thinking to achieve success.
• 🔗 Examples provided include a Brazilian music group working with pirates for promotion, art galleries in Vietnam cooperating for mutual benefit, and a British artist securing funding through innovative marketing strategies.
• 🌱 The message encourages embracing and respecting both forms of creativity to unlock potential and achieve success, especially during times of crisis.

Q & A

What does the speaker suggest is the relationship between creativity and crisis?

The speaker suggests that creativity loves a crisis and that some of the most creative solutions in human endeavor have come about during times of crisis.

What are the two types of creativity mentioned in the script?

The two types of creativity mentioned are 'artistic creativity' which includes visual arts, music, design, architecture, fashion, and computer games, and 'I creativity' which refers to ingenuity, innovation, invention, lateral thinking, or problem-solving in various fields.

Why does the speaker argue that the term 'creativity' can be confusing?

The speaker argues that the term 'creativity' can be confusing because it has at least two meanings: one that implies artistic creativity and another that refers to a broader sense of ingenuity or problem-solving. This dual meaning can prevent a comprehensive discussion of creativity.

What examples of artistic creativity does the speaker provide?

The speaker provides examples of artistic creativity such as the art of Leonardo da Vinci and Michelangelo, the literature of Shakespeare, the music of Mozart, and modern classics in fashion, design, and cinema.

How does the speaker define 'I creativity'?

The speaker defines 'I creativity' as a broader form of creativity that includes ingenuity, innovation, invention, lateral thinking, or simply problem-solving, and can be found in all fields of human endeavor.

What is the problem the speaker identifies with the term 'creative' in the English language?

The problem identified is that the term 'creative' in the English language tends to imply artistic creativity, leading some people to believe they are 'not creative' if they don't possess artistic talent, despite potentially being highly creative in other fields.

What does the speaker propose to differentiate between artistic and broader creativity?

The speaker proposes using the term 'A creativity' for artistic creativity and 'I creativity' for the broader kind of creativity that includes ingenuity and problem-solving.

Why does the speaker believe that 'creatives' often switch off their creativity in business settings?

The speaker believes that 'creatives' might switch off their creativity in business settings because they think business is boring or not creative, denying the existence of creativity outside the artistic field.

What is the metaphor 't-shirts and suits' referring to?

The metaphor 't-shirts and suits' refers to the combination of artistic creativity ('t-shirts') and smart business thinking ('suits').

What are some examples given of combining 'A creativity' and 'I creativity'?

Examples include the Brazilian band B Calypso working with music pirates, two art galleries in Vietnam cooperating to sell art online, and British artist Steve Messon securing funding for his sculptures by promoting them as an advertising opportunity.

What is the speaker's conclusion about the importance of recognizing and respecting both types of creativity?

The speaker concludes that by recognizing and respecting both 'A creativity' and 'I creativity', we can open our eyes to amazing possibilities in all fields, adapt these ideas to our purposes, and achieve our own version of success, especially in times of crisis.

Outlines

00:00

🎨 Artistic and General Creativity

The speaker begins by discussing the importance of creativity during times of crisis, highlighting that some of the most innovative solutions have emerged from challenging periods. They differentiate between artistic creativity, which encompasses the visual arts, music, design, architecture, fashion, and computer games, and a broader sense of creativity, which includes ingenuity, innovation, invention, lateral thinking, and problem-solving. Examples of the latter are provided, such as the creation of the London Underground, the Australian School of the Air, and the high-jump technique of Dick Fosbury. The speaker points out the terminological confusion between artistic creativity and broader creativity, suggesting that the latter is often overlooked despite its prevalence and importance across various fields.

05:00

🤝 Combining Artistic and Business Creativity

The speaker proposes the terms 'I-creativity' for artistic creativity and 'E-creativity' for broader creativity, emphasizing the need for those in creative fields to learn from other sectors. They argue that creativity is not confined to the arts and that even those who do not consider themselves artistically creative can be highly innovative in other areas. The speaker, drawing from personal experience as a management consultant, notes a tendency for creative individuals to switch off their creativity when dealing with business aspects, suggesting that this is a missed opportunity. They advocate for the combination of artistic creativity with smart business thinking, using the metaphor of 'T-shirts and Suits' to illustrate the point.

