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Non-creatives: it's time we redefine creativity.

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Non-creatives: it's time we redefine creativity.

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They are coming for us. The non-creatives, the consultancies in their suits, the software engineers, the AIs and the artificial creative directors. What is left for us, in a world ruled by data, logic and rational thoughts? Or rather, what does it mean to be creative in such a world? Maybe it is just time to redefine what being a creative means, and what our organizations will really need in the future to thrive. Maybe it’s about time, we leave our egos behind. Come and hear from Zélia Sakhi - this year's President of our Interactive, Mobile and Digital Craft jury - redefining what it means to be creative.

They are coming for us. The non-creatives, the consultancies in their suits, the software engineers, the AIs and the artificial creative directors. What is left for us, in a world ruled by data, logic and rational thoughts? Or rather, what does it mean to be creative in such a world? Maybe it is just time to redefine what being a creative means, and what our organizations will really need in the future to thrive. Maybe it’s about time, we leave our egos behind. Come and hear from Zélia Sakhi - this year's President of our Interactive, Mobile and Digital Craft jury - redefining what it means to be creative.

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Non-creatives: it's time we redefine creativity.

  1. 1. Non-Creatives Eurobest November2017- Zelia Sakhi Mobiento Deloitte Digital @ilovegraphics
  2. 2. Who are they? Eurobest November2017-
  3. 3. Production
 Developers Data scientists System architects Consultants
 … Some call them Eurobest November2017-
  4. 4. Technology driven
 Data-based Rationals Rule-followers
 Analytical Pragmatics Eurobest November2017-
  5. 5. We used to live in peace. Eurobest November2017-
  6. 6. It all started with consultancies acquiring creative shops. Eurobest November2017-
  7. 7. They just wanted to look cooler. Eurobest November2017-
  8. 8. Technology +
 Data Eurobest November2017-
  9. 9. Then Marcel came. Eurobest November2017-
  10. 10. It was only about optimisation, 
 or so we thought. Eurobest November2017- And soon enough. 
 Technology took over.
  11. 11. At first, 
 they attacked design. Eurobest November2017-
  12. 12. But then, they came after ideas. Eurobest November2017-
  13. 13. First it was an artificial creative director. Eurobest November2017-
  14. 14. No way they can come after talent. Eurobest November2017-
  15. 15. There must be one thing left untouched right? Eurobest November2017-
  16. 16. No one can replace intuition. Eurobest November2017-
  17. 17. Eurobest November2017-
  18. 18. They are coming for us. Eurobest November2017- Non-Creatives
  19. 19. Are you scared yet? Eurobest November2017-
  20. 20. Or do you realise what a time it is to be alive? Eurobest November2017-
  21. 21. Our job has always been to Eurobest November2017- connect the dots
  22. 22. More dots. Eurobest November2017- Technology just gives us
  23. 23. So why are we so afraid? Eurobest November2017-
  24. 24. Eurobest November2017- Are we losing the idea monopoly?
  25. 25. Eurobest November2017- Technology driven Data-based Rationals Rule-followers
 Analytical Pragmatics Is that too far from us?
  26. 26. We have associated creativity with other parameters Eurobest November2017-
  27. 27. Do we have an ego problem? (Yes) Eurobest November2017-
  28. 28. It’s questioning ourselves 
 to admit that the lines 
 are moving. Eurobest November2017-
  29. 29. Well hello. Eurobest November2017-
  30. 30. Creativity is not a binary system. Eurobest November2017-
  31. 31. Diversity is the issue. Ofthoughts Eurobest November2017-
  32. 32. Eurobest November2017- Raise your hand.
  33. 33. There’s more than one kind of creative intelligence. Eurobest November2017-
  34. 34. Eurobest November2017- Obvious?
  35. 35. Are we giving the mic. to the right people? Eurobest November2017-
  36. 36. Non-creatives No creatives All creative. It’s about f****** time. Eurobest November2017-
  37. 37. The time has come to celebrate all types. And most importantly the new breeds. Eurobest November2017-
  38. 38. Augmented Creative intelligence Eurobest November2017- Something like “ ”
  39. 39. The ability to leverage data and technology to achieve greater Eurobest November2017-
  40. 40. Eurobest November2017- It’s ok if it’s not you.
  41. 41. Eurobest November2017- You do not need to be rational. But you need someone who is.
  42. 42. Eurobest November2017- Together we will see the world differently. Eurobest November2017-
  43. 43. There’s never been such an exciting time Eurobest November2017-
  44. 44. For those who change. Eurobest November2017-
  45. 45. 1Look at the non-creatives.
 Eurobest November2017- Get your sources of inspiration right See the value of non-traditional creative work Be curious, always
  46. 46. 2Recognise creativity when you see it.
 Eurobest November2017- Question your own mental models Give space to diversity of thoughts in your teams Reframe the way you ideate
  47. 47. 3Find your allies. Eurobest November2017- Cross-functional teams are the answer
 Challenge yourself to bring external influences Challenge your businesses
  48. 48. Non-Creatives Eurobest November2017- New The world belongs to the
  49. 49. Thank you.Zelia Sakhi Mobiento Deloitte Digital @ilovegraphics Eurobest November2017-

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