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2020 \u00e9 um ano at\u00edpico. Se fizermos uma pesquisa simples pela forma como as pessoas, em todo o mundo, olham e descrevem este ano, vemos que dominam express\u00f5es como: fora do normal, sem precedentes, apocalipse, crise, \u201cpara esquecer\u201d… E, por isso, estamos curiosos para conhecer \u00a0a palavra do ano da dictonary.com<\/a>, ou ver a capa da Time que nos surpreende sempre. A palavra de 2020 ainda est\u00e1 em aberto. Mas, na LLYC, antecipamos a f\u00f3rmula que temos usado para nos guiar na incerteza e volatilidade que dominou este ano \u2013 e que certamente nos continuar\u00e1 a guiar no pr\u00f3ximo: a criatividade<\/strong>.<\/p>\n Na reta final deste ano, queremos refletir sobre o papel que a criatividade tem nas v\u00e1rias esferas da comunica\u00e7\u00e3o \u2013 mas tamb\u00e9m no mundo, que precisa de solu\u00e7\u00f5es criativas para desafios complexos e nunca antes vistos. Se a criatividade est\u00e1 a ser uma boia salva-vidas em 2020, ser\u00e1 o ant\u00eddoto para as empresas e para as marcas que quiserem vingar em 2021.<\/p>\n \u00c9 por isso que vos convidamos a fazer uma viagem ao longo deste artigo, que nos permitir\u00e1 perceber:<\/p>\n [\/et_pb_text][et_pb_text admin_label=”La creatividad ha destacado en un mundo \u00abultra VUCA\u00bb” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ 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z_index_tablet=”0″]<\/p>\n A criatividade destacou-se num mundo \u201cultra VUCA\u201d<\/strong><\/p>\n O termo criatividade est\u00e1, do ponto de vista etimol\u00f3gico, ligada ao termo \u201ccriar\u201d, do latim creare<\/em>, que significa a capacidade de inventar, dar exist\u00eancia ou criar rela\u00e7\u00f5es at\u00e9 ent\u00e3o n\u00e3o estabelecidas. Na nossa atividade, e lado a lado com os nossos clientes, a criatividade \u00e9 sermos sens\u00edveis a desafios, defici\u00eancias e incongru\u00eancias e termos a intui\u00e7\u00e3o e a motiva\u00e7\u00e3o de formular hip\u00f3teses que ajudam a ultrapassar as mesmas; \u00e9 ter feeling<\/em> e a humildade suficiente para combinar o lado direito com o lado esquerdo do c\u00e9rebro.<\/p>\n \u201cCriar \u00e9 matar a morte\u201d, dizia Romain Rolland, novelista, bi\u00f3grafo e m\u00fasico franc\u00eas. E todos sabemos da necessidade que sentimos ao longo destes \u00faltimos meses, em nos reinventarmos para sobreviver e nos mantermos relevantes: segundo o jornal El Pa\u00eds<\/a>, a paisagem empresarial mudou muito ao longo dos \u00faltimos seis meses e as organiza\u00e7\u00f5es foram obrigadas a redefinir os seus modelos de neg\u00f3cio devido \u00e0 COVID-19. A criatividade, de acordo com este artigo, foi um elemento chave neste caminho.<\/p>\n Ed Catmull, um dos fundadores da Pixar, diz que esta empresa \u00e9 especial porque tem a consci\u00eancia de que sempre ter\u00e3o problemas, muitos deles invis\u00edveis aos seu olhos; e \u00e9 o facto de trabalharem arduamente para revelar esses problemas, mesmo que, ao faz\u00ea-lo estejam a colocar-se numa posi\u00e7\u00e3o desconfort\u00e1vel; e \u00e9 o facto de, quando se deparam com um problema, mobilizarem todas as suas energias para o resolver. \u00c9 por isto que adora ir trabalhar todas as manh\u00e3s. \u00c9 isto que o motiva e lhe d\u00e1 um definitivo sentimento de miss\u00e3o. E \u00e9 esta energia que provoca a nossa mente criativa \u2013 que a abana, que a acorda e que a despoleta. Muitas vezes sem nos apercebermos disso.<\/p>\n De facto, a crise \u00e9 um terreno f\u00e9rtil para a criatividade e a criatividade \u00e9 aquilo que nos faz renascer das cinzas \u2013 e olhar de forma diferente para o mundo que nos rodeia. Ent\u00e3o, vamos fazer esse exerc\u00edcio.