10:04

🚀 Case Studies in Creative Business Strategies

The speaker presents case studies to illustrate the successful integration of artistic and business creativity. In Brazil, the band B Calypso turned music pirates into a marketing channel, providing them with advance copies of their CDs to create buzz for their concerts. In Vietnam, two competing art galleries cooperated to set up an e-commerce website, expanding their customer base. British artist Steve Messon secured funding for his sculpture project by pitching it as a tourism and advertising opportunity. These examples demonstrate how creativity can be applied in business strategies to achieve success, even during times of crisis.

15:05

🌟 Embracing Creativity in All Forms

In the concluding paragraph, the speaker calls for a celebration and exploration of creativity in all its forms, across all fields of human endeavor. They encourage the recognition and respect for both artistic and broader creativity, suggesting that by doing so, we can unlock amazing possibilities. The speaker emphasizes the importance of adopting and adapting creative ideas to fit our values and objectives, thereby achieving our own version of success. The message is one of optimism and empowerment, suggesting that creativity is a universal tool that can be harnessed to overcome challenges and achieve goals, especially during times of crisis.

Keywords

💡Creativity

Creativity is defined as the use of imagination or original ideas to create something; it is a broad concept that encompasses artistic creation as well as innovative problem-solving. In the video, creativity is discussed in two forms: 'artistic creativity' and 'ingenuity' or 'innovation'. Artistic creativity is exemplified by the works of da Vinci, Shakespeare, and Mozart, while 'ingenuity' is shown through practical solutions like the London underground railway system and the Australian School of the Air. The video emphasizes that creativity is not limited to the arts but is a vital aspect of all human endeavors.

💡Crisis

A crisis is a time of intense difficulty, trouble, or danger. The video suggests that crises can be catalysts for creative solutions, as they often demand innovative thinking to overcome challenges. The script mentions that some of the most creative solutions in human history have emerged during times of crisis, indicating that adversity can stimulate creative responses.

💡Artistic Creativity

Artistic creativity refers to the creative process in the arts, such as visual arts, music, design, architecture, and fashion. The video uses examples like the art of Leonardo da Vinci and Michelangelo, and the music of Mozart to illustrate artistic creativity. It is a form of creativity that is often associated with the creative industries and is recognized for its aesthetic and cultural value.

💡Ingenuity

Ingenuity is the ability to solve problems in a clever or original way. The video discusses ingenuity as a form of creativity that is not necessarily artistic but is still innovative and effective. Examples given include the creation of the world's first underground railway system and the Australian School of the Air, which provided education to isolated children through radio.

💡Innovation

Innovation is the process of introducing new ideas, methods, or products. The video connects innovation with creativity, suggesting that innovative thinking is a form of creativity that can lead to significant advancements. It is mentioned in the context of problem-solving and the development of new solutions, such as the high-jump technique used by Dick Fosbury.

💡Lateral Thinking

Lateral thinking is a method of creative problem-solving that involves looking at problems from different angles and exploring many possible solutions. The video mentions lateral thinking as a type of creativity that can lead to unconventional solutions, which is essential for tackling complex challenges.

💡Problem Solving

Problem solving is the process of finding solutions to problems. The video emphasizes problem-solving as a form of creativity, particularly in the context of 'eye creativity' or ingenuity. It is highlighted as a critical skill across various fields, not just the arts, and is essential for navigating and overcoming challenges.

💡Success

Success in the video is defined as achieving a goal or accomplishing something in a satisfactory or superior way. It is personalized, meaning that success is unique to each individual or organization and is determined by their own objectives and values. The video encourages the audience to define success on their own terms and to use creativity to achieve it.

💡T-shirts and Suits

The metaphor 'T-shirts and Suits' is used in the video to represent the combination of artistic creativity and business acumen. It suggests that one can be creative in both the artistic sense and in the practical aspects of running a business. The video provides examples of how individuals and organizations have successfully merged these two aspects to achieve their goals.

💡Cooperation

Cooperation is the act of working together towards a common goal. The video discusses cooperation as a form of 'eye creativity', where competitors can work together for mutual benefit. It is illustrated by the example of two art galleries in Vietnam that collaborated to sell their art online, leading to increased sales for both.

💡E-commerce

E-commerce refers to the buying and selling of goods or services using the internet, especially for business. The video mentions e-commerce as a platform that can be used creatively to expand markets and reach a wider audience, as demonstrated by the art galleries in Vietnam that set up an online store to sell their art internationally.

