Introduction
Corrine’s The Creative Economy class embraced the theory and practice of entrepreneurship. It started from design thinking, which taught us how to generate bright ideas and how to develop it for business. Even though Corrine’s class seemed to focus on innovation and how to find a market for business, it enabled us to practice creative leadership and how to manage a creative organisation as well as financial issues. In addition, it helped us to realise simultaneously how competitive the real business world is and how potential it is. Moreover, it was the process to find myself in the creative industry and in the creative organisation, which means that it enabled me to recognise my weakness and strength as a designer, a leader, and an entrepreneur. Design Balance, our company, started 3 people at the beginning and it combined with team 9, whose company name was Art Bridge, from the second semester by Corrine’s suggestion. This means that our company experienced more than any other groups in our class. The performance of Design Balance shows the reason why fail early and often. The main advantages of the module were not only learning from the tutor but also from the classmates. They fully presented their creativity and passion for learning. Corrine’s approach to teaching was creative and fresh. She gave us several ways of learning and practicing, especially learning by doing. It has been my pleasure to keep up with my classmates and Corrine’s teaching.
Design Thinking
Friday 18th September 2009, Corrine’s first lesson was totally shocking for me. I experienced differences of culture and approaches between western and eastern. First of all, Corrine let us take off a shoe and put on the desk. Soon after, Corrine questioned us why we bought the shoes. A few students went in front of us and advertised their shoes.
Alice explained that her shoes were her mothers’. Alice’s shoes were not standout but she caught our attention by story. It was the first moment that we experienced how important storytelling is.
After a while, Corrine let us to interview people, to research what is the unfulfilled need and to make prototype. I was in a group with two Chinese classmates. Although we felt awkward to talk to unknown people outside of the classroom, we interviewed people followed her instruction, but we did not even know what prototype was. I was even confused between prototype and mock-up. We kept asking each other why the tutor brought that a big roll of vinyl, which is used for protecting fragile stuff, and what we should do. I found that other classmates were busy to make shoes by using the vinyl. They did not hesitate to make prototype and to present their ideas. They even used digital camera and laptop for the presentation. It was kind of improvisation. We, Asian students, might have been used to attend passive way of lesson, which a tutor gives a lesson and students listen to the tutor. Therefore, I felt kind of culture shock at that time. Corrine showed us the process of design thinking and innovation from insight to presenting prototype at the first day of the lesson. It was kind of overview of the module.
UK Department of Trade and Industry defines innovation as “the successful exploitation of new ideas” (DTI, 2003, p.8). According to DTI, innovation is a key to deal with international competitors. We learnt how to generate basic ideas for innovation and how to develop it through the course.
How competitive the real business world is
Corrine helped us to make blog and to use twitter, which was totally different world for me. It was not easy to access those things at first, but I am happy to keep up with them because it allowed me to recognise the exponential power of the internet and to get into it. Katz (1955) argues that technical skill is crucial for leaders to inspire members to achieve their job. Although I want to be a great leader, I was lazy to learn technical stuff like blog or twitter things because I did not need to use it when I worked. From my previous perception, those are for fun not for work. Soon, I found that blog is used by other module for submitting assignment and share ideas with group members. It is kind of mean for communication.
Every team was assigned a video camera for documenting group meeting, it was used for presenting storytelling and personas as well. I still remember the moment to watch Creative Control’s video: Three Empathic Methods, 23rd October 2009. It was the first video we had seen in the class and it was so nice and creative. I felt kind of intimidation because I had never taken video, so I did have no idea how to make video for presenting our team. I was eager to do something to catch up with such creative and talented classmates. Otherwise our group would stay retrograde status. Moreover, at that time Susan left Mace for studying architect, so our team remained just two of us, Jay and me. Jay was not sure he could make video, so I tried to make a video for storytelling but it was not good enough to present in the class. This clumsy video I made helped me to get a chance to learn video editing from a classmate later. Our team’s video, which made by Jay, won the best consumer and market research award on 30th October 2009. Although 7 out of 9 teams won awards at the week, the award encouraged us significantly.