<\/p>\n Ficou c\u00e9lebre a frase do jornalista da Forbes, Mark Nevins, que no dia 19 de mar\u00e7o dizia: \u201cIf you ever wondered what VUCA really looks like, this is it\u201d. Mas hoje \u00e9 preciso redefinirmos este acr\u00f3nimo, na esperan\u00e7a de criar uma mentalidade \u201cultra VUCA:<\/p>\n <\/p>\n <\/a><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Destacado” _builder_version=”4.4.8″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” background_color=”#e6eef4″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” 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z_index_tablet=”0″]<\/p>\n Precisamos de mentes criativas<\/strong><\/p>\n Se d\u00favidas houvesse, estamos hoje mais conscientes da relev\u00e2ncia que ganhou a criatividade \u2013 n\u00e3o s\u00f3 nesta esfera da comunica\u00e7\u00e3o em que nos movemos, mas na forma como pensamos em solu\u00e7\u00f5es sustent\u00e1veis para os problemas que enfrenta o nosso mundo. O Cinco D\u00edas<\/a> \u2013 com base nas principais conclus\u00f5es do estudo realizado pela EY e o Future of Work Institute<\/a> \u2013 avan\u00e7ava que mais de 90% das empresas espera que a procura por compet\u00eancias criativas cres\u00e7a entre 2020 e 2022. De facto, de acordo com o fundador do Future of Work, o principal desafio com que nos deparamos hoje est\u00e1 mais relacionado com a complexidade desencadeada pela incerteza ou imprevisibilidade do que com a falta de desenvolvimento tecnol\u00f3gico. Assim, \u201cpara gerirmos situa\u00e7\u00f5es dif\u00edceis para as quais nunca nos depar\u00e1mos antes, com problema novos, precisamos de solu\u00e7\u00f5es criativas\u201d, refere Santi Garc\u00eda.<\/p>\n No entanto, se olharmos para os dados do reporte anual da PwC<\/a> que inquere anualmente CEO de todo o mundo, 74% dos gestores afirma que a falta das compet\u00eancias certas nos seus profissionais \u00e9 uma das suas principais preocupa\u00e7\u00f5es \u2013 o que pode comprometer a forma como as empresas ir\u00e3o responder aos impactos da pandemia de COVID-19.<\/p>\n De facto, a criatividade apareceu surpreendentemente no topo no estudo anual do LinkedIn<\/a> \u2013 What Skills Companies Needed The Most, em 2019. E n\u00e3o apareceu por acaso. Paul Petrone explica porqu\u00ea<\/a>, recorrendo \u00e0 defini\u00e7\u00e3o do instrutor do LinkedIn Learning, Stefan Mumaw: \u201cCreativity is problem-solving with relevance and novelty.\u201d De acordo com autor, a criatividade tornou-se vital porque, hoje em dia, tudo o que possa ser automatizado j\u00e1 \u00e9 ou ser\u00e1 em breve feito por m\u00e1quinas, o que ir\u00e1 diminuir drasticamente as tarefas mais mec\u00e2nicas e t\u00e9cnicas do trabalho. Neste contexto, o que nos resta como elemento verdadeiramente diferenciador? A capacidade que o jornalista tem de relatar uma hist\u00f3ria que crie empatia; a habilidade do programador que escreve c\u00f3digo mas sonha com softwares que resolvem velhos problemas; a capacidade do analista financeiro que pensa criativamente em solu\u00e7\u00f5es que partem da hist\u00f3ria que contam aqueles n\u00fameros. Para todas estas situa\u00e7\u00f5es precisamos de mentes criativas.