Can Manila do a Barcelona?

Last week I gave a masterclass on Brand Renovation for a group of senior managers from diverse backgrounds in Manila. And at the heart of it was a case study on the transformation of Barcelona in the years running up to the 1992 Olympic Games.

I was lucky enough to be consulting for the International Olympic Committee through several Games and later I was able to research the impact and heritage of Olympic cities for this masterclass. I interviewed a range of personalities who had been involved in various capacities, with Barcelona emerging clearly with the “Gold Medal”.

Historically, in the first three-quarters of the twentieth century, that city had been substantially passed by – a sleepy, scruffy, post-industrial conurbation, full of traffic jams.

Under the leadership of its mayor, Pasqual Maragall, a comprehensive new strategy was developed which involved:

the cleaning up of the historic parts of the city, including the wonderful and unique boulevard, Las Ramblas;
the redevelopment of the port area;
the upgrading of the airport and the transformation of the city's main road system;
the building of new sports stadia of various sizes, with the main one earmarked as a major venue for gigs, and home for the city’s second football team, Deportiva Español;
the positioning of Barcelona as a centre for creativity and the arts, with the great architect, Gaudi as the figurehead, plus the artists Picasso and Miró;
a hub for design, fashion and the advertising industry.

At the heart of the strategy, the city competed for and won a whole series of major international events – sporting, entertainment, business, expo and so on. The cherry on the top of the cake was winning the Olympics and the city used that as the lever to get all the urban renewal done.

The consequence of this exciting project has been that Barcelona is no longer a place to be avoided. In fact, for many years now it has become the number one city in Europe for “quality of life”, in the Top 5 for “doing business”, and a Mecca for tourists and (especially) honeymooners.

In post-Olympics research, visitors have described the city as “enchanting”, “exciting”, “cosmopolitan”, “my favourite”, “vibrant” and “oozing style and culture”.

At the masterclass in Manila, we used the Barcelona story as stimulus for thinking creatively together about how their own capital might be similarly transformed – in its own particular way.

So fifty fine minds brainstormed a wide range of possibilities, from which they selected eight ideas as being of particular promise, developing each of them into draft parts of a new strategy for the city.

Hopefully, these will be presented some time soon to the newly-appointed Secretary for Tourism in the Philippines, Ramon Jimenez Jr. There are high hopes for this visionary appointment – unusually Mr Jimenez is regarded as something of a guru in creativity and marketing communications. He was with Saatchi and Saatchi before founding his own creative businesses.

Manila has such enormous potential – if it can be tapped!

Best language for brainstorming?

I have found over the years that brainstorming is best done in local language.

Quite simply, the freshest ideas seem to come into our heads most readily in whatever vernacular we learn in childhood. And they are most easily expressed verbally in that language too.

This is not so easy when, as is usually the case in workshops with multinational companies, the common tongue is second-language English.

My Lintas colleague, Eleanor Modesto, discovered this vividly when she went from Manila to be managing director of the agency in Indonesia. She quickly discovered that the language of business in Jakarta is Bahasa Indonesia, so she got down to learning it, becoming expert enough in the language to pass as a local.

Yet it remained clear to her that being able to speak a language is one thing, whereas thinking in it, having ideas in it, is another thing altogether.

“Sometimes, it’s better to think conceptually in Tagalog [the major Filipino language],” Eleanor has said. “I would ask them ‘Do you have an idiom like this?’” And instead of generating ideas from “Man of Steel,” she would throw Filipino idioms like “tibay ng loob” [loosely translated as strength of character] into the mix, enriching the whole process.

Of course, I’ve discovered over the years that the facilitation of workshops in local language(s) brings greater complexity and requires special skills…

To explore this and much more, come to my Brand Renovation Masterclass in Manila, 8 November:

http://www.yeheydigitalgroup.com/repo/adobomasterclass/masterclass_edm.html

The Tale of the Unknown Island

I was working in Porto and was surprised that the participants in my Innovation Masterclass, all Portuguese, were so convinced that they and their compatriots were not really innovative. I reminded them of the proud Portuguese history of discovery, but they were not convinced.

Perhaps they had not read the short story by their own novelist, José Saramago, “The Story of the Unknown Island”. It opens: "A man went to knock at the king's door and said, Give me a boat..."

Saramago won the Nobel Prize for Literature in 1998.

