The Birthplace of Ideas
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The CEO should be able to set priorities. Here’s a small example.
When I moved to a new office, I didn’t hesitate to spend money on a few things:
- A round table for 8 people in the meeting room.
- Comfortable chairs from Steelcase.
- A huge wallboard (framed like a museum painting).
Why this choice? I wanted our advertising agency to be the most creative one in the country.
The essence of this business isn’t just about clients, pricing, or branding. It’s about systematically generating Wow-ideas.
Sure, talented people come up with ideas, but the environment can either boost or hinder them.
A crucial step in our process was group brainstorming. Sometimes, a multidisciplinary team would sit around one table for many hours. Twenty years ago, clients wanted everything yesterday )
Through experience, I’ve come up with a few simple rules:
- Participants should feel that they are all equal.
- When the body is comfortable, the brain works at its best.
- Visualizing vague ideas helps them grow faster.
I have fond memories of our brainstorming sessions. Especially the moment when the darkness of despair suddenly lit up with a flash of ideas. It became clear to me that investing in building a team and creating the right conditions made sense.
Sincerely yours,
-Alexander
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