Creativity Inc

Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration

Ed Catmull, Amy Wallace

Screen Shot 2016-01-06 at 17.37.28This was the best non-fiction book I read in 2015, hand’s down. I bought it because I heard Ed Catmull speak at the Dublin Summit and liked what he had to say. I add notes as I read, and this is my most annotated book. I was texting quotes from it to a friend – who has now bought his own copy.

In part it’s the story of Pixar, but from that there are distilled lessons for business leaders of all sorts. There’s a touching afterword titled “The Steve We Knew”, which details how Steve Jobs worked with Pixar, and shows not just the level of commitment he had to the company but the enjoyment he got from Pixar and how much he learnt from them.

In someways Pixar is a special case; it’s a highly creative company with a string of movie hits. Those movies have been chock-full of technical innovation, but it’s the story arc, and the “realness” of the animation that has won them fans, earnt the dollars and won the awards. They are relentless in their pursuit of quality, and take unusual steps to achieve this;

  • On the ground research; animation teams experience first hand the real life environments they’ll need to create on the screen. The makers of Brave had archery lessons, and a chef made ratatouille for the makers of Ratatouille.
  • Honest feedback; movies go through multiple rounds of feedback on every aspect of the film, from the story itself to dynamics of animation. Often the focus is on pinpointing what is wrong rather than prescribing a fix.
  • Trust; while the process might seem messy, the direction is right and the quality story will emerge from the messiness.
  • Open Communication; anyone can talk to anyone.

This creative DNA has meant that the company was more willing to test ideas on how to work. The feedback loop on the creative output could be re-engineered and applied to the creative process and then to the company culture. The result is some real lessons for businesses.

I think the most powerful idea is that if you have the right team, then the chances are that they’ll get the ideas right. This is so often overlooked in companies where the emphasis is placed very strongly on process.  It’s backed up by the ideas of hiring people smarter than you, and people with great potential to grow.

Pixar always looked to improve, so even with a string of hit movies and good growth figures when managers got a sense that the company culture was tilting away from their vision they held a “Notes Day”, designed to collect specific improvement points for action. The day itself was compulsory, and it was opened by John Lasseter, Founder and Chief Creative Officer, sharing the feedback he’d received about his own behaviour. This radical honesty set the stage for more openness. After the event there were more than a dozen specific ideas to implement, but much of the value came from the event itself. It served as an explicit re-inforcement of the company’s open culture and commitment to honest feedback.

Catmull’s love of the company he founded, and his belief in it’s continued success shines through every page. He seems very aware of the impact of his style of leadership and his decisions and very focussed on building excellence into the company, the output and most importantly the people.

In the final chapter called “Starting Points”, Catmull summarises the learning points from the book and adds this caveat “I know that when you distill a complex idea into a T-shirt slogan, you risk giving the illusion of understanding – and, in the process, of sapping the idea of its power”. The ideas, though, have potential as mantras for managers and employees. He talks about how imposing limits can encourage a creative response, which is true, although the story behind this that is related in the book shows that it needs to be tempered with some common sense so that the limits don’t kill your team. His comments relating to risk are instructive as well – it’s not for managers to prevent risk, but to make it safe for to take them. The attitude to failure is a positive one “It’s a necessary consequence of doing something new”. If the leadership of your company said that and demonstrated belief in it, what might you achieve? Another favourite and one that I’ve put into practice “Be wary of making too many rules”, you can spend a lot of time making rules to prevent something that almost never happens. It’s better to focus on building the behaviour you want and address issues individually.

But my favourite, one that I would put on a t-shirt is “Protect the future, not the past”.

This book is on my “favourites” shelf, partly because it validated some of the things I’ve already been thinking about working with creative professionals. I was fascinated to have a glimpse inside Pixar, the style of writing is conversational and easy to digest, and there was a lot to learn.

A Bite of the Apple

If you were hiding under a rock last month then you might have missed the news that Steve Jobs resigned his role as CEO of Apple, although he retains his role as Chairman.

Apple has become an iconic company, their understanding of design as integral to the way we use technology has revolutionised design across the industry. It’s also a company that attracts fans known to be, well, zealous. Which means that it attracts some pretty zealous detractors as well.

So the announcement that he was stepping down has CEO did cause a slight wobble in Apple’s shareprice – it was down at the end of the trading day – and it led to an outpouring across the internet of… admiration. He was lauded across twitter, at one point he and Ghadaffi were the trending topics. There’s a site where you can tweet your thanks to Steve Jobs directly, and of course you can rely on someone to make a joke out of it.

Every tech blog/site is rushed publish their take on the news, with personal reminiscences, or praise for Steve’s leadership, or paraphrasing him to advise others, or advice for Apple as a company. There’s already a video of his life already.

Of course there are a few detractors, but overall it was a love fest. A lot of the adulation is warranted, although part of the outpouring is surely because Steve Jobs is not a well man, one of the articles linked to above even calls itself a eulogy. However ill he is it’s clear that the commentators are here to praise Jobs, not to bury him.

I am typing this on a Mac, there’s an iPod in my bag, and I recently bought and iPad, so clearly I’m a fan but I’m not evangelical about Apple. I do resent the limits Apple builds into its products and in other industries the locked relationship such as between hardware and software would be challenged as an anti-competitive level of vertical integration.

The company is good at what it does, the sales figures, the growing market share, the profits, and the share price and point to a strong business. But what I’ve found disquieting in all this love fest is the number of commentators saying that Apple will never be the same. Not to take anything away from Steve Jobs, but there’s a team of people running Apple with a combined experience with the company of more than 100 years (plus some handy background experience at companies such as Intel).

We like the idea of a great man and a great leader, but surely a company is stronger with a leadership team.

In fact one commentator did point out that Tim Cook has been an effective (acting) CEO during Steve Job’s extended leave of absence and goes on to suggested that one reason behind this decision is to retain Tim Cook, since he would be a desirable hire for any number of companies.

In any case; the company is fundamentally strong, a lot of the expertise that made the company great is still there. And although the sentimental outpourings continue, the share price was up again at close of business the day after the announcement.

Now if only I could get wordpress to work on my iPad.

image apple