<\/p>\n Num curioso artigo de Natalie Nixon, para a Inc.com<\/a>, a fundadora da Figure 8 Thinking defende que a nossa capacidade criativa depende da nossa compet\u00eancia para resolver problemas atrav\u00e9s do reenquadramento, de fazer melhores perguntas, de colaborar com diferentes tipos de pessoas e de exercitar a nossa intelig\u00eancia emocional. Nixon fala em 3 componentes essenciais para a criatividade, que devemos considerar \u2013 \u00e9 o \u201c3iCreativeFramework<\/a>\u201d:<\/p>\n \u00c9 cada vez mais unanime que, ao longo da vida, aprendemos a ser n\u00e3o-criativos \u2013 isto \u00e9, a criatividade n\u00e3o \u00e9 aprendida mas, pelo contr\u00e1rio, desaprendida. E esta n\u00e3o \u00e9 uma novidade de agora. De acordo com um estudo de George Land e Beth Jarman \u2013 que, nos anos 1990 fizeram uma pesquisa sobre a criatividade baseada nos testes usados pela NASA para a sele\u00e7\u00e3o de cientistas e engenheiros \u2013, o decl\u00ednio da criatividade n\u00e3o se deve ao aumento da idade mas sim aos bloqueios mentais que as institui\u00e7\u00f5es e grupos sociais em que a crian\u00e7a \u00e9 obrigada a se inserir lhe imp\u00f5em.<\/p>\n N\u00e3o somos educados para ser criativos. Na verdade, \u00e0 medida que vamos crescendo, vamos tornando-nos menos criativos. Como refere Humberto Massareto, \u201cA crian\u00e7a nasce sem bloqueios, aprende algumas coisas e o seu repert\u00f3rio come\u00e7a a constituir-se. Pelo facto de n\u00e3o ter medo, ela expressa-se sempre que tem oportunidade, da\u00ed se dizer que s\u00e3o mais criativas. Na verdade, elas arriscam-se sem medo\u201d. Mas a sociedade vai-nos moldando e por vezes criamos bloqueios quer a n\u00edvel emocional, que se demonstra atrav\u00e9s do medo e preconceitos, mas tamb\u00e9m bloqueio organizacional, pois a gest\u00e3o multicliente d\u00e1 pouco espa\u00e7o para criatividade.<\/p>\n Em 2020, a criatividade voltou a estar no top de compet\u00eancias do LinkedIn<\/a>. E tudo indica que se manter\u00e1 2021.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Destacado” _builder_version=”4.4.8″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” background_color=”#e6eef4″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” 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Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Del big data al creative data” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n Do big data<\/em> ao creative data<\/em><\/strong><\/p>\n \u00c9 verdade que o desenvolvimento tecnol\u00f3gico pode dar-nos uma capacidade imensa de processar dados, fen\u00f3menos, factos. Mas s\u00f3 a criatividade ter\u00e1 a habilidade de lhes dar um sentido, um prop\u00f3sito e um caminho com impacto.<\/p>\n \u00c9 o mesmo que defende o evangelista dos dados da Google, Avinash Kaushik, na sua famosa teoria dos 10\/90, onde explica a import\u00e2ncia da an\u00e1lise e interpreta\u00e7\u00e3o dos dados: devemos alocar 10% do investimento total a extrair as m\u00e9tricas e 90% a construir uma camada de intelig\u00eancia sobre esses dados. E, nesta equa\u00e7\u00e3o, o sucesso est\u00e1 na capacidade criativa que fazemos com a informa\u00e7\u00e3o recolhida, ou seja, evoluirmos do big data<\/em> para o creative data<\/em>, pois \u00e9 isso que nos permite encontrar insights<\/em> num panorama de infoxica\u00e7\u00e3o. \u00c9 esta intelligence<\/em> baseada na extra\u00e7\u00e3o de dados que nos apaixona na consultoria das marcas para as quais trabalhamos \u2013 e que nos permite pensar e responder a desafios de forma criativa.<\/p>\n Em 2018, um estudo da McKinsey<\/a> apontava neste sentido, ao referir que os neg\u00f3cios que conseguissem combinar com sucesso criatividade e an\u00e1lise teriam a capacidade de crescer o dobro daqueles que n\u00e3o tivessem estas capacidades: \u201cA ideia de que a criatividade e os dados s\u00e3o advers\u00e1rios \u00e9 simplesmente obsoleta. Combinar o poder da ingenuidade humana com os insights<\/em> que extra\u00edmos da an\u00e1lise de dados \u00e9 um \u00f3timo come\u00e7o. (\u2026) Longe de roubar a alma de uma marca, a fus\u00e3o destas compet\u00eancias e a ado\u00e7\u00e3o deste mindset<\/em> \u00e9 essencial para a moderniza\u00e7\u00e3o do marketing e para estimular o crescimento dos neg\u00f3cios.