Uncensored CMO6 Jan 2022

How to be more creative - Kev Chesters

Kev Chesters is the co-founder of Harbour Collective and co-author of "The Creative Nudge: Simple Steps to Help You Think Differently". Previously Kev has been Chief Strategy Officer at Ogilvy UK, Head of Planning at W+K and Planning Director at S&S.

What we covered in this episode:

How Kev got sued by Dr Dre
Bumping into famous people in urinals
Why creativity in business really matters
The power of advertising to sell jeans
Why creative is not the same as making ads
The creative power of business constraints
How dancing horses can sell mobile tariffs
The feel good power of internet memes
Why creativity is the underdog’s most competitive advantage
How short deadlines actual reduce creativity
Why nothing good ever came out of a workshop
The importance of never giving up
Jon’s most creative achievement with no budget
What would you do if your budget was your Dad’s money
The power of discontent to drive creativity
How being scared signals real creativity
The tyranny of average that holds us back from being brave
Why creative is the only key to progress
How to create the conditions for creativity to thrive
Why anybody can be creative in the broadest sense
The twin conspiracy of biology and societal conditioning
The power of positive dissent and why consensus should be killed
Why ‘the meeting’ is never the actual meeting
What you can learn from the Devil’s advocate
The importance of failure to our success
Getting used to the feeling of fear
Creative nudges that will help you become more creative
How algorithms are great for efficiency but terrible for exploration
The importance of being unreasonable
What we can all learn from Lady GaGa

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