Our Business Strategist & Artistic Director, Daniela Pavan, digs deep into the core of Creative Point-On’s business philosophy. In business, ROE has a specific meaning: Return Of Equity, which is a measure of financial performance. It is calculated by dividing net income by shareholders’ equity. ROE is considered the index that measures a corporation’s profitability in relation to stockholders’ equity. But how does ROE apply to the art & business of storytelling?
By Daniela Pavan
Creative Point-On’s businesslines gravitate all around one central concept: storytelling. So the question is, how can the ROE, the return of equity, be applied to a storytelling approach? Maybe interpreting the ROE from a different perspective. If we think about it in terms of Return of Emotions then we can more appropriately and efficiently find its application in the storytelling field.
Since the dawn of time, we have tried to make a sense of our romance with the unknown by expressing it through stories, from primitive graffiti to songs, poems, movies, podcasts, blogs, posts, till the stories on Instagram.
Storytelling pushes the message in the gears of modern communication and global innovation. Behind every artist, entrepreneur, brand, product, or institution, there’s always a story.
We live in a world where we are online almost 24/7, and at times we forget to value the importance of human relationships. Well, stories can help us stay emotionally connected to one another in the same way that they can help brands connect with their potential customers on an emotional level. Stories are indeed a powerful problem-solving tool. They build connections and transform perspectives. Through the conflicts and the challenges in a story, an audience can profoundly transform their point of view and become emotionally attached to the storyline material and to who narrates the story.
“Stories emphasize emotional values. That’s why if a brand, a company, or a talent articulate their storytelling well, they can effectively grow an affectionate audience base, which can therefore turn leads into long-lasting customers.“
Also, stories emphasize emotional values. That’s why if a brand, a company, or a talent articulate their storytelling well, they can effectively grow an affectionate audience base, which can therefore turn leads into long-lasting customers. Storytelling is, by definition, a way of reaching an audience that taps into their emotions, provokes empathy, and resonates deeply with their own personal story.
Whatever emotion a particular story triggers, it ignites a gut feeling. As humans, we’re prone to listen to those emotions and they often become the basis through which we decide to spread the word, to engage with a brand, to buy. This is why storytelling generates not just a return on investment but also a return on emotion.
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For our ON-Business column, our Business Innovation Strategist and Artistic Director Daniela Pavan distills tips on creativity and success in times of COVID-19.
For years people in creative roles were kind of left out of serious business conversations, which instead used to take place only among the upper management in boardrooms. More recently, it looks like Creativity is knocking at the door of those rooms and has gained the right to sit at the decision-making tables as a driver of innovation. The creative spark that used to be just an aesthetic abstraction and somehow light and breezy concept, is now an important leadership quality that is dramatically transforming the way we do business.
By Daniela Pavan
The challenging scenario created by the pandemic emergency is giving creativity an even more crucial role in our lives. We’ve been through so many changes during the past months: we changed the way we work, the way we interact with each other, the way we shop. Change looks always scary, and facing change can throw us in a state of chaos. In times of crisis like these, who should we turn to, and learn from? My answer is: from creative minds, from artists. You may remember Darwin’s evolution theory about “the survival of the fittest”. It’s not the strongest or the smartest one who survives but the one who can adapt more quickly to change and to new contexts. The ability to adapt to change combined with resilience (the quality of recovering quickly from failure and adversity, and using the opportunity for your personal development,) seems to be the best match to navigate this unprecedented scenario. A set of skills that are part of artists and creatives’ natural attitude.
The Creative Pois-On #CreativityWillSaveUs video and podcast serieswants to demonstrate this exactly. We started the project to give voice to prominent figures from the world of art, culture, and entertainment during the COVID-19 emergency, inviting them to come together to reflect on the central value that art brings to humanity during the harsh quarantine times. We have been blessed by so many great contributions from artists from all over the world: 50+ artists for 10 episodes plus a special one celebrating Pride Day. Following these artists and watching them from a privileged point of view, we realized that even between their differences in terms of disciplines and artistic attitudes, they all have two fundemantal traits in common: resilience and adaptability. In fact, they all managed to keep their creative spark alive and produce arts against all of the odds. Even the performing artists who have seen their venues abruptly shut down, basically overnight.
