“The Key - Quick Conversations on Creativity” Gen (CEO Goodstuff) & Paul (CSO Goodstuff)

🌴 🌴 I was fortunate enough to get a Cannes 2-for-1 from Goodstuff with this Quick Conversation, where I asked Genevieve Tompkins & Paul Gayfer:

“What is The Key 🔑 to Great Creativity?”

🎤 Genevieve Tompkins CEO, Goodstuff:

🤝 “You absolutely need to foster a team that has total psychological safety.”

🎤 Paul Gayfer Chief Strategy Officer, Goodstuff:

💥 “Genuinely being different in the marketplace...creating media activations that people actively want to share.”

I loved that they approached the question from two different, but complementary, angles....the "How" and the "What"

🤝 For Genevieve Tompkins, it starts with the team:

People need to feel safe enough to suggest the big idea, risk sounding stupid and know that their leaders will support them.

Because creativity is scary.

💥 For Paul Gayfer, great media creativity must:

Be genuinely different Create something people actively want to share.

In a world where optimisation is making everything increasingly homogeneous, distinctiveness matters more than ever.

☯️ To combine these, great creativity thrives with both: a culture safe enough to generate ideas and ideas brave enough to stand out.

🙏 Thank you, Genevieve Tompkins and Paul Gayfer. A brilliant "🌴Cannes Quick Conversation 🎤 ".

And thank you to Stagwell Beach for our setting!