Selling creativity

On 19 June 2012 at the Cannes Lions International Festival of Creativity, Mary Zalla 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.”