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    Navigating The Creative Process: 6 Steps to Creative Success
    Navigating The Creative Process: 6 Steps to Creative Success
    Navigating The Creative Process: 6 Steps to Creative Success
    Ebook81 pages1 hour

    Navigating The Creative Process: 6 Steps to Creative Success

    By Steve Nubie

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    About this ebook

    Navigating the Creative Process: 6 Steps to Creative Success
    by Steve Nubie

    -Creativity and innovation are hallmarks and the heritage of the American experience. But lately, many organizations have lost their way. New ideas seem to represent more of a risk than an investment. As a result, creativity is often mismanaged or is perceived as a threat to guaranteed ROI, results and the soft comfort of status-quo. It’s an unfortunate turn of events that is addressed and corrected in the book, Navigating the Creative Process: 6 Steps to Creative Success.
    -The book outlines the need for an in-depth understanding of the factors affecting contemporary creative development on a commercial level.
    -The importance of a clear and effective briefing process to clearly define problems and opportunities
    -The need for a new approach to creative-team formation, and an ideation approach that is designed to create new and innovative ideas rather than preserve status-quo.
    -The value of a disciplined approach to creative comments and requests for timely and often necessary revision.
    -The critical step that approves and mandates an idea for continued investment, development and execution.
    -The best approach for managing creative people.
    Steve Nubie has been actively managing the creative process for more than 35 years from the Advertising and Marketing industry as copywriter to Chief Creative Officer; to the Dow 30 as Chief Creative Officer at McDonald’s for a decade during the 90’s; to published author and produced scriptwriter across magazines, TV and Radio shows. Across the spectrum creativity is valued, misunderstood, and too often diluted by consensus.
    -The book uses the Advertising and Marketing industry as a benchmark for an effective creative process. Not because they do it right all the time, but because it is the acid-test given short time-frames, inexperienced people on both sides of the process, and the huge budgets they are required to manage.
    Navigating the Creative Process is the first book to:
    -Focus on the 6 steps that define the creative process and deliver action steps to enable and manage the entire process.
    -Demystify the myths and misconceptions that surround creative people and their workstyle.
    -Suggest specific tools and techniques at each stage of the process to make the subjective nature of creativity and innovation efficient and objective.
    -Provide a new approach to team formation that is designed to find and empower solutions.
    -Focus on both sides of the creative equation: the people creating the ideas and the people reviewing and approving ideas.
    Many of the top people in the creative industry have been interviewed to offer their insights, frustrations and guidance. These individuals were specifically recruited to add texture to the subject. They include Bob Scarpelli/Chairman and Chief Creative Officer of DDB Worldwide, Luis Miguel Messianu/President and Chief Creative Officer of ALMA, Allen Klein/retired Executive Creative Director at Leo Burnett, and others across creative fields who offer texture and insight on the subjects explored in the book.
    It is embellished with anecdotes from the creative front that many readers will painfully relate to, or maybe appreciate for the first time.
    Creative tests for assessment of creative ability and team formation are included that can help a manager easily form the best team for a given task or problem.
    In addition, work sheets for developing creative briefs and techniques for producing ideas are included to allow the reader to engage the creative process, and manage it immediately.

    LanguageEnglish
    PublisherSteve Nubie
    Release dateOct 24, 2009
    ISBN9781452457680
    Navigating The Creative Process: 6 Steps to Creative Success
    Author

    Steve Nubie

    About the author:Steve Nubie has been writing professionally for 38 years.He has 9 books ePublished including a time travel novel titled No Time Like the Present.A business book titled Navigating the Creative Process: 6 Steps to Creative success.An anecdotal cookbook titled Real Men Eat Meat.Dark Paths. A collection of short stories about the macabre, the supernatural and bad science.Justice. A short story about the disturbing truth behind innocent men and women in prison.What’s the Buzz? A story that explores the classic 1950’s monster movie concept with a contemporary twist.The Expert. An expert in demonic possession meets the exorcism dream-team.The Dare. A ghost story that continues to haunt a small town.The Moon Unit. Werewolves as good guys.These books are listed on amazon.com and smashwords.com. Search word: "Steve Nubie"He is also a member of the Yahoo Contributor Network and has posted numerous articles across a range of subjects. On two occasions he has been awarded the Yahoo Hot 500 award. He also teaches writing classes as an Adjunct Professor at the College of DuPage in Glen Ellyn, Illinois.In addition he has written and produced numerous Twilight Zone episodes for CBS Entertainment including:The Walkabouts which explores the surprising truth behind alien abductions. -2008.Another Place in Time which examines the concept of parallel universes. -2008Rest Stop. A surprising new twist on a massive alien invasion of the planet earth. -2009.The Nanobots. The chilling implications of nanotechnology. -2009.2012. What's really going to happen? -2010.Bigfoot in the Door. The origins and secrets of Sasquatch. -2010.He has also written audio dramas for the Fangoria Dreadtime stories series including:-A Fungus Among Us. The very real possibility that the next global pandemicmay be a primitive and insidious form of mold. -2011.-Here Come the Sludge. Armageddon meets the blob. -2012Screenplay -The Moon Unit. Werewolves as good guys. -2011Television Series: 18 episodes/Proposal. -Alberto y Lucia -2012Television Series: 13 episodes/Proposal. -Real Men Eat Meat -2012Nubie has also published numerous articles in magazines including:-Entrepreneur’s Business Start-Ups, May, 2000. Column. Naming Names.-Entrepreneur’s Business Start-Ups, September, 2000. Column. What’s Your Sign?-Silent Sports, July, 2000. Feature. Exploring the Illinois Prairie Path.-The Self Reliance Journal, March, 2001. Feature. The Survival Decision Kit.-Michigan Out-of-Doors, April, 2001. Feature. Hatching a Match.-Home-Business Magazine, December, 2005. Feature. Building a Brand Identity for Your Home- Based Business.•In addition he has generated more than 200 press releases across a range of subjects.•He has also written, produced and directed hundreds of television commercials, videos, wireless apps, radio commercials and print ads for numerous Fortune 500 companies.•He has a strong background in advertising and marketing across all media and disciplines from direct mail to new media and strategic planning. stevenubieco.com•He has traveled extensively on international assignments including two years in Asia based in Hong Kong and two years in Europe based in London, and has continually studied the unique characteristics of language, culture and belief systems around the world.Key links to subjects written by Steve Nubie:http://www.smashwords.com/books/search?query=steve+nuhttp://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=steve+nubiehttp://www.yahoocontributornetworkSteve Nubie Google Searchhttp://www.stevenubieco.comhttp://www.facebook.com/stevenubie?fref=ts

