“The Key - Quick Conversations on Creativity” Johnny Corbett (Founder WhichWayUp)

🎤 I had a really great “Quick Conversation 🎤 ” with Johnny Corbett about creativity and how it should run through everything we do in a marketing function, not just comms and products 🎤

Creativity matters at every level of business, and Johnny Corbett is well placed to have a point of view with this as the founder of WhichWayUp, helping marketing directors, CMOs and CEOs connect business strategy with marketing best practice and then creating a structure around that.

🎥 Do watch the full 3min film (linked in the comments).

A Summary of Johnny Corbett's key points answering "What is The Key to Great Creativity?":

1️⃣ Creativity isn’t just pretty pictures: ⚡

It’s a way of thinking. In business we lean on data and rational “system‑2” decisions. Johnny argues we need to inject creative thinking into those decisions to inspire people and drive belief and behaviour change.

2️⃣ Embed creativity across capability and culture: 💥

Johnny looks at customer activity, internal capabilities and culture. Creativity plays a role in each. You need to train teams to recognise and harness creativity, put processes in place to let it flourish, and use it beyond communications. Then product development, pricing and internal storytelling all benefit.

3️⃣ We’re human: 🧠

Creativity taps into that. Technology and AI are vital tools, but we’re still human beings. Creative approaches unlock emotions and responses that data alone can’t reach. Everyone can be creative if given the systems and encouragement to think differently.

☕ Thank you Johnny Corbett for the brilliant "Quick Conversation 🎤 " by the Hideaway Coffee in Soho (a great 'secret spot' in Soho) and all the best with your new business WhichWayUp.