To thrive in today’s dynamic and unpredictable business environment we need novel ways of doing things, whatever the economic climate. So in an age when traditional skills can be outsourced or automated, creative thinking skills are highly sought after. We train and develop employees at all levels to think creatively and solve problems. We do this by helping them understand their creative strengths and take new approaches to business issues. Often this involves a significant degree of change – unlearning existing ways of working to adopt a more flexible, curious approach. To ensure these new skills and behaviours are fully utilised and recognised, we also help organisations integrate innovation-friendly working practices into corporate HR policy. This includes how to promote and reward creative thinking, how to integrate this into appraisals and performance reviews, and how to recruit for innovation.

1. Helping you harness
the awesome power
of human creativity.

2. Let’s start with why.
Today it's resourcefulness, not
resources, that drives competitive
outcomes. Creativity doesn't
always beat big, but that's the
way to bet. Gary Hamel
Our findings demonstrate a
robust correlation between highly
innovative, diverse companies
and market growth. Center for
Talent Innovation
The vast majority of executives, 93%, continue to regard
their company’s long-term success to be dependent on its
ability to innovate but at the same time less than one out of
five (18%) believe their own innovation strategy is delivering
a competitive advantage. Accenture, Why “Low Risk”
Innovation Is Costly
Big companies are really bad at innovation because they’re designed to be bad at innovation.
Harvard Business Review
Expansion in the creative industries outstripped the UK
economy as a whole in 2011-12. It is the UK's fastest-
growing sector, worth £71.4bn a year and making up 5.6% of
the workforce. Department for Media, Culture and Sport
8 in 10 people feel that unlocking creativity is critical to economic growth and nearly two-thirds
of respondents feel creativity is valuable to society, yet a striking minority – only 1 in 4 people –
believe they are living up to their own creative potential. Adobe State of Create Study
Creativity and commercial
success go hand in hand. The data
is bulletproof.
Jonathan Mildenhall, Coca-Cola
At most companies, top executives do not feel personally
responsible for coming up with strategic innovations. Rather,
they feel responsible for facilitating the innovation process. In
stark contrast, senior executives of the most innovative
companies—a mere 15% in our study—don’t delegate creative
work. They do it themselves. Clayton Christensen
The best way to predict the future is to create it.
Peter Drucker
Events, threats and opportunities aren't just coming at us faster or with less predictability,
they are converging and influencing each other to create entirely unique situations. These
firsts-of-their-kind developments require unprecedented degrees of creativity—which has
become a more important leadership quality than attributes like management discipline,
rigor, or operational acumen. Samuel Palmisano, CEO, IBM
The best way to help people be creative is to
teach them the methods of creative
thinking. It’s not enough to just tell people
you want them to be more creative. After all,
if you want someone to learn French, you
don’t just tell them you want them to speak
French, and that’s that. You’d send them to
language classes. Sir Ken Robinson

3. This calls for a manifesto!
We’re with John. We believe that creative thinking is not purely a God-given gift; it is a skill, which can therefore
be taught. Granted, some may be more naturally able to call on our creative talents than others, but we can all
add to our creative abilities in order to reach our creative potential.
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Recent research shows 8 in 10 people feel that unlocking creativity is critical to economic growth, yet a striking
minority – only 1 in 4 people – believe they are living up to their own creative potential. Nearly three-quarters
(71%) say creative thinking should be taught.
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Creativity training will help you and your company innovate, work more efficiently, create better teams, enhance
motivation, beat the competition and get the most out of your talented workforce.
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We want you to learn, but we’re realistic enough to know that most people want to make progress and
breakthroughs on current projects too. That’s why our workshops are flexible enough to incorporate problems
and challenges from any organisation or industry. Try us!
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The fact you're reading this document means you're considering working with us - that’s great. We aim to give
you a thorough overview of our services, and have included illustrations of how we work with clients, and how
our content is designed. It’s no substitute for a face-to-face discussion though, so if you like what you read,
please get in touch!
“Creativity is not a talent. It is a way of operating.” John Cleese
Today it's resourcefulness, not
resources, that drives competitive
outcomes. Creativity doesn't always
beat big, but that's the way to bet.
Gary Hamel