Highlights

Creativity is especially important during times of crisis.

Creativity encompasses both artistic creativity and a broader concept of ingenuity and problem-solving.

Artistic creativity includes various fields such as visual arts, music, design, and architecture.

Examples of artistic creativity range from historical figures like Leonardo da Vinci to modern fashion and design.

The broader concept of creativity, or 'eye creativity', includes innovation, invention, and lateral thinking.

Innovative solutions like the London underground, the Australian School of the Air, and the Fosbury Flop exemplify 'eye creativity'.

The terminology of creativity can cause confusion due to its dual meanings.

The word 'creativity' is often associated with the arts, overshadowing its application in other fields.

The speaker suggests using 'air creativity' for artistic creativity and 'eye creativity' for broader ingenuity.

People with 'air creativity' can learn from those in other sectors, and vice versa.

Creatives often switch off their creativity when dealing with business aspects, which is a missed opportunity.

Combining artistic creativity with smart business thinking is crucial for success.

The metaphor 't-shirts and suits' represents the fusion of artistic and business creativity.

B Calypso in Brazil turned music piracy into a marketing strategy by collaborating with street vendors.

Two art galleries in Vietnam cooperated to create an e-commerce website, expanding their market reach.

British artist Steve Messon used 'eye creativity' to secure funding for his sculptures through tourism promotion.

Recognizing and respecting both 'air' and 'eye' creativity can lead to unique successes in various fields.

Celebrating and exploring creativity in all its forms can lead to more successful creative businesses and projects.

