Welcome to Issue 08

"There's a lot of talk about human storytelling, but not a lot of it going on".

I’m joined by filmmaker John Azoni, Owner and Executive Producer at Unveiled for this conversation.

John demonstrates a gift for spotting deeply human stories which I have seen in much of his work. So it’s no surprise that his expert eye spotted this unexpected beauty from Boston University – This Custodian Has Kept BU Clean for 27 Years

“I just love the personality in the editing style, the simplicity of the story.. and just how it's a large institution getting really human. Focusing on a personality on campus whose story probably isn't going to drive enrollments directly, but telling his story because he's someone that everyone loves and respects. I think it builds affinity for the brand”.

He’s right.

Take a look at what we’ve gotta say about it.

John's "Higher Ed University Podcast" is here

THE NINE CONDITIONS FOR CREATIVITY

In Newsletter 02 I introduced The Conditions for Creativity organisations need to nurture to fuel competitive advantage.

In Newsletter 07 I took a look at Motivation.

PART 6: PEOPLE – Expertise

Every one of us has the potential to be creative, but sometimes our mindset can hold our creativity back. Without these foundations, we lack the energy and the domain knowledge to be truly creative.

Expertise is the fuel for your imagination. That is, the more you know about a particular topic, the more raw materials you have to work with.

Research suggests that being new to a given subject area does not increase your potential to be creative. The idea that fresh ideas come from being unencumbered by ‘old thinking’ is a fallacy.

Experts and newbies are equally challenged to break free of ‘old thinking’ – which is often older behaviours than old ideas.

There is no problem with having experts and newbies on the same creative challenge (I often talk about the blend of internal and external perspectives when working on university brands), but ultimately the experts will give veracity to any idea. You may get away with it on a fizzy drink campaign but, as I have found working on brand and communications with quantum scientists, immunologists and social scientists, it pays to have expertise in the team.

PROVOCATION OF THE MONTH

Can you make creative collaboration work between external and internal teams?

In Newsletter 07 I asked “Is collaboration between university creatives and their external partners important, and how do you make it work?

Let’s look at that second part right now.

The experience, knowledge and passion of your internal team can be blended with the challenge, broad-sector experience and outsider perspective of an external team.

Creatively that relies on two key elements:

Shared objectives

• Leadership has a vital role to play. If collaboration is not supported from the top it will never work. Use every small win as progress. And avoid setting teams up in opposition from the start.
• Ensure there is clarity over roles and responsibilities. Make both teams equally responsible for the objectives and, wherever possible, mix up the people to deliver the various workstreams. Empower them to give a greater sense of purpose.
• Shared values (is a bonus). Organisations have corporate values. The smart ones ensure they become behaviours. The teams can live these as they engage.

Mutual respect

• Collaboration is about human relationships before technical capabilities.
• Recognise shared ambitions. Discovering what inspires and motivates the teams will help to build trust and a culture of creativity. What binds you is greater than what may divide.
• When you get it right you get the best of both worlds – two become one.

All of this relies on both parties playing nicely and leaving their egos at the door, along with any chips on their combined shoulders. Yes, it is that basic – anyone who says otherwise is deluded. I’ve heard many horror stories from universities (and agencies) that prove the point.

Read more now.

And remember ... universities should be the most exciting brands in the world.

See you in September!