4. A typical client’s journey with us
It all starts with a free evaluation - a meeting that explores:
The trial we recommend is our one-day Understand workshop.
Pick up to 12 delegates and we’ll help them gain an appreciation
of their own creative talents and process, enabling them to take
a proactive approach to future creative work.
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This is our core workshop, and underpins much of our other
content. Contact us for costs.
- Results enable the most relevant content to be pitched at the right audience, thus
cuts wastage and improves training ROI
- Ability to compare regions, functions and levels
- A benchmark for measuring our impact
This covers: What we will deliver - How it will benefit you - How it will work - How long it
will take - Who will work with you - What it will cost - How we will measure the results.
!!
vs
! How we might help you get there
We then suggest a trial - to see if you're happy with the way we work and vice versa.
Next, most clients get their employees to complete our measurement diagnostic.
Measurement
Diagnostic:
Online survey that
explores markers for
creative behaviour
Your current situation
where you
want to be
We’ll then write you a detailed plan & proposal.
Once you’ve approved our proposal, we’re ready for rollout.
Each employee receives:
We will work with you to develop the right
messaging to introduce our work. This also
includes working with you to develop
compelling material to encourage buy-in.
We look forward to starting our journey together soon.
Understand takes participants on a journey of
self-discovery, in which they learn how ideas
are generated. This includes how the brain sorts
everything into patterns, and how this can stop creativity
in its tracks. We also cover elements of psychology,
personality and motivation to complete the picture.
Work closely with leadership & internal comms
Establish champions - senior leaders & influentials
Workshop schedule according to proposal plan
Support HR & leadership
We will work with you to develop a
relevant support and recognition
structure for these new behaviours.
• Tailored schedule & background information
• Printed handouts summarising key points
• Regular emails with ongoing challenges, tasks
& insights to embed learning - all related to
content and current role & projects
• Guidelines for further reading & development
• Invitations to Creative Huddle special eventsWe will work with you to identify and
enlist catalysts and early-adopters within
your organisation.
We will create a schedule of activity
that fits with your financial calendar and
strategic objectives.
Regular evaluations
We’ll continue to provide regular evaluations, at
no cost, to deliver recommendations for ongoing
development.
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These are formed from repeated completions of
our measurement diagnostic, as well as some
behaviourally-based assessments that we’ll help
you initiate, designed to assess the impact of our
activity, revealing indicators and markers for
future training.

5. People say nice things
I attended with my team, and we all found it very useful to take time out of our
busy diaries to think about the art of ideation.
Angela Maurer, Head of Innovation, tesco.com
The day was fantastic and offered the attendees a more detailed insight into
creativity than I think they ever appreciated ahead of the event. Very well read
and knowledgeable, and able to capture and educate on such an abstract topic
in a very concise and understandable way for a range of personalities.
Gareth Jones, Welsh Innovation Centre for Enterprise
A highly interactive session, full of energy, insightful ideas and new ways of
working. I have no hesitation in recommending Creative Huddle.
Jane Hague, Excel London
After the session, my colleague and I couldn't stop talking about the new ideas
we had generated in our heads, all of which happened in such a short period of
time. I would recommend Creative Huddle to any company who have reached a
creative stalemate.
Heidi Swain, University of Sussex
Creative Huddle helped develop our creative confidence at London Youth
Games. Over two days they led us through some of the leading thinking in
creativity and got us all engaged in hands on activity specifically aimed at
developing new ideas to solve the most important challenges we face.
Russell Findlay, London Youth Games
Just wanted to say how much everyone got out of Friday’s workshop. It was
immensely stimulating.
Ben Jeffries, marketing manager, The Barbican

6. A creative organisation’s DNA
Corporate hierarchies can stifle innovation. Creative leadership
allows for play and encourages company-wide collaboration.
We help leaders manage
creativity by building skills to
understand and communicate
with talented teams.
Creative
organisations
generate ideas at
all levels, and know
how to produce
when it matters.
Most importantly, leaders
must be able to evaluate
those ideas and turn them
into useful innovations.
Read more about each of these
stages on the following pages.
How our content builds creative businesses

7. Our content
Choose from 10 workshops to suit your ambitions & requirements
Our Creative Skillset workshops start by helping people to understand creativity – what it is, how it
works – knowing these things can help us to understand our own creative abilities and what we can
do to improve them.
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Our Creative Culture workshops help organisations integrate innovation-friendly practices into
corporate HR policy. This includes how to promote and reward creative thinking, integrating this into
appraisals and performance reviews, and recruiting for innovation.
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Great Creative Leadership identifies employees with a creative spark, energy or vision – and works
with them in a way that is designed to realise their potential. But leaders don’t always have to ‘lead’ –
better to give employees the freedom and flexibility to make choices to give them creative control.
Creative Skillset
Creative Culture Creative Leadership
The best way to predict the future is to create it.
Peter Drucker
Our corporate training content is primarily delivered in the form of in-house workshops, which can
be taken as essentials (half-day) or in-depth (full-day). These flexible workshops, with content
designed to be easily tailored to your organisation and industry, break creativity down into 10 areas:

8. Know your creative brain
Because of its unique and personal nature,
creativity means something slightly
different to everyone.
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It is extremely useful to think about how
creativity works, and the most important
aim is to understand our own creativity.
Create exciting new ideas
Outstanding creative thinking is based on
seeing things differently to find a fresh
approach. Sometimes getting to Eureka
takes serious work.
!
Our brains love patterns and habits, so
often we need a few tricks up our sleeves.
The best way to help people be creative is to teach them the
methods of creative thinking. It’s not enough to just tell people you
want them to be more creative. After all, if you want someone to
learn French, you don’t just tell them you want them to speak
French, and that’s that. You’d send them to language classes.
Sir Ken Robinson
Result: participants gain an appreciation
of their own creative talents and process,
enabling them to take a proactive
approach to future creative work.
Result: participants learn a number of
creative thinking techniques to enable
them to generate bigger and better ideas.
A highly engaging and useful workshop.