Transcripts

chiao tedex

Napoli creativity loves a

crisis especially at times of Crisis we

need

creativity indeed some of the most

Creative Solutions in human endeavor

have come about at times of crisis

but what do we mean by the word

creativity well there is artistic

creativity the visual arts

music

design

architecture fashion computer

games these are the kinds of artistic

creativity on which the concept of the

creative Industries is

based

there are many examples of artistic

creativity various and obvious ones from

the art of Leonardo da Vinci and

Michelangelo to the literature of

Shakespeare to the music of

mozard in more recent times there are

modern Classics in the area of fashion

design and Cinema

but there is also a more General meaning

of the word

creativity a creativity that could be

described as

Ingenuity

Innovation

invention lateral thinking or simply

problem

solving we can find this kind of

creativity in all fields of human

endeavor in agriculture culture in

science in

politics in

education in health care and in

Warfare here are just a few examples of

that wider kind of creativity that we

might call

Ingenuity sending steam Trends through

tunnels under the Streets of London to

create the world's first underground

Railway

system providing education By Radio to

Children isolated in the farms in the

outback through the Australian school of

the

air winning Olympic gold in the high

jump by leaping over the bar

backwards as dick Fosbury

did and brokering small loans to people

to set up businesses in some of the

poorest countries of the world through

the not for-profit organization

Kea and there are thousands more

examples like this of human

Ingenuity these are all ingenious

Innovations but we would never call them

artistic and yet they are Creative

Solutions to human problems

the fact is creativity is

everywhere but we have a problem of

terminology the word creativity has two

meanings at

least and this can cause confusion and

can prevent us from discussing

creativity in the widest way possible

possible and in the most useful way

possible in the English language the

word creativity tends to imply artistic

creativity you might say that the word

creativity has been hijacked by the

world of the

Arts consequently some people will say

they are quote not

creative by which they mean they don't

have any artistic

talent and yet they might be ingenious

Engineers Innovative

educationalists or inventive in the

field of

Agriculture ironically some of the most

creative people do not associate

themselves with the word

creativity and that's what I meant when

I wrote in my book

book that creativity is not the Monopoly

of the

artist so for the sake of

clarity let's use two different

terms I

suggest air

creativity to mean artistic Crea

creativity of all

kinds and also eye creativity for that

wider kind of creativity that we might

call

Ingenuity people with air creativity

have a lot to offer to the world to

Society at

large and they can help in all kinds of

ways but at the same time people with

air creativity have a lot to learn from

other other people in other sectors of

society they I should say we because I

include myself in that category have a

lot to learn from other sectors beyond

the creative industries from people

working in science politics education

agriculture

Etc frankly we need to get out

more in my experience

working as a Management Consultant

advising creative Enterprises in

countries all around the

world I find that many people who label

themselves as

creative the creatives that these people

are highly creative in the

studio but when they move into the

office to do the business kind of things

they somehow switch off their

creativity perhaps they think that

business is

boring perhaps they think that business

is not

creative in doing so they deny that

creativity exists anywhere outside the

artistic

field the fact is all of us need to use

this kind of eye

creativity especially in times of Crisis

to make our businesses our organizations

and our projects even more

successful and when I use the word

success I mean success that we Define

for

ourselves a unique kind of success that

fits our own objectives our own

values so that we can be find that

unique uh kind of success that relates

to our

endeavors the fact is we can be creative

in the studio and we can be creative

also in the

office in other words we can be creative

in the way that we

invent creative uh goods and

services but we can be also creative in

the way that we manage our

Enterprises yes we can

combine artistic

creativity and smart business

thinking and that's what I mean when I

use the metaphor t-shirts and

Suits here are a few examples of how

people have combined air creativity and

eye

creativity in other words have how they

have put

together artistic creativity and smart

business

thinking in

Brazil B Calypso found that people were

pirating their music and selling

CDs without their permission on street

corner

stalls they could have tried to stop

this IL legal practice of

pirating but instead they used eye

creativity to think

differently they recognized that they

could work with the Pirates rather than

against

them they decided that they could use

these Pirates as their marketing

department so instead of stopping them

they encouraged them they actually sent

the masters of their CDs in advance

to Street Corner vendors they even sent

masters of the artwork so they could

make a good job of these pirated

copies and by doing that they were able

to build an audience for their gigs

before they arrived in the city the

result was that their concerts were

always full with these new fans and as a

result they had made so much money that

they now fly from City to City in Brazil

in their own private

jet so they combined their musical

creativity with business creativity they

are an example of how you can combine

artistic creativity and smart business

thinking in Vietnam two art galleries in

hoochi Min City Saigon were competing

for two tourist

customers they were

competitors but they also recognized

using eye

creativity that they could work together

for Mutual

benefit they decided that they could

cooperate with competitors they used

this idea of

cooption cooption is a word a hybrid

word that creatively Blends cooperation

and

competition by working with the Enemy

you can benefit and they decided to set

up an e-commerce website to sell the art

from both of their galleries online to a

wider audience

internationally as a result both

galleries sold more

paintings and so sometimes it Mak makes

good business sense to cooperate with

your

competitors British Artist Steve

messon creates wonderful

sculptures sometimes with a grant from

public bodies such as the Arts Council

of

England but nowadays in times of Crisis

is much more difficult to get

grants so instead of giving up he used

his eye creativity to think about

ingenious solutions to how he could fund

his

projects He devised the sculpture

project called the

drop the drop is a is a a sculpture a

huge drop of water that was to be

installed in specific locations in the

English Lake District he realized he

could use used this sculpture to promote

tourism so he went to the marketing

department of the tourist authority to

talk about his sculpture not in terms of

its artistic Merit but in terms of

Commerce and the advertising opportunity

it would give them and he made business

cases so that they then invested £35,000

that's about €40,000

in his project as an investment in

publicity in terms of advertising

equivalent value in other words they

could get more publicity by investing in

his sculpture than they could by buying

conventional

advertising his project was funded in

that way and he didn't compromise his

Artistic integrity or his artistic

Vision in any way I congratulate him for

his air creativity but also for his eye

creativity so let's use eye

creativity let's learn from other

sectors beyond the creative Industries

beyond the world of the Arts about how

we can be ingenious in terms of raising

Finance how we can be inventive in the

way that we create joint

ventures how we can be imaginative

in the way that we do our marketing by

listening to customers and promoting our

services let's learn how we can use

lateral thinking to sell

internationally Etc and we can learn

these things from other fields of human

endeavor so in conclusion I would say

that first of all by recognizing both

kinds of

creativity and respecting both kinds of

creativity we can open our eyes to

amazing possibilities that exist out

there in all kinds of fields of human

endeavor we can then adopt these ideas

and adapt them to our own specific

purposes to make sure that they fit with

our values and our objectives so that we

can achieve our own version of success

so let's celebrate creativity in all its

manifestations let's explore creativity

everywhere in all fields of human

activity let's recognize and respect not

only air creativity but also eye

creativity in this

way even in times of

Crisis especially in times of crisis we

can make our creative

businesses cultural projects and social

movements even more

successful good luck thank

[Applause]

you