1. Glenn Griffin
Associate Professor of Advertising
The University of Alabama
Deborah Morrison
Chambers Distinguished Professor of Advertising
The University of Oregon
There’s A Point
That Changes Everything
H O W T R A N S F O R M AT I O N A L M O M E N T S C H A N G E
T H E C R E AT I V E P R O C E S S A N D I D E A M A K I N G
A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
C O - A U T H O R S O F T H E C R E AT I V E P R O C E S S I L L U S T R AT E D : H O W A D V E R T I S I N G ’ S B I G I D E A S A R E B O R N

2. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
OUR IDEA
We believe there is a point in the process of developing a
transformational idea that is ripe for study. This is the “pivot”
moment in creativity. It is at these points that idea makers:
• see alternatives and opportunities • take risks
• wield courage • evolve tradition • use intuition
• use dynamic information • fail • go “all in”
• change the story • adapt the process • learn

3. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
OUR AGENDA
is to discover and share insights and usable knowledge about this
transformational moment, the “pivot,” by mining the experiences of
creative professionals.
We’re collecting those stories now.

4. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
THE “PIVOT,” THAT TRANSFORMATIONAL
MOMENT, CAN TAKE DIFFERENT FORMS IN
DIFFERENT CONTEXTS:
• as a narrative turning point
• as a startup concept
• as a managerial concept
• as a courageous act
• as a correction

5. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
• as a narrative turning point
KURT VONNEGUT(1922-2007) and the “Shapes of Stories”
The concept of the “pivot” within the creative process is not new.
Storytelling uses turning points as essential tools for moving
a narrative along. In stories or in the process of idea making, these
moments shape direction.
Vonnegut’s
remarks are
adapted here
by computer
programmer
David Yang.
SEARCH:
“Kurt Vonnegut
on the Shapes
of Stories” on
YouTube

6. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
• as a startup concept
ERIC RIES Entrepreneur/Author/Blogger
“…successful startups change directions but stay grounded in
what they’ve learned.”
The “pivot” provides a means for change within an organization
while building on legacy.
CHECK OUT:
The “Startup
Lessons
Learned” blog
by Eric Ries
SEE ALSO:
“5 Ways Big
Companies
Can Pivot Like
Lean Startups”
by Brian Millar
at fastcodesign.com

7. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
• as a managerial concept
ERIK DANE and MICHAEL PRATT in Academy
of Management Review (2007)
Writing on the topic of intuition, the authors define it as “affectively
[emotionally] charged judgements that arise through rapid,
nonconscious and holistic associations … delineat[ing] intuition
from other decision-making approaches.”
The “pivot” moment must be recognized for its potential
when it arises and intuition plays a key role.
Dane, Erik and Michael G. Pratt (2007), “Exploring Intuition and Its Role
in Managerial Decision Making,” Academy of Management Review,
32 (1), 33-54.

8. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
• as a courageous act
ROLLO MAY (1909-1994) Psychologist/Author
“Every profession can and does require some creative courage. In
our day, technology and engineering, diplomacy, business, and
certainly teaching, all of these professions and scores of others are
in the midst of radical change and require courageous persons to
appreciate and direct this change. The need for creative courage is in
direct proportion to the degree of change the profession is undergoing.”
The “pivot” requires courage and risk taking. Psychologist May
considers these as important components for identifying new directions
and leading change.
READ:
The Courage
to Create
(1975)
by Rollo May

9. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
• as a correction
FASTCOMPANY.com
“The Pivot” column
Is the “pivot” simply defined
as a do-or-die change
in direction? Is it just a
business survival strategy,
or should we consider this
as one of many forms
it may take?
“The speed of today’s well-
funded startups is brutal.
But it does allow for change
in direction. This series
explores those destiny-
altering decisions made
by companies that have
gone on to great success.”

10. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
We see “pivot” moments as
a prime opportunity to study and
better understand how the
creative process works and
can be optimized.

11. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
THE PROJECT
We’re building a protocol for collecting insights from creative
professionals who’ve envisioned, reimagined, invented and
kickstarted projects in advertising, design, digital and brand
development environments. These are people who understand the
“pivot” and can share their stories. We’ll assess and analyze what we
discover and share our first findings with attendees at SXSW
Interactive 2014.

12. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
Creatives who “pivot” are those who:

13. A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
PROVOKE.
INNOVATE.
VIOLATE.
OVERHAUL.
TRANSCEND.
What had to change?
What was the turning point?
What incited the turn?
What made you ready?
What was the process, timeline, goal?
What was tested but failed?
What was the “what if” moment?
Who had a seat at the table?
What direction was killed?
Who was threatened?
How was it attacked?
Why did it survive?
What made you believe?
How did the idea find legs?
What systems changed to do this?
How quickly did consensus happen?
Who is imitating you?
What is the industry response?
What can you teach about it?
Why you?
We’re asking
these questions.

14. There’s A Point
That Changes Everything
H O W T R A N S F O R M AT I O N A L M O M E N T S C H A N G E
T H E C R E AT I V E P R O C E S S A N D I D E A M A K I N G
A 2 0 1 4 S X S W I N T E R A C T I V E PA N E L P I C K E R P R O P O S A L
The work continues.