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Last week I attended the annual Award for Design Excellence, hosted by the Norwegian Design Council who promotes the use of design as a strategic tool for innovation. Cheryl Giovanni, the Managing Director of Landor Associates, UK was one of the headline speakers and discussed some interesting case studies related to 'genuine brands'. BP and the "new" beyond petroleum strap line was a compelling story and it reminded me of a very interesting concept discussed in the book 'Creative Man'.

'Creative Man' contains a likely scenario for the near future and a model for explaining the behaviour of modern man, with a focus on the increasing societal and individual need for creativity.

The following text is lifted from the official site:

Who is "Creative Man"?
The Copenhagen Institute for Futures Studies examines the trends and tendencies that affect our future. In the last couple of years, the Institute has concluded that many of these very diverse trends signal a development that means that society will increasingly be driven by creativity and innovation – and that these will increasingly be greater part of everyday life. That development – the rise of "Creative Man" and "Creative Man Logic" is the subject of this article.

Who is Creative Man? Creative Man is, of course, both genders. Creative Man embraces both creative people and innovators. Creative Man is both the person full of brilliant, exciting ideas, but who seldom, if ever, carries them out; and her counterpart who can take an idea – his or someone else's -- and put it into practice.

New trends arise when needs meet means. When people have a need for personal development or gratification, and a technological or cultural innovation offers to fulfil that need, a new social trend results. This also applies to industrial trends, where new technological and social means fulfill new needs on the market and in the workplace.

From a social perspective, the rise of "Creative Man" is born of a need for greater personal growth, a need that our research indicates is becoming greater and greater. That need is being matched by the growth of new technologies that allow greater self-expression.

In the same way, increased automation is shifting workers out of the service industries. We believe that the same advances in technology will give these workers a home in creative and innovative industries.

The trend towards greater creativity and innovation, as expressed in ‘Creative Man’, has roots in both the social and the commercial evolution. So it makes sense for us to look at the most prominent needs and means that form the foundation for Creative Man. And we will look at what the rise of Creative Man logic will mean in the workplace, the marketplace, and to mass media.

Posted by Johan on 20 Mar 08, at 12:22 am

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