How to encourage your new hires to be creative

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In today’s work environment, you need more from an employee than just strong technical skills. Sure, software engineers need to be familiar with the appropriate programming language, and data analysts need to know their way around a spreadsheet. But these things alone won’t make them effective. They need to know how to think outside the box.

But how do you cultivate creativity, and keep it growing among your new hires? After all, good ideas don’t just come out of thin air. Here are some practices that you might want to try.

1) Explain your thinking style

Not everyone will think the way you do–and when you work with people, you need to be clear about how everyone works. If you are a backward thinker, you begin at the end and work backward to the beginning. You define your goal clearly and you focus on that exact goal and move forward in well-defined steps.

If you are a forward thinker, on the other hand, you begin with a rough idea, and you move forward by reacting and correcting until you arrive with something concrete.

You’ll avoid frustration when you explain how you think. I once hired a talented young researcher. Every time she brought in her work, I responded by asking her to look at the problem another way. After her third presentation, she said to me, “I can’t work with you anymore. You don’t know what you want. I’m quitting.”

That was a wake-up call for me. From that point on, I make sure to explain my thinking style to everyone that I work with–and that meant going back and forth until we get there. When I do this, I create a platform for creative collaborations–by enabling others to work in a way that suits their thinking style, while making sure that they understand mine.

2) Make sure to challenge different creative muscles

In Lateral Thinking—a book about unleashing creativity–physician and psychologist Edward De Bono likened creativity to pouring hot wax into a block of wax. The first time you pour, you create a new hole–the second time you pour, your wax goes into the same hole, only deeper.

Sometimes it takes experimentation to elicit creativity, and that means pouring new holes into the wax. Don’t just ask your new hires to come up with three versions of a marketing plan. Ask for a strategic roadmap or ideas on making your website user-friendly. This gives your new hires a chance to exercise a different creative muscle, and they can learn what it takes for them to come up with a great idea.

3) Focus on what’s missing, not what’s wrong

When you watch yourself on video, you will most likely fixate on a particular flaw. You may obsess about how your smile seems crooked, how often you blink, how many “ahs” and “ers” you say in a minute. So what happens as a result of this kind of analysis? You pause, you clamp your jaws, you pop your eyes open, you have long, empty pauses. Focusing on flaws doesn’t work.

You have to look instead at what’s missing. If you speak with too many “ahs” and “ers” what’s missing is a connection between your speaking and your breathing, not that you’re stopping too much. You need to adopt the same kind of mind-set with your team’s creativity. Don’t focus on what they’re doing wrong. Instead, give them ideas on what they can do.

Whether you’re giving feedback or delivering a message, you have to approach it in a more–not less– perspective. As one of my clients explained, “When my boss asked us how we were going to cut costs, my colleagues presented their cost-cutting plans. I told him how I was going to sell more.” That client is one of his company’s top sales leaders.

4) Give feedback at a concept level

When you’re giving feedback to a new hire, you have to leave room for them to solve the problem. For example, suppose you walked into a room that had a fireplace at one end and two chairs against the back wall. When you say, “That’s ridiculous. Why don’t you move your chairs closer to the fire?” you’re jumping into solution mode.

Supposing instead you said, “I’d like you to consider how to optimize the experience of being in this room.” Now you’re challenging someone to think about what to do, and empowering them to come up with their own solutions. Your team might find the answers from the get-go, and you might need to tell them so. That’s okay, as long as you give them the space to be creators and problem solvers, not just doers.

5) Expect mistakes

Years ago, I was working with a leader from Toyota. He was talking about a discussion he’d had with a visitor from Ford, “I told him we have a system when employees notice a problem, they stop the line. We had 47 stops last month.” The Ford leader was impressed with the Andon process and adopted it right away. Then he came back a month later and proudly announced to my client, “We only had seven problems last month.”

My Toyota client explained that he’d missed the point. When you focus too much on avoiding mistakes, you’re actually blocking your creativity because you operate from the position of fear. You need to think of mistakes as a chance to fine-tune and improve the process. After all, creativity often comes from trial and error and you need to give your team the psychological space to do that.

