According to the most recent figures from McKinsey*companies that integrate creativity, analytics and purpose are delivering at least two times the growth of their peers.
With a looming recession and companies adapting to the new world order of hybrid working, understanding how to harness the power of creativity has never been more important.
With this in mind, Sir John Hegarty is launching The Business of Creativity – a new course to help companies actively boost their creativity.
“Creativity isn’t something that exists alongside your business or something that you plug into occasionally, it is at the core of your business. Front and centre – no matter what product you are developing or selling. It teaches you not only about how to get going, but how to constantly innovate, and how you stay ahead. It IS a muscle that can be trained and is a quantifiable metric” said Hegarty.
The online course will run for 8 weeks and is comprised of four elements: weekly lectures hosted by John, a bi-weekly Q&A with John, curated supporting material and eight inspirational weekly guest speakers. The guest speakers will be business leaders from a range of industries – all of which have used creativity as a core driver to their success
“Businesses require creative thinkers, and today’s market requires this more than ever before. The danger is business leaders are not aware of it,” says Hegarty.
“If you look at the top 10 global companies from 2022, only two remain from the 2012 list, which shows you how fast the world is moving. This simple fact should keep every CEO awake at night.”
Businesses need creativity to cut through.
Even the stats around creativity within marketing are showing a downward trajectory – with marketeers seemingly creating a less engaging product.
For example, the percentage of adults who enjoy the TV adverts as much as the programmes has halved since 1990, down from 28% to 14% in 2018. While the shift to digital media has shortened attention spans making memorable content more important than ever.
“Always remember, the most valuable piece of real estate in the world is a corner of someone’s mind” says Hegarty.
The Business of Creativity course promises to enrich an understanding of creativity and how it can unlock the power of a business, how to foster a creative environment and how to implement creativity, along with the personal habits which actively make creativity a part of your daily life.
“Creativity teaches you how to sustain a culture and sustain it even though you’re not all in the same place. We use examples of that to talk about how you develop a culture, how you can carry out a culture. This is very relevant to the day when we have people working from a small number of locations. It will be important to understand how they operate as a unit when they are not always together in the same room. And as we are almost certainly heading towards a recession it will be creativity that helps you survive. If you can’t outspend your competitors, you can out think them,” concludes Hegarty.
The course will be targeted at marketing, media and comms teams within companies. Over the eight weeks John will aim to unlock the enormous impact creativity can have on a team – covering areas such as mastering the brief, how to nurture and assess an idea, encouraging a creative culture, the art of storytelling and how to overcome the fear of a blank page.
The Business of Creativity will launch on 19th September 2022, priced at £1,495 + VAT per person, with team discounts available. Visit: https://www.businessofcreativity.com/
Source: The Business of Creativity
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