So now the question is, how can we learn to be ourselves, as resilient and flexible? Here are some of the reflections that our series #CreativityWillSaveUs inspired me:
1 Change the narrative: when something bad or unpredictable happens, many of us spend a lot of time in a “rumination mood”, reliving the event over and over in our heads. This way we don’t allow ourselves to move forward. What I learned from our artists is the importance and the courage to change a story by building a new one. How? By writing, singing, playing music, painting, acting, there are infinite creative ways that we could all explore. The goal is to be brave enough to face our deepest thoughts and feelings, and not to necessarily produce a memoir-like masterpiece, courage as a first step is already a big accomplishment. And precisely about this topic, I found out that there is a study from 1988 that demonstrates how a sample of people who embarked in an Expressive Writing program for four days was healthier six weeks later and happier up to three months later if compared to some others whose task was to write about some more random topics. This is valid, in my opinion, for any form of art because it forces us to deeply analyze each one of our ideas and allows us to see things from new perspectives. I personally enjoy changing my narratives through acting and dancing, because they both allow me to explore the story from different angles.
2 Practice Meditation: you may already know that usually, our most painful thoughts revolve around our past and our future. We may regret things that went wrong or we are anxious about the things that will happen or not happen to us. Practicing mindfulness and meditation keeps us centered and concentrated on the present. being, the now. You may think that our main concerns are attached to the present time we are living. You might have this sensation, even though really, our lives are made of a series of circumstances that often we can’t control. Therefore meditation can help us stay focused on what we can control, accept what we can’t control and think more clearly about our next steps. The past months have been very painful for me as well, on a personal level. I want to suggest a practice that I like to do: mindful breathing. I usually get very anxious because I am always projecting my thoughts into the future of what might happen. This exercise can be done for 5 or 7 minutes a day, or every time you feel under stress. Find a comfortable position. You can be seated on a chair or on the floor, on a cushion. Keep your back upright, but not too tight, with your hands rested comfortably. Allow yourself to relax and become aware of your body seated, the sensations that it experiences, the connection with the floor or the chair. Remove any tightness or tension. Simply breathe. Feel the natural flow of breath, while inhaling and exhaling. Notice how you feel while you breathe. See if you can feel the sensations of your breath, one breath at a time. Now as you do this, your mind may start to wander and think about different things. It’s very natural, so no worries. When this happens, gently redirect your attention right back to the breathing.
3 Find your Ikigai.Ikigaiis a Japanese word that means purpose in life. We can say that Ikigai is the secret ingredient for happiness. Ikigai is about finding fulfillment, happiness, and balance in life. Many of us think that our job, family, and passions are different solos, like separate aspects of life. The Ikigai philosophy instead puts the accent on a fundamental truth: nothing in life is a solo… but everything is connected… as we always say here atCreative Pois-On. So yes, according to the Ikigai, it is possible to be true to what you love, live a fulfilled life, and make a positive impact on the life of others. So let’s dive in, what’s the definition of Ikigai. The Ikigai is the intersection between what you love, what the world needs, what you can get paid for, and what you are good at. Take a few minutes to write down some keywords, concepts, and ideas that come up to your mind for each of the four categories above and for overlapping areas. Think about how these elements may relate to each other. And then, leave space in your mind to whatever element, word, category, may naturally emerge by bringing these four elements together. So when you have this centerpiece clear in your mind found it, think about what is the first very simple step you can immediately take, and that it could be a practical expression of this centerpiece, which is your Ikigai. Are you curious to try? Artists, creative minds as well as successful businessmen all over the world, have in common the fact that they have found their Ikigai, that they are crystal clear about their purpose in life. That is what keeps them motivated, resilient but also flexible and perseverant.
Now it’s up to you. Ready to take your first step?
Learn more about Creative Pois-On Business Services HERE.