To practice creative leadership in Design Balance
During matching a team, I was desperate to find someone having the same direction as mine and to show me off for getting attention from classmates. I sent emails to people who I wanted to be with a team and published my simple version of portfolio at my blog. Yet it was not successful. Even though I was not able to get classmates’ attention, I do not regret it because I tried what I could have done. Through the process, I learnt what problems were and how to approach people. Since we could not find suitable people for each other, Corrine helped our group fix to combine with 3 people, Jay, Susan, and me after several adjustments. Jay, Korean, is from fashion industry. Susan, Nigerian, is an architect. I am Korean and an interior designer. Although we did not choose each other for our team, we tried to get on with well.
At the beginning of our group performance, I was proactive as I did when I worked in a design company. Most of us hesitated about presenting our ideas because no one was sure what we are going to do. I prepared summary of assignments for the meeting and booked seminar room in the LRC as a meeting venue. They gave me a role as an overseer in our group because I have several years of work experience.
I believe that a leader must be stronger than members in a way. Although I have experience of being a leader in my career, it was not an easy task to lead a group with uncertainty. Therefore, I focused on understanding the context of the lesson, planning for assignments, and explaining to members what I understood rather than listening to the members’ ideas. Since we were doing two modules together as a group, The Creative Economy and Contemporary Issues in the Creative Economy, I had to prepare two modules of context for the meeting. The way I lead our group enabled us to move forward but made the members passive. I found that the members started to show me their planning when I stopped presenting my ideas. Ibboson and Darsø (2008) point out that good creative leaders balance their interventions with listening as well as observing. According to them, a leader encourages creative communication by using openness and empathy. This means that the way I lead my group was not suitable to generate creativity from members. I realised that I need openness and listening for promoting my leadership. I might not have noticed it if I had not experienced to be a leader of team 8.
Cox (2005) emphasises that creativity is a solution to success of future business and national property. It seems that either a leader or an entrepreneur needs to foster capabilities to manage creativity for successful operating organisations. Design Balance allowed me to test my leadership in different circumstance from I used to. Entrepreneurship closely involves with leadership. I believe what I learnt from being a leader of team 8 is valuable for my future business.
Thanks to Corrine’s suggestion, our team combined with team 9 from the second semester. Through the discussion about our business, we decided to keep the main concept of Design Balance’s business plan and to do fashion accessory as a product. Monesa, who is Chinese and doing fashion, was given the role of a leader by the result of voting. It gave me space to observe members personas and circumstance of group performance. In addition, I learnt from different approach to leadership from Monesa.
Managing Creativity and Innovation for Entrepreneurship
We learnt how to generate bright ideas and innovation in the class. Following Corrine’s instruction, we interviewed for empathy, analysed it by empathic methods, made prototype. At the beginning, we planed to provide caps for KU students with KU logo because we found that it did not exist in KU. Wilson and Gurling (2007) argue that networking plays the main role of getting useful information in entrepreneurial perception. Since we are all international student, it was not an easy task to build up networking for business. We framed our target in our daily life, Kingston University and started to build up useful networking. Networking allowed us to get information about our target market and competitors. Since we spend most our time at Kingston University, we were able to get preferences our potential customers’ by daily insight.
Toffler and Toffler (2006) argue that it is possible to generate great outcome by insight, as an example of Yahoo. We found that students tend to seek fun and novelty.
However, we had to change our business product after taking finance lesson. According to manufactory research, it was too expensive to make caps for us. They demand minimum quantities for making. Moreover, small amount of quantities were more expensive than large amount of product. Therefore, we decided to choose product which we could make ourselves in workshop. Osborne (1995) argues that it is a matter of consequence for entrepreneurial strategies to foresee risk and to prepare for the worst. For business, financial issues are the most important. We had to consider our budget for business. It was time to consider whole aspect of business as well as our abilities.
Catherine’s finance lesson in 2009 gave me different perspectives of loan for business. It also gave me possibility to set off my business in the UK. I used to consider the loan as a debt, so it was too risky to use it. The idea of using a loan was totally out of my consideration for business before her lesson. Catherine showed us how to negotiate with bankers for taking out a loan by performance of designated classmates in the lesson like improvisation.
