Landor CEO Mary Zalla gave two workshops to packed crowds at the Cannes Lions International Festival of Creativity on how to sell creative work.
On 19 June 2012 at the Cannes Lions International Festival of
Creativity, Landor CEO Mary
Zalla and President Cheryl
Giovannoni gave two workshops to packed crowds on how to
creatively sell creative work.
We all work hard to produce creative and, ideally, effective
solutions. But we often don’t pay as much attention to how we share
those solutions.
Getting the best and the most creative work produced is not just
about selling. It is about inspiring your audience to see
potential.
The first thing we need to do is to truly understand our
audiences, empathize with them and their situation. We then need to
have a few things at our disposal:
- Appreciation for the power of story versus plain facts
- Understanding of the confirmation bias
- Courage versus daring
- Awareness of the Asch Effect
- Fortitude and determination
Check out the deck from the Cannes presentation and read her
article on a similar topic, “
Eight principles of creativity.”