Creativity doesn’t happen in a linear fashion. Often times, it requires trying different things before landing on something that works. Expect the same when it comes to your new hires. Be patient with the process, and you might just end up with something amazing.

[“source=medicalnewstoday]

Independent Agency Periscope Expands Its Creative and Strategy Departments With Several New Hires

(L. to r.) Rhea Hanges, Jen Stocksmith, Brian Boord, Renae Hermen and David Hahn

Periscope announced several new senior-level hires in its creative, strategy and media departments as it moves to reposition itself as an “agency of the future.”

The Minnesota shop, one of the country’s largest independent agencies, added nine names to its lineup, as people from as far afield as Atlanta and Kansas City made the move to Minneapolis.

They include group creative director Brian Boord (formerly of DDB Chicago), creative director Rhea Hanges (BBDO Atlanta), Jen Stocksmith (New York’s VaynerMedia), creative David Hahn (Barkley of Kansas City), associate media director Caitlin Curran (BPN Chicago) and senior brand strategist Tony Smith (FCB Chicago).

Newly hired group director of integrated media strategy Renae Hermen and strategy director Maggie Summers join Periscope from fellow Minneapolis agencies Novus Media and Peterson Milla Hooks, respectively, while Erik Jacobs leaves area shop Olson to become the director of Periscope Creative Studios, the agency’s in-house content unit.

Hanges called Periscope “one of our industry’s best-kept secrets” while Boord, a former Periscope art director who spent five years at DDB working on such brands as Skittles, State Farm and McDonald’s, said, “I am excited to come back to an agency that has grown and changed into an industry leader.”

The phrase “agency of the future” is not unique to Periscope. But what does it mean?

According to CEO Liz Ross and chief creative officer Peter Nicholson (who joined from McKinney just over a year ago), independence and an integrated, full-service business model are key differentiators.

“When I came here a year ago, my vision was to evolve Periscope from a regional leader to a top creative shop,” Nicholson said in a statement, citing such recent work as the Trolli Beardsketball campaign. Ross added, “We have so much we can offer not only to clients but to our teams by being an independent and integrated agency. The collaboration is easier, and bigger, bolder ideas are free-flowing.”

At last year’s Advertising Week, the two told AdExchanger that Periscope has been able to unite its media and creative departments more completely because its leadership doesn’t have to answer to a holding company. Senior innovation strategist Carter Jensen also discussed Snapchat, location-based mobile beacons and other digital initiatives in a recent Adweek profile.

“The advertising industry, particularly those with holding companies, is playing catch-up with this full-service integrated model,” Hermen said of her new employer. “It was a no-brainer to join a team that’s leading in that method.”

Periscope’s clients currently include Target, Best Buy, Walgreens, ExxonMobil, Petco, UnitedHealth Group and Autotrader, among others.

[“Source-adweek”]

David&Goliath Expands Creative Department With 4 Senior Hires

Los Angeles-based independent agency David&Goliath is expanding its creative department with four senior hires, welcoming a group of creative directors.

Fernando Reis and Marcelo Padoca join David&Goliath as creative directors on the agency’s Kia account. The duo, who have been creative partners for a decade, arrive at the agency from cross-cultural agency The Community, where they served as associate creative directors, working with brands including Converse, Corona, Modelo and the city of Buenos Aires. Both previously worked at several agencies in their native Brazil.

“We’re thrilled to be joining David&Goliath,” Padoca said in a statement. “It’s an agency with a lot of ambition, great clients and a ‘no assholes’ policy. What else could you ask for?”

Wilson Mateos also joins the agency as a creative director on the Kia account after holding the same title at 180LA, where he worked on the University of Phoenix account. Mateos had already spent more than 25 years in Brazil’s ad industry at shops like Lew’Lara TBWA, F/Nazca Saatchi & Saatchi, AlmapBBDO and Neogama/BBH before heading to 180LA in late 2015.

“David Angelo is a man with strong beliefs, a vision and many dreams,” Mateos said. “I admire that and I’m thrilled to be a part of it.”

