The Spark: How to Ignite and Lead Business Creativity

249 Pages·2014·5.741 MB·English

by  Orme, Greg

The 10 habits of successful
creative leadership:
“Insightful, inspiring and practical, The Spark is essential reading
The Spark – an elusive moment for anyone wanting to harness creativity to drive business success.”
T Wil Harris, Head of Digital, Condé Nast UK Start an Electric Conversation...
when a new idea strikes that
how to create a spark in your
h
has the potential to transform business
e
the way you do business. Break the Management Rules...

S how to become an electric
manager
p
Lead with Creative Choices...
Big or small, new ideas are the lifeblood of all successful a
how to be an authentic and
businesses. They are responsible for higher profi ts, quicker r
inspiring leader
k
growth and game-changing innovations.
Greg Orme is a consultant and Become a Talent Impresario....
coach helping businesses to how to fi ll your business with
achieve transformational results. He
But how do you foster a creative culture, nurture new creative talent
specialises in working with executives
in creative and innovative cultures, ideas and manage the people behind the electricity? Know Why You Do What You
developing inspiring leadership and
Do... how to fi nd an inspiring
driving organisational change. He was
business purpose
founding CEO of London Business The Spark answers these
School’s Centre for Creative Business
questions and more, unravelling Connect Through Shared
and previously a national journalist
FFFeeeaaatttuuurrreeesss ooovvveeerrr 111555 Values... how to inspire passion
with ITN. Greg lives in Warwickshire the mystique around business
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in your people
with his wife and two sons. creativity and off ering 10 practical cccrrreeeaaatttiiivvveee llleeeaaadddeeerrrsss iiinnncccllluuudddiiinnnggg
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Build a Business Playground...
steps to becoming an inspiring SSSiiirrr JJJooohhhnnn HHHeeegggaaarrrtttyyy r
e how to electrically charge your
creative leader.
g creative climate

