I have never Googled something in my life

The Creative Company Conference took place in Amsterdam yesterday, and brought together an interesting assortment of speakers and delegates. Main topic of the day: how can companies be creative?

Some quotes from four chief creative officers on fostering creativity, attention to detail and entrepreneurship and social responsibility:

• “To be creative, you have to start from a place of connection”, according to Ivy Ross, who has worked for Disney, Mattel and Old Navy. She gets teams to ‘hum’ together. She had video profiles made of everyone in a new design department– to facilitate connections. She gets a consultant in to classify people based on their facial characteristics (which sounds as scary as it is), striving for the right team composition. “People are more creative in groups, and you need to find a way to get a group to connect. Smart leaders will be like orchestra conductors”.

• Stanley Hainsworth, who is the 'Global Creative' at Starbucks referred to the '100 list' he spotted in the back office of a local Starbucks. It turned out to be a list of 100 clients, their names, mnemonic aids (‘ pink bag’), and personal coffee orders - the barristas challenged each other to memorise all of their local customers’ preferences. When he came back months later, the list had turned into "the 200 list".

• Richard Reed, co-founder of the highly successful producer of healthy fruit drinks 'innocent' talked about their simple decision to change 'Consume by' to an 'Enjoy by' date on all fruit juice bottles produced. The little things!

• Designer Carlos Miele’s life is about creating elegant dresses as well as instigating social change in his native Brazil. He employs over 1500 locals from the favelas who produce the ornate embroidery that graces the gowns for sale in his own fashion chain. Perhaps better put: he is developing a brand that combines luxury with social responsibility.

• Innocent’s Reed also stressed his belief in 'capitalism 2.0', "We feel that business is a leading agent of social change". He wants his company to be 'porous', to interact with suppliers, consumers, staff, and extend the qualities innocence adheres to throughout its network, on all levels.

My favorite quote of the day came from fashion designer Carlos Miele though, just a little side remark: “I have never Googled something in my life.”