About Daniela Pavan
THE STORYTELLER WHO CONNECTS THE DOTS OF CREATIVITY, INNOVATION, AND BUSINESS
Born and raised in Italy, Daniela Pavan is now based in NYC. This is one of the reasons why she is blessed with both Italian artistic passion and NYC’s unique edge. With 20 years of experience working in the world of digital, design and communication with big companies, agencies as well as small start-ups, Daniela has also a strong collaboration with the University of Venice (Italy) where she won a grant for a research focused on understanding if and how creativity and design can be drivers for innovation. Co-Founder, Artistic Director, Creativity Curator, and Business Mind of Creative Pois-On. She is also our resident “bridge builder” as she is fluent in both business and creativity! Our creatives would be lost without her! Follow her Creative Bridge episodes on the Creative Pois-On Podcast.
Tips on Business & Creativity During the Lockdown by Our Artistic Director Daniela Pavan
Stay Home. Save Lives. This is the mantra of the moment. And it’s a very good one to have in mind to overcome the current situation that we are going through. These weeks, we are all supposed to be in quarantine, and for sure we are all wondering how long this will last, how can we overcome the current difficulties that we are facing, and what kind of future is awaiting us.
Being quarantined may bring a lot of anxiety and for sure it is a very unusual situation to go through. However, as Steven Spielberg once said, let’s “replace fear with curiosity”. Let’s use this time that we have now to learn new skills and prepare ourselves for all the opportunities that will be available after the Corona Virus emergency. Dancer Twyla Tharp said that “creativity is not just for artists,” and I couldn’t agree more. Also, she stated that creativity, “it’s for business people looking for a new way to close a sale; it’s for engineers trying to solve a problem; it’s for parents who want their children to see the world in more than one way.”
Isolation and quarantine are great opportunities to prioritize our well-being, but also to invest time and energy to become more productive. Let me give you some illustrious examples. William Shakespeare wrote King Lear during quarantine, and Isaac Newton produced some of his best work while in quarantine, writing the papers that would become his early calculus and developing his theories on optics while playing with prisms in his bedroom. Also, Florentine writer Giovanni Boccaccio got very productive during his 1348 plague’s quarantine. During that time he wrote The Decameron, a collection of novellas framed as stories that a group of friends tell to each other while locked-down inside a villa. Doesn’t it look like what we are living today? Interesting right?
They say that “innovation takes time”. How often have we heard this sentence? People need time to think, research, and test ideas. Time to collaborate with others to assess ideas. We need time to get creative. Now we do have that precious resource that we always wanted… we have time! Be creative! Don’t waste it. Being in quarantine is not being on vacation, actually, it means that we are all socially responsible for the future of our community, therefore we should invest this time in learning and improving our skillset to become a better version of ourselves. Instead of being stressed, unproductive and unable to think properly, let’s take a step back, get clear and make a plan so that you can still have a profitable year in your business, despite what we are all experiencing at the moment. Maybe there’s a gift in all of this craziness. Maybe your business or your projects could be even more aligned with your soul’s purpose.
Let’s take a step back and think about how we can use this time wisely. Let’s think about a long-term view of the year rather than panicking. Design Geek & Insta Teacher Kat Coroy shares an interesting perspective.
She says: “If you are an artist for example and your exhibition just got canceled, rather than being upset, use this time to create really amazing pieces without distractions and, later in the year, you can have an even bigger exhibition which can bring you even more money than having an exhibition now. If you are a jewelry designer, think about a new collection that you can design now and that can be sold later in the year as a back to work style or holiday season gifts. If you are a personal trainer, learn new skills… let’s say learn how to make videos and share your classes on social media and your website. Later in the year, this can be a huge push for your business. This is a time where we can really think about what we really want to achieve and build a plan to get there. Stress and panic are not good friends of thinking clearly. So, take a break from anxiety, and focus on who you are and what your real purpose is.”
Maybe you find out that you want to help to fundraise the research against Corona Virus, or share your knowledge with people. Use your time wisely, you can do this.
So, how can we work on our creativity at the time of Corona Virus?
