Issue 17: A bulletin for big ideas and better business.

Issue 17: A bulletin for big ideas and better business.

Sir John on unbossing. Building AI. The International Booker. And incredibly shrinking cities.

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OPINION/ CREATIVITY 

Unbossing it: ideas should have no hierarchy

💬 Sir John Hegarty

A new leadership term currently doing the rounds is ‘unbossing’. It’s a method of management where those in charge employ a hands-off approach. Rather than an interventionist, micro-management style of running a company, chiefs offer a wider direction, then trust that teams will get the job done.

While it’s a clumsy idiom, it’s a good idea. An assumption that hurts businesses is that leaders ought to spring forth with all the thinking. When companies are organised in hierarchies, a curious thing happens when people move upwards. As they surge from one promotion to another, professionals become more convinced of their own brilliance. Specifically, they adopt the mindset that a loftier position in the corporate structure means their contributions are keener and more valuable than those who sit below them.

Leaders who are focused on their own talents are less effective

It’s hard to run a creative business in this scenario. When biased leaders prioritise their own ideas, fresh ones from other sources aren’t given the airtime they deserve. The best way to encourage a creative culture is to pay less attention to who’s had an idea, and put more emphasis on the calibre of the idea itself. There is no research pointing to smarter ideas emanating from the corner office (as opposed to factory or office floor). Creativity flourishes when everyone is given permission to have a view on how to change things.

Leaders who are focused on their own talents are less effective than those who are able to recognise brilliance in others. Acknowledge the creative flair that exists in overlooked corners of your organisation, then trust them. They’ll boss it for you.

THE AGENDA

1.
John Montagu, the 4th Earl of Sandwich, was playing cards, and needed a bite. He asked a servant to bring him roast beef between two slices of bread. Consider British Sandwich Week a celebration of a meal that keeps you on your game.
20th – 26th May  

2.
Boeing’s Starliner is expected to ferry astronauts to the International Space Station this week. The mission has been beset by delays and spiralling costs. A reminder that feats of creative innovation seldom run to time – or budget.
25th May

3.
UK Prime Minister Rishi Sunak and South Korean President Suk Yeol are getting together for the AI Seoul Summit. The gathering is intended to devise ways to keep the technology from causing mischief. Global security should be on the agenda, but so too should safeguarding jobs that are vulnerable to automation.
21st– 22nd May

Build it and they will come: Microsoft CEO Satya Nadella
Contributor: SOPA Images Limited / Alamy Stock Photo

SEATTLE / TECH

Building the future?

Microsoft Build gets underway in Seattle today. The tech brand’s developer conference comes hot on the heels of Google and Apple’s big events last week. The theme for the get together is the (slightly ominous sounding) “How will AI shape your future?” It’s unlikely that the event will produce a definitive answer. But it comes against a moment where tech advancement and human creativity appear to be at odds with one another. The outcry following Apple’s ‘crush’ ad demonstrated the level of public anxiety with how digital tools are replacing original thought and imagination. Tech brands are hamstrung between competing in the AI arms race – and showing that they still care a jot for humans.

ART SPECTATOR


Contributor: Sir John Hegarty

LONDON / LITERATURE

Tomes for tough times

Literature is a bellwether for the prevailing mood. As the International Booker Prize is announced this evening, a glance at the shortlist reminds us of the challenges the world currently faces. But there’s a silver lining (or binding) too. While the texts deal with weighty themes, the award officials have recognised an underlying signal of hopefulness also. “Our shortlist, while implicitly optimistic, engages with current realities of racism and oppression, global violence and ecological disaster,” explains chair of judges Eleanor Wachtel. It’s a reminder that fiction is one of the most effective tools in helping us comprehend the world we live in.