New creative director/art director Raul Garcia, who recently held creative roles at Canadian agencies including Leo Burnett Toronto, Grey Canada and TAXI, will work across clients including California Lottery, pro bono account Shine On Sierra Leone and the agency’s own Today, I’m Brave nonprofit.

“My entire career I’ve been trying to help clients and agencies understand the importance of being brave and how it has a positive effect on the work produced and the results that follow,” Garcia said. “When D&G explained that they were an agency built on this ideology, I was like, ‘Where do I sign?’”

Last November, the agency’s chief creative officer/managing partner Colin Jeffery, chief digital officer Mike Geiger and chief strategy officer Seema Miller left to launch a new organization called Wolfgang. At that time, David&Goliath promoted Bobby Pearce to chief creative officer and hired Wells Davis to fill the strategy role.

[Source:-adweek]

YouTube Hires Ex-Def Jam Boss Lyor Cohen to Smooth Music Industry Ties

YouTube Hires Ex-Def Jam Boss Lyor Cohen to Smooth Music Industry Ties
HIGHLIGHTS
Cohen helped shape the music business and pop culture
YouTube criticised for not doing enough to protect their copyrights
Google introduced a paid version of YouTube, YouTube Red, last year
YouTube has hired Lyor Cohen as its global head of music, entrusting the former Def Jam and Warner Music executive with improving the video site’s contentious relationship with the recording industry.

Cohen, who started his career under the tutelage of Def Jam co-founder Russell Simmons, helped shape the music business and pop culture though his work with artists such as Run-DMC, Public Enemy and Ed Sheeran. Most recently, he founded 300 Entertainment, a boutique record label that scored a hit last year with rapper Fetty Wap.

After decades of watching new technologies transform the music business and the lives of his artists, Cohen will help YouTube and its parent Alphabet Inc., one of the world’s largest technology companies, refurbish its image with artists. Some of the most powerful musicians have criticized YouTube for not doing enough to protect their copyrights, while labels have fought with the company over their share of revenue from advertising on music clips and videos.

(Also see: EU May Require YouTube, DailyMotion to Seek Deals With Music Industry)

“I’m confident that we can bridge the worlds of technology and music in ways that benefit everyone, instead of the zero-sum mentality that exists today,” Cohen wrote in a note to his new team at YouTube. “I’m proud to be a music man, and hope that the perspective I bring from both the creative community and the music business at large will help us, our music partners and artists grow and thrive together.”

Cohen will remain in his role at 300 Entertainment until December, when he will join YouTube full-time, reporting to Robert Kyncl, YouTube’s global head of business.

Two of YouTube’s principal rivals, Apple Music and Spotify, already have executives with deep ties to artists and labels. Former Interscope Records boss Jimmy Iovine joined Apple when the technology giant acquired his Beats Electronics. He now runs Apple Music, the second-largest paid music service in the world. Its larger rival Spotify hired Troy Carter, former manager of Lady Gaga and John Legend, earlier this year to improve its often contentious relationship with artists.
(Also see: Spotify Said to Be in Advanced Talks to Buy SoundCloud)

The growth of those subscription services has boosted music industry revenue for the past year and a half, offsetting declines in sales of physical and digital albums. US streaming revenue grew 57 percent to $1.6 billion in the first half of 2016 and accounted for almost half of industry sales. Ad-supported streaming accounted for just 12 percent of that total.

Record labels still aren’t satisfied with their deals with many services, which they say offer too much for free. No service has inspired more agita than YouTube, which offers more than a billion users free access to millions of songs and music videos.

Artists, managers and music organizations have accused YouTube of hiding behind the Digital Millennium Copyright Act, which shields YouTube from liability when users upload material that infringes copyrights. The onus is on the rights holder to issue a take down notice.

YouTube has rejected this criticism, arguing it has followed the law and policed pirated material with tools like Content ID. Google introduced a paid version of YouTube, YouTube Red, last year, a move widely seen as an olive branch to the music business.

© 2016 Bloomberg L.P.

Tags: YouTube, Def Jam, Music, Music Streaming, Apple Music, Spotify, Google, YouTube Red, Home Entertainment, Internet, Apps

[“Source-Gadgets”]