First of all, creativity is about discovering your own ways to work, your unique practice, and from there growing your confidence. It’s about gathering inspiration from others and learning to recognize the real and true value of what you do. Some of you guys may feel intimidated by creativity or, instead, feel that you have a huge creative spark. Anyhow, let’s explore it together. We may find out that some of the new skills or some of the ideas we develop during this time in quarantine, may be useful in the following months. For example, let’s try to experiment on how to see beyond the obvious. In a book entitled Conscious Creativity that I have recently reopened, there are a lot of interesting exercises that can help unlock our creative potential. One of them is about working with shadows.
The concept of shadows can be frightening because related to the concept of the unknown. However, shadows are part of our lives. A quote from the book says “as silence proves the sound, and pausing proves the act, it is always darkness that proves the light.” Shadows can transform a dark corner into a piece of poetic atmosphere, and they can also help us see beyond the obvious. By learning how to investigate shadows we can help us work with contrasts, not just artistically speaking but in life as well. And considering the times we live in this can be something we can all work on. The contrasts can make us see the beauty in the shadows.
So, the exercise I would like to suggest today starts with us “thinking about what shadows evoke: new forms? A sense of calmness? A transformation of light?”
A SHADOW STORY
Now let’s create a shadow story. Yes, you read that right, a shadow story. We are storytellers, so let’s roll up our sleeves and build our story.
Here is how it works. Collect a series of let’s say 6 images of shadows, to create a visual story that narrates a journey, even if it’s a journey only you can understand. Be led by what you see rather than having a pre-prepared idea and let the narrative be whatever it wants, abstract or linear. The goal is to get you to engage with the shadows and embrace them as creative tools. Taking pictures with your phone is a great way to capture shadows and all their details. It’s not an exercise of perfection, but it is instead a storytelling and narration approach. You may wonder, I am stuck in my house, how can I do it?
The answer is to use the space that surrounds you to get inspired. Start observing it. You may notice details you were not even aware of. Observing the contrasts of light and shade near windows and doors is always a great place to begin. Also, look for how colors can add value to your story, combined with shadows in different ways.
Then if you like the idea, share your story with us on IG, tagging @creativepois_on with the hashtag #shadowstory. Looking forward to seeing your stories! =)
Our Artistic Director Daniela Pavan, discusses the topic of Transformation from her business and bridge-builder perspective; in conversation with our host of the month, Digital Strategist, Beauty & Fitness Model and Executive Producer of Melange 2019, Mara De Los Santos.
Every month we discuss the monthly topic with
Daniela by connecting the dots between the world of business and creativity,
and we will explore its potential and share insights. This month we are talking about
Transformation. How do you think
Transformation can be explored from a business and a creative perspective?
Let’s listen to what Daniela has to say.
“Transformation is a huge connector between the creative world and the business environment, more than I expected. But in order for it to be effective, it looks like transformation needs creativity, therefore it can generate innovation. However, there is another key ingredient we shouldn’t forget which is good leadership. Good leaders can activate the creative spark and nurture innovation by being inspiring people for their teams. Also, we need to remember that there is another important force in this transformation process: the customer, real people, while technology is just an enabler. Think about communication, we always say brands communicate to customers, but it’s always people talking to other people, independently on the platform they use. Right? That’s why for example what we call digital transformation is not only about technology; it is even more about people and how to connect with them, how they interact and use technology. The key word here is customer engagement which can become customer delight through an excellent digital transformation. Creativity is an act of courage… and change requires brands to be brave as well. Tom and David Kelley in their book Creative Confidence say: ‘The combination of thought and action defines creative confidence: the ability to come up with new ideas and the courage to try them out.” They interviewed also Stanford professor Albert Bandura who demonstrated that our belief systems affect our actions, goals, and perception. People who believe that they can effect change are more likely to accomplish what they set out to do. Professor Bandura calls this “self-efficacy.” According to his findings, people with self-efficacy set their bar higher, try harder and persevere longer, which brings them to show more resilience in the face of failure.
It is like that a
complete, new world of possibilities can emerge when people overcome the fears
that block their creativity. Rather than feeling paralyzed in front of
challenges, they are open to experience new opportunities and learn from them.”
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