Creative Leadership – Berkeley Uni MBAs

September 8, 2015

Presentation Summary

Leading a business is about winning, and winning has got tougher because we live in a VUCA world. In this presentation Kevin Roberts presents three keys to being a Creative Leader and building a winning business in the Age of Now.

Berkeley Uni MBAs

Creative Leadership: A Supercharged Approach To Success In Today’s Turbulent Environments

Leading a business is about winning, and winning has got tougher because we live in a VUCA world.


SUPERVUCA delivers a brave “now” world, a real-time, on-demand, see-through Age of Now—a thriving eco-system of connectivity, community, and conversation.









Return on Investment

Return on Involvement

Pumping Markets

Creating Movements

As future business leaders, your challenge is to reframe VUCA as SUPERVUCA. Here’s how we lay down a challenge in New Zealand:

In the Age of Now the role of management—Doing Things Right—is tablestakes. It’s leadership—Doing the Right Things—that defines the winners.

The key to growing and winning in a high-speed Age of Now, where creativity is the driving force, is Creative Leadership,

Creative leaders inspire a creative culture, creative people, and creative ideas that ignite growth.

Here are Three Keys to being a Creative Leader and building a winning business in the Age of Now:

#1      Creative Leaders Share the Dream

Martin Luther King did not say “I have a mission statement.”

He didn’t talk about rules or tactics. He talked about a moral imperative, about the Promised Land. He had a dream.

Dreams are about reaching for the stars, not counting them.

Dreams are at the heart of all great endeavours— from launching a business, to building a brand, to starting a movement.

Revolution begins with language. Change the language, change the conversation.

Language drives purpose, language creates belief, belonging and direction.

A Creative Leader inspires everyone to pursue a shared dream through four things:

  • Responsibility
  • Learning
  • Recognition
  • Joy

#2      Creative Leaders Stay in Beta

Creative leaders have lots of (small) ideas, constantly.

Creative leaders reframe A.D.E. Here’s how most organizations ADE, and what creatively-led organizations do:

A D E:                         From                     To

Assess                       50%                     20%
Decide                       30%                     10%
Execute                     20%                      70%

In the Age of Now, Tom Peters’s credo “Fail Fast, Learn Fast, Fix Fast” is proven every day.

#3    Creative Leaders Create Lovemarks

Technology, information and hardware enable, but emotion converts, making people change direction.

Reason leads to conclusions; emotion leads to action.

Brands are owned by management, marketers and stockholders. Lovemarks are owned by the people who love them.

Do you want to be “respected” or “respected and loved?”

Great Brands were Irreplaceable. Lovemarks are Irresistible.

Brands deliver performance, reputation and trust. Lovemarks add three secrets: Mystery, Sensuality, and Intimacy.

MYSTERY is inspiration, dreams, icons, myths, and stories, past / present / future together… It’s what we don’t know, once-in-a-lifetime experiences, that have most value.

SENSUALITY is sight, sound, scent, touch, and taste, the enthrallers of emotions. Consumers operate on all five senses, and most brands do not.

Is your customer experiencing a sensual journey?

INTIMACY is empathy, commitment and passion. It’s the small touch, the perfect gesture.

Intimacy is unbeatable. 


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