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      Book preview

      Navigating The Creative Process - Steve Nubie

      Navigating The Creative Process:

      6 Steps to Creative Success

      By

      Steve Nubie

      Smashwords Edition

      Copyright©2012 by Steve Nubie

      Discover other titles by Steve Nubie at Smashwords.com

      This book is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you're reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      Acknowledgements

      To my wife Jan who has somehow put up with 38 years of me in the advertising and marketing business. To my kids, Mike, Anna and Danny who have always thought I had the coolest job in the world. To Bob Jones who got me into this business, and Bob Ebel who to this day has guided me through it. To all of those poor art directors who had to work with a writer with a degree in film and color theory: Fred Braidman, Bob Sears, Bill Stone, Walt LeCat, Bob Taylor, and many more. To those brilliant Creative Directors who made my job easier when I stumbled into management as a GCD or Chief Creative Officer: Heidi Schoeneck, Janet Broesch, Brian Lorenz, Evan Peter. To Lor Gold, Rob Nolan and Allen Klein who have always been mentors and friends. To Paul Schrage, Roy Bergold, Aye Jaye, Susan Leick, Dave Batt, Sue Cox, Tom Pickles, and John Sanfacon and hundreds of others who made my time at McDonald's extraordinary.

      To Dennis Dunlap, Jobe Cerny, Carl Amari, Ray DeThorne, Bill Rosen, Bob Scarpelli, Luis Miguel Messianu, Dick Helland, Tom Charvat, Steve Sauceda, John Sanfacon again, John Kenny, Jerry Ciezslik, Jason Fisher, Dan Lang, Melanie Larson, Jessica Icenogle, Phil St. Aubins, John Gallo, Michael Davis, and others who I'll think of later who showed me so much about this unique thing called creative.

      Table of Contents

      Introduction

      Take it to the Parking Lot and Burn it

      Step 1

      What’s Up?

      Step 2

      Where’s the Brief?

      Step 3

      Techniques for Producing Ideas

      Step 4

      Effective Presentations & Other Dog & Pony Shows

      Step 5

      Judging and Commenting on Creative

      Step 6

      Managing Creative People

      Introduction

      Take it to the Parking Lot and Burn It!

      We we’re in upstate New York. It was morning. It was June. A group of us from the agency were waiting in the conference room. A few creative people, a few account people, and a research person.

      The room was nothing special. A big table surrounded by chairs, but the view was breathtaking. There was a large window overlooking rolling green hills dotted with pine trees. It was very relaxing. We should have cherished the moment.

      The client came into the room in a bad mood. This was not surprising. He was always in a bad mood.

      We did our presentation. The usual ad agency thing:

      -Account person blah blah.

      -Put the strategy on the rail and read it.

      -Creative Director mumbles something about how hard this was and how great the work is.

      -Present 3 boards.

      -Recommend the third board.

      -Have everyone from the agency chime in to further embellish the brilliance of the work including the plant lady and the security guard.

      -Wait for the client’s comments.

      We we’re actually quite proud of ourselves. But we were starting to get a little nervous. The client wasn’t saying anything. He was staring out the window. You couldn’t blame him. It was such a beautiful view. Except he wasn’t looking at the rolling, green hills. He wasn’t looking at the pine trees. He was looking at something else. We soon found out what it was.

      He stood. He looked at us and looked at the creative on the table and said-

      "This stuff sucks! I wouldn’t hang it on a bulletin board in a bathroom. Get it out of here! Get it out of here now! Take it to the parking lot and burn it! I want to see smoke! I want to see fire! I want to see security guards chasing your sorry asses through the parking lot with broomstick handles all the way to your rented BMW’s! Now get out!"

      We gathered our work and meekly walked out. As me moved down the hallway we could hear his voice booming through the corridors. I want to see smoke!

      Funny thing is, we didn’t burn the boards. Maybe if he had told us not to we might have thought about it.

      We crossed the parking lot without saying much as we headed to our rented Ford Taurus. It was customary to complain long and loud in the car and on the airplane after a bad meeting.

      No one said much this trip. The agency resigned the account a month later. Soon after, a couple of us took the boards down to the beach by Lake Michigan and burned them. Too bad. They were actually real good.

      I almost quit the advertising business after this episode. No money was worth this. Working in creative was supposed to be fun. Not so when you’re working in the pressure cooker of creative on demand for commercial and industrial use. That’s a polite way of describing anyone who does creative work for money. But hey, you’re getting paid so what’s the complaint?

      The complaint is simple. Too many great ideas are lost, discarded or simply missed because there is so little attention paid to the disciplines and nuances necessary for an effective creative process.

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