Presenter: Terry Flannery, Assistant VP, Uuniversity of Maryland
Creativity and integration defined
Integration is a process of combining or accumulating. Integration in marketing refers to a strategy informed by multiple relevant pespectives, which is designed to reach multiple audiences, using multiple tactics to create message redundancy.
Quote: “Creativity requires the courage to let go of certainties” (Erich Fromm)
Quote: “You need chaos in your soul to give birth to a dancing star” (Friedrich Nietzche)
Quote: “Odd how the creative power at once brings the whole universe to order” (Virginia Woolf)
What kinds of leadership foster creativity and integration for brainstorming
Democratic style fosters creativity and integration.
Emphasizes participation and delegation.
Identifies the problem or challenge, not the potential solutions.
Articulates any legitimate parameters.
Values originality as much as past experience.
Employs consensus for decisions, when appropriate.
Encourages project time frames that allow for brainstorming, consensus, integration.
Is open, trusting, and values expertise of others.
Rewards performance of groups, not just individuals.
Autocratic style limits participation and controls results.
Micromanages or controls tasks.
Predisposes or prescribes outcomes.
Values proven performance and past practice over original thinking.
Identifies possible solutions to problems when assigning scope of task.
Values leader’s experience based on trust.
Sets a time line for tasks that value action and implementation.
Reward staff primarily for individual contributions.
Note: crisis communications may benefit more from autocratic styles.
Cultivating creativity for integrated outcomes
At the beginning…
Create cross-functional teams. If possible, allow some experimentation in new roles. Seeing things from different perspectives created new understanding and expands ideas.
Be clear about expectations. Review purpose and requirements.
Set parameters at appropriate points.
Allow/plan time in production schedules.
Find an environment that release members form regular routines, encourages team interaction.