9. Focus on what matters
Interruptions, blockages, bad time
management and team inefficiency can cause
creativity to be pushed to the margins.
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Productive Creativity helps people fight bad
habits and put a premium on creative time.
Prototype and test ideas
We use prototyping as a valuable creative
thinking technique and explain how it can be
applied to a variety of projects and activities.
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This approach ensures a company pursues
goals of real value and allows shortcomings
to be rooted out by the harshest of tests –
real world experience.
Inventing something cool that can’t be implemented
isn’t creative. Seth Godin
Result: participants learn how to create
effective prototypes and models of their
work to explore problems, receive
feedback and test and refine solutions.
Result: participants learn how to reduce
distractions and procrastination to focus
on creativity. Great for reducing stress as
well as increasing creative output.

10. Describe your thinking
To be able to communicate ideas
effectively you need to express yourself
clearly, concisely and with impact.
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You also need to engage your audience,
whether that audience is one collaborator
or a room full of stakeholders. You need
creative communication.
Be a team player
No man is an island. Clusters of creatives
spark off each other, solving puzzles
together, creating new combinations and
building bigger and better ideas.
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As well as learning how to form teams to
maximise creative performance, we look at
the most productive creative thinking
techniques for teams.
In the long history of humankind (and animal kind, too)
those who learned to collaborate and improvise most
effectively have prevailed. Charles Darwin
Result: participants learn about the
dynamics of successful creative teams,
and about their unique strengths in
teamwork situations. Highly motivating.
Result: participants learn skills involved in
communicating and giving feedback on
ideas, as well as how to engage audiences-
colleagues, stakeholders or consumers.

11. Keep a creative mindset
A person with a creative mindset is open to
new ideas and curious to discover. They
have the motivation and drive to solve
tricky problems and think different.
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This applies to organisations too - who can
foster, stimulate and encourage innovation
through resources and culture.
Drive better brainstorms
Enthusing people to generate, share and
develop their thoughts is an art. Facilitating
better meetings and brainstorms will
transform your organisation’s idea power.
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We like to help our clients run carefully
moderated group sessions where activity is
alternated between collective discussion
and bursts of individual creativity.
Creative confidence can inspire whatever work you
already do - because you gain a new tool to enhance your
problem-solving practices without having to abandon any
of your existing techniques. Tom & David Kelley
Result: participants learn skills and
strategies for running and participating in
idea generation meetings. You’ll love our
short, sharp, focused bouts of creativity.
Result: participants learn how to develop
and maintain a creative mindset - how to
keep questioning the status quo and gain
inspiration from the world around them.

12. Build a creative business
Successful creative organisations balance
both creativity and business.
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Leaders should be able to identify employees
with a creative spark, energy or vision – and
be able to work with them in a way that is
designed to realise their potential.
Gather and choose the best
The ability to recognise an idea’s potential,
and then develop it in the right way, is crucial.
Will it be profitable, will people want to use
it? Can it be tested to prove demand?
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Will it come across any ‘closed thinking’,
resistance or power struggles? Is it right for
the company culture – is there existing
motivation and commitment to deliver on the
idea? Can existing processes and resources
be used, or does it require a new set-up?
Result: participants learn how to develop
creative leadership skills, including how to
find, motivate and reward employees who
demonstrate innovative working practices.
Result: participants practice objectively
appraising ideas, and learn a range of best
practices and strategies to increase idea
submission and adoption in organisations.

13. Our team
A small core, with trusted friends & associates.
James Allen John Harrison Claire Allen
Simon Smith Steve Bustin Andrew Sleigh Paolo Feroleto
Claire Wyatt
Roughly two-thirds of our innovation skills still come
through learning—from first understanding the skill, then
practicing it, and ultimately gaining confidence in our
capacity to create. Clayton Christensen
For virtually all companies regardless of sector, competitive strength and market
growth depend on innovation. Gaining market share and expanding into new
markets hinges on winning over new consumers or clients by identifying unmet
needs and developing new products, services, and systems to fill them. In today’s
fiercely competitive global economy, it is serial innovation that drives and
sustains growth. Center for Talent Innovation

14. Contact us
We like it when people get in touch.
We're based at The Skiff, a nice little place to work in the
middle of Brighton. We work on projects across the UK (and
beyond!), but do enjoy coming back to the coast afterwards.
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Creative Huddle
The Skiff
Gloucester Street
Brighton BN1 4EW
01424 319467
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www.creativehuddle.co.uk
contact@creativehuddle.co.uk
John F Kennedy