\u201d \u00c9 esta mudan\u00e7a de paradigma que transforma um analista ou um consultor num potencial estratega e criativo: \u201cTransportar os insights<\/em> dos consumidores do cen\u00e1rio de fundo para a linha da frente na forma como se cria engagement<\/em> com estas comunidades d\u00e1 ao analista uma nova voz no processo criativo. Ele come\u00e7a assim a participar no processo de dar uma nova vida ao seu trabalho: ajudar a definir uma nova campanha, a construir um email para um determinado segmento, a definir uma experi\u00eancia f\u00edsica. Esta possibilidade confere um sentimento de empoderamento ao papel do analista e ajuda a trazer para cima da mesa algumas ideias que, de outra forma, nunca veriam a luz do dia.\u201d<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”http:\/\/ideaspt.llorenteycuenca.com\/wp-content\/uploads\/sites\/9\/2020\/11\/6-2.jpg” align=”center” align_last_edited=”on|desktop” align_tablet=”center” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ \/][et_pb_text admin_label=”Los \u00abno creativos\u00bb que son los creativos del futuro 1″ _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” 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header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n Os \u201cn\u00e3o-criativos\u201d que s\u00e3o os criativos do futuro<\/strong><\/p>\n Qual \u00e9 a boa not\u00edcia? Jessica Stillman<\/a> avan\u00e7a uma: \u00e9 que talvez sejamos mais criativos do que achamos. De acordo com um estudo que analisou a forma como a generalidade das pessoas se auto-avalia em v\u00e1rias \u00e1reas descobriu que as pessoas tendem a ser otimistas em muitas compet\u00eancias sociais e t\u00e9cnicas, com exce\u00e7\u00e3o para a criatividade: a tend\u00eancia \u00e9 para subestimarmos as nossas capacidades criativas. Somos, por isso, mais criativos do que achamos\u2026<\/p>\n No mundo da comunica\u00e7\u00e3o e nas ag\u00eancias de publicidade \u2013 assim como na estrutura organizativa de muitas empresas \u2013 estava muito bem definida uma fronteira entre os departamentos e de quem faz o qu\u00ea. Durante muito tempo convivemos com o dogma de que as ideias t\u00eam origem num s\u00f3 um s\u00edtio \u2013 no departamento criativo. Os criativos s\u00e3o os respons\u00e1veis por criar as ideias que v\u00e3o solucionar os desafios que s\u00e3o lan\u00e7ados pelos clientes. Todos os outros colaboradores que n\u00e3o tinham essa fun\u00e7\u00e3o s\u00e3o rotulados como \u201cn\u00e3o criativos\u201d. De alguma forma muitos de n\u00f3s crescemos profissionalmente com a aceita\u00e7\u00e3o desse preconceito, mesmo apresentando muitas ideias que n\u00e3o vinham da\u00ed ou s\u00f3 da\u00ed. Por responsabilidade do sistema, mas principalmente, porque nunca question\u00e1mos, porque nunca pusemos isso em causa. Era o que era.<\/p>\n Mas acreditamos que esta j\u00e1 n\u00e3o \u00e9 a realidade nem a necessidade que os tempos de antecipa\u00e7\u00e3o nos exigem. Num mundo \u201cultra VUCA\u201d, o lugar da criatividade s\u00f3 pode ser o \u201cdepartamento colaborativo\u201d \u2013 isto \u00e9, a criatividade n\u00e3o tem um lugar pr\u00f3prio porque pode acontecer em todo o lado, desde que haja capacidade para a deixarmos acontecer e atuarmos sobre ela.<\/p>\n Isto n\u00e3o invalida que haja um respons\u00e1vel final e que tem o dever de tomar a decis\u00e3o. O segredo est\u00e1 em ouvir e definir o caminho com os dados de que dispomos, com as ideias e tamb\u00e9m seguir um determinado feeling<\/em>.