Buzzing: but for how long?
Contributor: Sean Pavone / Alamy Stock Photo

KYOTO / CITIES

Honey, I shrunk the city 

The aging population of the world has been described as a demographic time-bomb by experts. As younger people have fewer children, the proportion of elders is surging. It is feared that more ailing people will place a yoke on economies. But what about the shape of cities? A study by Kyoto University has found that half of Japan’s are at risk of disappearing in the next 100 years. Professor Tomoya Mori looked at what would happen if (as worst fears were realised) the population dwindled to one third of what it is today. Societies and ideas flourish when people live in close proximity. Such a shrinkage would be dire for creativity.

This whole world is wild at heart and weird on top.

/ David Lynch

Weekly Inspirations

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Weekly Inspirations

Sign up to our newsletter for your weekly dose of creative inspiration.

Steven Wolfe Pereira

Founder of Alpha

25+ years driving technology transformation at the intersection of marketing, media, and AI.

He has led $5+ billion in strategic transactions, scaled AI-first companies, and held leadership roles across Oracle, Neustar, Publicis Groupe, TelevisaUnivision, and more.

Today, as the founder of Alpha, he advises boards and executives on how to govern AI transformation with confidence. Named a LinkedIn Top Voice and featured in major business publications, Wolfe Pereira combines real operator experience with board-level strategic insight.

Now, he brings that expertise to you—giving you the operator’s perspective on how to thrive in the AI era.

Unlock the 5 Secrets of Business-Critical Creativity for the AI Age

Learn why 87% of leaders say creativity is as vital as efficiency, and how human ingenuity will define success in a world transformed by AI.

Sir John Hegarty

Sir John Hegarty

Founder at Saatchi & Saatchi & BBH

John Hegarty has been central to the global advertising scene for over six decades.

He was a founding partner of Saatchi and Saatchi in 1970. And then TBWA in 1973. He founded Bartle Bogle Hegarty in 1982 with John Bartle and Nigel Bogle. The agency now has 7 offices around the world. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame.

John was awarded a Knighthood by the Queen in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011. John has written 2 books, ‘Hegarty on Advertising – Turning Intelligence into Magic’ and ‘Hegarty on Creativity – there are no rules’.

In 2014 John co-founded The Garage Soho, a seed stage Venture Capital fund that believes in building brands, not just businesses.

Orlando Wood

Orlando Wood

Author and Chief Innovation Officer

Orlando is probably the world’s leading thinker on creative effectiveness. He is the author of advertising’s ‘repair manual’, Lemon, published by the Institute of Practitioners in Advertising in 2019, and its sister publication, Look out (IPA, 2021), the ‘advertising guide’. His books are found on the curricula of communications courses; they complete the libraries of universities and advertising agencies.

Orlando is respected by both advertisers and advertising agencies because he can talk both the language of creativity and profitability. His research draws on neuroscience, the creative arts and advertising history to describe how advertising works, and how it works at its best. How the work, works.

Orlando is unique in drawing a link between advertising’s creative features and its profitability, and for showing how advertising styles have changed in the digital world. If you have ever heard the advertising term ‘fluent device’, it’s because he coined it (and if you haven’t, he uses it to describe the profitable use of recurring characters and long-running scenarios in advertising campaigns).

Greg Hoffman

Greg Hoffman

Global Brand Leader, Advisor, Speaker, Instructor & Author

Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.

For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.

Greg oversaw NIKE’s brand communications and experiences as NIKE was solidifying its position as one of the preeminent brand storytellers of the modern era and the leading innovator in digital and physical brand experiences. Through his leadership, Nike drove themes of equality, sustainability, and empowerment through sport in some of its most significant brand communications. That work was, in part, driven by his role on the Advisory Board of the NIKE Black Employee Network and as a member of the NIKE Foundation Board of Directors.

His role in the rise of marketing and design through that period was recognized in 2015 when Fast Company named him one of the Most Creative People in Business. He’s also been recognized for his transformative leadership in the industry through the Business Insider’s 50 Most Innovative CMOs and AdAge’s Power Players annual lists.

In 2022, Greg brings all of his brand experience to the world through his new book Emotion by Design: Creative Leadership Lessons From a Life at Nike.