LECTURE 3 - VALUE, WHAT ARE YOU WORTH?

ORGANISATIONS

creative & cultural skills
cultural leadership
the crafts council
design council
heritage lottery fund


WHAT ARE YOU WORTH AND TO WHOME? - in principle, social and commercial terms. How can we be employable in more diverse ways

WHAT IS THE VALUE OF YOUR CREATIVITY

• DRUCKER (1985) argued that innovation is the tool of entrepreneurship. In addition, both innovation and entrepreneurship demand creativity. Creativity is a process by which culture is changed. New sons, new ideas, new machines are what creativity is about. 
• Are you an entrepreneur - am I being innovative...?
• MIHALEY (1997) - Seeing things which everyone around us sees, but we are making connections that no one else can see. Creativity is the ability to make or otherwise bring into existences something new, whether a new solution to a problem, a new method or device, or a new artistic object or form. Creativity is the act of seeing the things that everyone around us sees while making connections that one one else has made. 
• The HOCKNEY PAINTING - Bigger trees near Warter - now demolished 'slaughtered' - he did this painting of a stand of trees of a junction, he helped people to see the stand of trees which everyone was missing, not very soon after, the trees were cut down. He has opened the eyes of the people that it was reported in the newspaper that the trees had been 'slaughtered'. He helped people to see things differently
• PHILIP KOTLER - his 'Marketing Management' book - create communicate and deliver VALUE TO A TARGET MARKET AT A PROFIT. PRODUCT MANAGEMENT is creating value. Every company much have this. You have to communicate value which is branding. Communicate excitement. To deliver value is called CUSTOMER MANAGEMENT. OPEN TECHNOLOGY/innovation - find the best ideas anywhere they can come from. Brand building - used to mean packaging/name/logo, but today the brand is a promise, it inspires everything you do, the way you act when your are approached and react, it is emotional. Now want MIND, HEART, SPIRIT share - it is now closer to your own interest.
• customer management - this isn't having a database of contacts and just mailing them....MEET THE CUSTOMERS AND KNOW THEM BEYOND THE DATABASE, get their help in creating products, co-create with the customers, and co-create your advertising. e.g. Innocent smoothie - customer feedback to help develop their products. 
• There has been a MASSIVE change. Open source technology - they are collaborating
• CCDVTP
• C - CREATING
• C- COMMUNICATING
• D - DELIVERING
• V - VALUE
• T - TO A TARGET MARKET
• P - FOR PROFIT

We buy products EMOTIONALLY - we don't need what we buy we just like it. To be able to create a project which people need...we need to know what the public need...INSIGHT.

Little difference between the first man and the modern man sitting at a computer - our basic needs and instincts have not changed. Just like animals, we need to protect ourselves and have mechanisms that keep us safe and secure. Over the years we have built barricades, somewhere we can be protected. We cannot develop and learn if we are not safe from attack. We need to co-oporate and socialise to be able to get on and survive = SOCIAL STRATA (hierarchy) both in social and business situations.
Status Symbols - in nature the symbols have developed e.g. deer with largest horns  = leader

Spiritual Needs - may be one of the defining differences between animals and men. We need to constantly challenge ourselves mentally and physically to be happy. E.g. climbing a mountain - no awards but personal thing.


MASLOW'S HIERARCHY OF NEED

Love/Belonging - these projects play on our emotions e.g. Domilo Night - you will be a better family if you sit down and eat this sauce together as a family. 

Esteem - yyour area of achievement. 

EXAMPLE - the TSNAMI - start from the bottom, you need to give them something to help them live e.g. food, then give them somewhere safe and undercover. Once they are in that place, naturally people will develop social networks, from this people will develop leaders and social status and some will find them selves well respected. Only then when all these things are in place can we indulge in the luxuryies etc, to have a life, to love and to learn...

If you understand what peoples motivations/emotions are, then you can fulfil their needs

DESING IS APPLIED PSYCHOLOGY - engineering is applied science, art is applied Philosophy. One way or another you are trying to fulfil peoples needs. 

Think about the project work you are doing this year and see if what human needs you are asked to fulfil in it. 

DAN GERMAIN - HEAD OF INNOCENT SMOOTHIE - they have had to rethink their needs in economic crisis. - keep telling and reminding people why you are useful. People want useful things in their life. If you lose your spot in peoples list of useful things you will suffer. Ask if your are developing new and innovative ideas - only with truly useful ideas are you going to develop. Stay interesting in peoples minds. 

You cannot be an original thinker if you are constantly allowing them to distract you e.g. tv - you are blocking out your ability to be truly creative. 

Driven by human need - not hard to work out where the money is out there. 

GREATEST HUMAN NEEDS = GREATIST MARKET POTENTIAL

• food industry 
• housing
• utilites
• medicine
• transport
• construction
• insurances
• water 
• new technologies

REDUCED HUMAN NEEDS = LOWER MARKET POTENTIAL

• organic farming
• holiday cottages
• home insulation
• health spas
• lucury sports cars
• conservation
• religion
• swimming poos 
• alternative technology. 

VALUE
SHORT
SPECIFIC
CUSTOMERS LANGUAGE
PASSES SEAT OF THE PANTS TEST


TECHNO-LATIN - this is the language which is used within a company when talking about the product.
Get inside the customers head, have a conversation and record it. Customers describe what you have on offer, what you do etc in a completely different way from how you do.

OVERALL AIM - who's lives is it going to improve

VALUE PROPOSITION
(TOP TO BOTTOM TRIANGLE)

OVERALL AIM/MISSION
SPECIFIC AIMS - these set out the difference we hope to make - OUTCOMES
OBJECTIVES - these set out how we plan to go about achieving aims - OUTPUTS
this is the specific MEASURABLE stuff of what you are going to do this, you CANT DO ANYTHING without these
START YOUR PROPOSITION WITH THIS - it needs to be 3 sentences long (aim, outcome, outputs) - 60 words, NO more.

EXAMPLE

MISSION STATEMENT/VALUE PROPOSTITION

• I want aliex to have a @1st birthday that everyone will remember

(LOOK ON MOODLE) ------------------

OBJECTIVEs

BBC MISSION AND VALUES

OUR MISSION

To enrish peoples lives with programmes and services that inform, educate and entertain

OUR VISION

to be the most creative or

LOOK ON MOODLE ------------

BEN & JERRYS MISSION AND VALUE

PRODUCT MISSION

To make, distribue and sell the finest quality all natural ice create and euphoric c

LOOK ON MOODLE. -------------------

If you afre going to get people to BUY into your idea. It is like a good book - if it doesnt grab you in under the first 5 minutes then it will not work. If you want to sell an idea to someone/killer presentation then START with a value statement which says something about the solution you have come up with but without telling people what it is. 

• This is what i want to do
• this is how it will affect people
• here are the specific things i have done to achive this

It is a great way to introduce everything - very persuasive.