<\/p>\n Como defendeu Ed Catmull, a criatividade tem de come\u00e7ar algures. O autor acredita no poder do feedback<\/em> sincero e estimulante no processo iterativo \u2013 retrabalhar, retrabalhar e voltar a retrabalhar, at\u00e9 uma hist\u00f3ria com falhas encontrar o seu fio condutor.<\/p>\n E todos podemos ser criativos? Sim, todos somos criativos. A criatividade n\u00e3o \u00e9 apenas destinada a mentes brilhantes e iluminadas, a criatividade \u00e9 uma ferramenta que pode ser potenciada, em que o grande desafio \u00e9 saber como a estimular e tirar partido da mesma, ultrapassando as barreiras que condicionam a inspira\u00e7\u00e3o, como os bloqueios emocionais e os bloqueios organizacionais que roubam espa\u00e7o para a criatividade.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Destacado” _builder_version=”4.4.8″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” background_color=”#e6eef4″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” 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header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Los \u00abno creativos\u00bb que son los creativos del futuro 2″ _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” 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header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n Segundo Erich Fromm, \u00a0psicanalista, fil\u00f3sofo e soci\u00f3logo alem\u00e3o, as condi\u00e7\u00f5es para a criatividade s\u00e3o \u201cficar perplexo; concentrar-se; aceitar o conflito e a tens\u00e3o; nascer todos os dias; ter um sentido pr\u00f3prio.\u201d Mas cada um de n\u00f3s tem processos criativos diferentes e \u00e9 importante conhecer o \u201csegredo\u201d do nosso processo, como o conseguimos potenciar.<\/p>\n Por exemplo, temos uma resposta para as seguintes perguntas?<\/p>\n A segunda boa not\u00edcia \u00e9 que uma ideia vencedora pode ser criada em 2, 3 ou 4 segundos; o desafio \u00e9 que n\u00e3o sabemos quando e onde \u00e9 que esse momento vai acontecer. Mas, h\u00e1 que criar condi\u00e7\u00f5es e est\u00edmulos para os deixar aparecer.<\/p>\n A criatividade pode estar nas coisas mais simples e n\u00e3o apenas nos grandes conceitos ou nas grandes ideias. Numa conversa, numa forma de apresentar, numa negocia\u00e7\u00e3o ou numa simples tomada de decis\u00e3o. A criatividade n\u00e3o se manifesta apenas num servi\u00e7o ou solu\u00e7\u00e3o inovadora, num modelo de neg\u00f3cio ou numa ideia de comunica\u00e7\u00e3o, mas tamb\u00e9m em atitudes, relacionamento e at\u00e9 na negocia\u00e7\u00e3o.<\/p>\n\n
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\u201cA criatividade \u00e9 sermos sens\u00edveis a desafios, defici\u00eancias e incongru\u00eancias e termos a intui\u00e7\u00e3o e a motiva\u00e7\u00e3o de formular hip\u00f3teses que ajudam a ultrapassar as mesmas; \u00e9 ter feeling e a humildade suficiente para combinar o lado direito com o lado esquerdo do c\u00e9rebro\u201d<\/h2>\n
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\u201cA nossa capacidade criativa depende da nossa compet\u00eancia para resolver problemas atrav\u00e9s do reenquadramento, de fazer melhores perguntas, de colaborar com diferentes tipos de pessoas e de exercitar a nossa intelig\u00eancia emocional\u201d<\/h2>\n
\u201cNum mundo \u201cultra VUCA\u201d, o lugar da criatividade s\u00f3 pode ser o \u201cdepartamento colaborativo\u201d \u2013 isto \u00e9, a criatividade n\u00e3o tem um lugar pr\u00f3prio porque pode acontecer em todo o lado\u201d<\/h2>\n
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