The story is in the form of a fable and covers so many of the critical issues in creativity and innovation in a hierarchical society – powerful bosses, having clarity of vision or destination, managing doubts, the value of persistence, and courage, paying attention to one’s dreams, breaking away from current wisdom, finding partners with complementary attitudes and skills, realising that we already have the answer within. And much else besides.

I picked it up at the suggestion of my friend, the composer and trombone-maestro, Simon Wills.

Do read it! And let me know what it says to you.

http://www.amazon.com/Tale-Island-Jose-Saramago/dp/0151005958

Thrilla in Manila

November 8 I’ll be doing a Masterclass focused on Brand Renovation in the Philippines.

Come along! http://www.yeheydigitalgroup.com/repo/adobomasterclass/masterclass_edm.html

A case study I’ll be covering there will be on Olympic Cities – the ways in which they brought about improved image, tourism and urban renewal. Or not.

After all cities are, amongst other things, brands. In Manila we’ll be awarding gold, silver and bronze medals. And a wooden spoon.

I was lucky enough to have the International Olympic Committee as a client for several years, so I was able to observe all this at close quarters. And more recently I set about researching the whole business in some depth.

It brought to mind the “Thrilla in Manila”, the legendary fight between Muhammad Ali and Smokin’ Joe Frazier in 1975. All the world tuned in. And it was an astonishing event.

Trouble is: it was held in Manila at the suggestion of President Marcos, who wanted to distract attention from the social upheaval that the Philippines was experiencing. And it left no tangible legacy for Manila whatsoever.

I hope that one of the conversations that we’ll have there will be: how to mount another major sporting event that might have a more enduring transformative effect on that city.

Got any ideas?

“We’ve got plenty of ideas”

In a recent Comment, Arun Prabhu of Arla wrote: “Where I work we are growing in ideas, every time someone runs an idea generation session of any sort, the same "brilliant" ideas come up. The credit deserves to go to the ones who push ideas through the system, into reality and make them succeed.”

So often I hear from clients that they have plenty of ideas, but have difficulty turning them into reality.

It’s a very real issue and for that reason I do more masterclasses on the subject of “Turning Ideas into Action” than any other.

And yet…

Do these organisations really have a surfeit of good ideas? Of ground-breaking new thinking? I’m not so sure.

And the unintended consequence of placing all the emphasis on implementation, as some do, can so easily be that over time the ideas themselves become atrophied, a pale shadow of what will make a real difference, and the flow can start to dry up.

Only connect

I received this from an actor-writer friend, Philip Bird. I think it’s very interesting, full of intriguing and important ideas. What do you make of it?

“I couldn't sleep and for some reason wrote this down.

“The human brain is a wonderful thing, predisposed to look for and find connections between things, often linking different areas of perception in unexpected ways - which is why, for a computer to do what a brain does, it would have to be the size of my house. How each of us makes those connections is an individual mystery, affected by our genes and our exposure to patterns of thought in others - parents, friends, people we admire, some of whom give us permission to think the unthinkable and open doors we didn't even know were there to open.

“To make these connections, to allow our brains to do what they want to do naturally, and in fact can't help doing if released to do it, is the essence of creativity. There is no one creativity, we each have our own. How can we be encouraged to make these connections? To be in an atmosphere of mutual trust and support where egos are left at the door.

“People think 'but if I don't display my ego I will be nothing, just some wishy-washy yes-person bowing to someone else's forceful personality'. But we ask everyone to lose that ego, so that no-one is forcing anyone else. The ego is, after all, only a part of one's personality, the assertive driving look-at-me part. We need to let the brain do its thing, unlimited, unconfined, unfettered, unashamed. People think that only certain people are creative, that some are and some aren't, and they can feel pressured when asked to 'be creative'. That very request may imply that there is a definite end in the view of the questioner, it may put pressure on just by being asked. Somehow the suggestion must be put without pressure; whatever happens must be allowed to happen, with no fixed end in view. Connections will be made, be they wild, funny, synaesthetic, intuitive, if unforced by any agenda, unlimited by preconception. We all have the potential to be creative in our own way, but many of us need the confidence to let it happen.

“There is no-one to please. No-one to impress. I find to be creative I need to carve out some still time first - to look out of the window, deliberately not take anything to do on the train journey, go for a walk, anything which lets the brain work its magic. And it does, in its own individual way, if you wait.”

Philip Bird appears regularly on our stages and film and TV screens. At an “Ideas into Action” Masterclass that I ran at Shakespeare’s Globe in London, Philip was Thomas Edison, going on that same evening to be Dr Caius in The Merry Wives of Windsor on stage there.