By considering our budget and capability, we were able to have an agreement about making scarves but it was difficult to have an agreement about design. Since we had 4 designers in our team, we brought 4 different ideas for scarves and 4 of us wanted to embody it. I suggested making scarves by dyeing colour for uniqueness but I decided to withdraw my ideas for group and to help them to make scarves. Team needs collaboration. In addition, our company needed to test making capability of product as a design company. Best (2006) argues that design embraces the process of ideas and the process of making a product. This means that it is important to have capability to embody ideas as a designer. This notion can be applied into a design company as well.
Companies, which serve customers with design, must have ability to make it no matter how to produce it. Howkins (2002) argues that everyone is creative in their own way and creativity does not need to bring an economic outcome, but it can do so if it generates economic implications. It seems that creativity exists everywhere, so the key to create innovation is how to develop it.
Moreover, we did not have much time to spend on discussing design, it was time to make product and to sell it. Sosa and Bhavani (2005) introduce IDEO’s prototyping method, which is called by its founder as “fail early and often to succeed sooner” as a good example of design process. It seems to stress the importance of trying ideas. The notion of “fail early” can be applied many places such as testing possibility of business. We decided to make several design of scarves and got feedback from people when we attended the trade fair. Our next step was to sell in real market.
Selling Scarves
26th April 2010, we sold our scarves at the main reception at Penrhyn Road Campus. Selling product to people is not an easy task, especially they do not come for shopping. I used the tips, which I learnt from interview for shoes at the beginning of the module. I had to talk to myself ‘do not afraid of being refused or ignored, be positive’ for pretending confidence in myself. I experienced it worked and I felt the talking skill to unknown people developed by doing more and more. I explained not only our scarves but also who we are and what we are doing like storytelling. I realised that people buy product not just because of product itself. This is why storytelling is necessary for business. Storytelling makes product more impressed and valuable. People might buy product because of seller’s passion and attitude. During the selling event, I learnt strategy from our members. Monesa and Yang prepared chips and handmade bags as a gift. They also used buy 1 get 1 strategy for hair band. Jay tried to sell outside of the reception like guerrilla. I could imitate them to sell scarves. At the event, we tried almost every strategy we knew. I also learnt useful tips for selling. At the reception, try someone who shows their interests in our product, but do not spent too much time on explain product, try to talk about the person such as where did you get the tattoo? It might be helpful to build up empathy between a seller and a buyer. If the person looks interested in us, then explain our product including advertisement, business, and members. On the street, try people who look happy and positive, maybe someone with a girlfriend or boyfriend, they might not want to look mean. As a result, we sold 7 scarves at the event. It was the most memorable moment because we tested our business possibilities in real market and we tried what we had learnt from the class. We felt good fellowship during the selling event. In addition, we were able to encounter feedback and reaction from customers.
Methodology of Corrine’s lesson
Corrine helped us to experience variety of methods for learning such as blog, video camera, presentation, and so on. Because of my weak English, I was not able to understand the context in the class at the beginning. I even draw shoes in a box when Corrine let us to draw circular things for brain storming. As soon as she knew my difficulty in English, she uploaded the summary of the lesson on our MACE blog after the lecture finished every week. It was really helpful to understand for me. She also tried several ways to encourage us to keep developing such as week award. Although the week award was not too competitive to win, it made us happy when we got the award. It also encouraged us to keep an eye on what other teams were doing.
Conclusion
Corrine gave us various opportunities ranging from generating bright ideas to treating customers. Learning by doing is the most meaningful aspect of the course. The course promoted my capabilities in several ways. Firstly, it gave me tendency to make prototype for developing my design. Secondly, it allowed me to realise my type of leadership and entrepreneurship. I need to promote openness for leadership and to be more positive for entrepreneurship. Wilson and Gurling (2007) state that there is entrepreneurial personality trait: overoptimistic. What is the most impressed thing, through the class, is fostering proactive behaviour and being more optimistic.
In terms of group work, we experienced a dispute, it helped us to learn how to deal with different culture and people. In addition, it was a great experience to have fellowship with people from different countries and background. Our performance might have been clumsy through the process of business. It was great to watch member’s enthusiasm about business.
To sum up, I learnt and practiced design thinking, creative leadership, and entrepreneurship through the class. I am sure that I will be a great leader, entrepreneur, and designer in the future based on what I gained from the course.
Bibliography
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