Creativity - Alchemy or Science?
Interview of Craig Wynett, Chief Creative Officer, Procter and Gamble
Interview with Craig Wynett, Chief Creative Officer, Procter and Gamble
Insights from the interview:
- If a pilot would announce, “I’m the most creative pilot, you would grab your bags and leave”;
- Thinking is expensive metabolically, which means most of the decisions are automatic. What is interesting is what drives that automatic decisions;
- P&G has a strong corporate culture with strong individuals. In most corporates, either one dominates.