O Balance Focus with Freedom...
r how to manage creative
“Great guiding principles and m tensions
“If you run a creative business or insights... I’ll be dipping in and out of £14.99
e
team and want to take the tension this book for many years to come.” Demolish Idea Barriers... how
BUSINESS
out of getting the best from people, David Sproxton CBE, Co-founder to dynamite the walls that block
this is your essential handbook.” and Executive Chairman, creativity
Adrian Monck, Managing Director,
Aardman Animation
Head of Public Engagement,
Encourage Collisions... how to
World Economic Forum
spark electric collaboration
Visit our website at
www.pearson-books.com
Greg Orme Visit our website at
Cover design: Dan Mogford www.pearson-books.com
Praise for The Spark
‘If you are managing a start-up business in the creative sector this book has great
guiding principles and insights. If you have been managing a creative business for some
years this book will remind you of many things that ought to be on your to-do list. I’m
sure I’ll be dipping in and out of Greg’s book for many years to come.’
David Sproxton CBE, Co-founder and Executive Chairman, Aardman Animation
‘Greg is as stimulating off the page as he is in person.’
Robert Tansey, Executive Director, Sky Creative, BskyB
‘Greg Orme has put his finger on the pulse of creative businesses and come up with a
remarkable handbook for founders, managers and employees trying to create or recreate
the type of environment they need to grow and succeed − bravo!’
John Bates, Fellow in Strategy and Entrepreneurship at London Business School
‘A refreshing, honest and inspiring look at how to get the creative juices flowing within
any team. Punchy, concise and tackles the thorny issues head on, with some fantastically
insightful anecdotes.’
Mark Ellis, Managing Director, London-based digital agency Syzygy
This book is the most relevant and empowering book on creative leadership I have ever
read – truly a great and useful inspiration for leading creative people.
Sune Roland, Head of Channels, TV 2 Networks, Denmark
‘If the process of turning culture into creativity into success is something of alchemy,
then Greg Orme must be a master chemist. Insightful, inspiring and practical. The Spark
is essential reading for anyone wanting to harness that creativity to drive business
success.’
Wil Harris, Head of Digital, Condé Nast UK
‘How to keep the flame of creativity burning under the oxygen-depleting blankets of
corporate bureaucracy is the single biggest challenge facing 21st-century managers.
On the lessons drawn from his brilliantly researched case studies of companies and
individuals who know how to do it, Greg Orme has assembled a master-class in creative
management. Timely, important and eminently practicable, The Spark should be read
and re-read by anyone with a stake in keeping the flame alive.’
Gordon Torr, a former Global Creative Director of global advertising agency JWT, and
author of Managing Creative People
‘At last! A book that explains the power of commercial creativity - and how it can be used
to turnaround your business fortunes. Superb.’
Emyr Afan, Founder and Chief Creative Officer, Avanti Media
‘The Spark is engaging, insightful and totally relevant. Packed with good ideas, it has a
real sense of purpose and goes to the heart of what it means to manage creative people
and run a creative business. The basic ideas are smart and perceptive, the examples
well chosen and the layout is easy to follow all of which makes this an inspiring and
genuinely useful book.’
Nick Catliff, Managing Director, Lion Television
A01_ORME5287_01_SE_FM.indd 1 04/05/2014 11:05
‘The Spark is essential reading for anyone who takes creativity in business seriously.
Managing for ideas can sometimes feel like nailing jelly to a wall − but Greg Orme has
managed to make it seem very achievable. He shows business insight needn’t be dry and
dull: this is funny, full of fantastic tips and anecdotes – and offers unique access to some
great creative minds. A top book, highly recommended.’
Stuart Murphy, Director, Sky Entertainment Channels
‘A must-read for anyone looking for that bolt of inspiration to boost their business. The
Spark provides an incredibly engaging, and most importantly practical guide to ensuring
any creative business is always at the very top of its game. Trying to come up with that
next era-defining idea can feel like getting lost in a maze. The Spark provides a much-
needed map.’
Tim Cunningham, Head of Daytime, Princess Productions
‘If you run a creative business and want to take the tension out of getting the best from
people − Greg Orme has written your handbook.’
Adrian Monck, Managing Director, Communications, World Economic Forum
A01_ORME5287_01_SE_FM.indd 2 04/05/2014 11:05
The Spark
How to ignite and lead business creativity
Greg Orme
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Pearson Education Limited
Edinburgh Gate
Harlow CM20 2JE
United Kingdom
Tel: [phone]
Web: www.pearson.com/uk
First published 2014 (print and electronic)
© Greg Orme 2014 (print and electronic)
The right of Greg Orme to be identified as author of this work has been asserted by
him in accordance with the Copyright, Designs and Patents Act 1988.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN: 978–1-292–00528–7 (print)
978–1-292–00530–0 (PDF)
978–1-292–00531–7 (ePub)
978–1-292–00529–4 (eText)
British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British Library
Library of Congress Cataloging-in-Publication Data
Orme, Greg.
  The spark : how to ignite and lead business creativity/ Greg Orme.
       pages cm
  Includes bibliographical references and index.
  ISBN 978-1-292-00528-7 (pbk.)
 1.  Creative ability in business. 2.  Creative thinking. 3.  Technological
innovations. 4.  Diffusion of innovations. 5.  New products.  I. Title.
  HD53.O76 2014
  658.3’14--dc23
                                                            2014010476
The print publication is protected by copyright. Prior to any prohibited
reproduction, storage in a retrieval system, distribution or transmission in any form
or by any means, electronic, mechanical, recording or otherwise, permission should
be obtained from the publisher or, where applicable, a licence permitting restricted
copying in the United Kingdom should be obtained from the Copyright Licensing
Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS.
The ePublication is protected by copyright and must not be copied, reproduced,
transferred, distributed, leased, licensed or publicly performed or used in any way
except as specifically permitted in writing by the publishers, as allowed under the
terms and conditions under which it was purchased, or as strictly permitted by
applicable copyright law. Any unauthorised distribution or use of this text may be a
direct infringement of the author’s and the publishers’ rights and those responsible
may be liable in law accordingly.
All trademarks used herein are the property of their respective owners. The use of
any trademark in this text does not vest in the author or publisher any trademark
ownership rights in such trademarks, nor does the use of such trademarks imply any
affiliation with or endorsement of this book by such owners.
10 9 8 7 6 5 4 3 2 1
18 17 16 15 14
Cartoon illustrations: Bill Piggins
Cover design: Dan Mogford
Print edition typeset in 9pt Stone Serif by 30
Print edition printed and bound in Great Britain by Henry Ling Ltd., at the Dorset
Press, Dorchester, Dorset
NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION
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For the sparks in my life...Gabe, Freddie & Sophie.
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Contents
About the author / viii
Publisher’s acknowledgements / ix
Author’s acknowledgements / x
Introduction: The Spark / xii
Habit 1 Start an electric conversation / 1
Habit 2 Break the management rules / 12
Habit 3 Lead with creative choices / 33
Habit 4 Become a talent impresario / 55
Habit 5 Know why you do what you do / 81
Habit 6 Connect through shared values / 93
Habit 7 Build a business playground / 114
Habit 8 Balance focus with freedom / 135
Habit 9 Demolish idea barriers / 154
Habit 10 Encourage collisions / 175
Ten creative business myths debunked / 197
Index / 217
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About the author
Greg is a consultant, coach and change agent who helps busi-
nesses to achieve transformational results. Specialising in cultures
which require creativity and innovation he works with senior
executives to develop inspiring leadership and drive organisa-
tional change.
Through his own business – Kirkbright – Greg works with busi-
nesses large and small. His global clients include Sky, Ogilvy
& Mather, the International Olympic Committee, The World
Economic Forum, Aardman Animations, Randstad Group and
Virgin Media.
After gaining an MBA at London Business School, Greg became
the founding CEO of the School’s Centre for Creative Business.
Before that he was a national journalist with ITN’s award-winning
Channel Five News. Greg returned to London Business School
as an Associate Programme Director – as well as working as an
Associate of Ashridge Business School.
Greg lives in leafy Warwickshire with his wife, two sons, a cat,
four chickens and a chocolate Labrador called Rolo. You can con-
tact him and read his blog on ‘Inspiring Leadership, Strategy &
Change’ at http://gregorme.org/.
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Publisher’s acknowledgements
We are grateful to the following for permission to reproduce copy-
right material:
Figures
Figure 6.3 after Exhibit 1: The Ashridge Mission Model, Mission
and Management Commitment, Andrew Campbell, Ashridge
Strategic Management Centre, March 1996.
Text
Extract from ‘If’ by Rudyard Kipling from Reward and Fairies, pub-
lished by Doubleday, reprinted by permission of United Agents
on behalf of: The National Trust for Places of Historic Interest or
Natural Beauty.
In some instances we have been unable to trace the owners of
copyright material, and we would appreciate any information
that would enable us to do so.
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