There’s a brand new video on the homepage and pages for school prospectus design and school web design plus some work on photography and video.

December’s ‘Harvard Business Review’ identified the skills of the most creative executives. From research conducted over six years, HBR identified five components of the innovator’s DNA . The research confirms that innovators are adept at making connections between seemingly unrelated ideas to generate fresh ideas (skill 1 - `associating’). Indeed, many new products are the result of combining ideas rather than having new ideas. At SEA we have found that using creative thinking techniques to construct unorthodox pairings is a great way to generate new ideas. Our approach was inspired by Arthur Koestler (`Act of Creation’ 1964) where he identified “The creative leap which connects previously unconnected frames of reference”.

HBR refers to Drucker’s belief in the power of provocative questions (skill 2 - `questioning’). A well-targeted question can change our perspective on a problem: it can help us reframe, or see things from a different angle or take us into new territory where the really creative solutions may be found.

As a sociologist I was really pleased to see that the skills of this sometimes marginalised profession being put to such good use (skill 3 - observing). HBR quotes the example of Rajan Tata who came up with the idea for the Tata Nano car “by observing the plight of a family of four packed onto a single motorised scooter”. Sociology has also been drawn into the marketing arena through the work of George Lakoff. Lakoff has proposed that most Americans vote according to their identity and values not according to their economic self interest. His suggestion is that politicians can engage people by addressing their core values and `framing’ their policies in language that resonates with voters. This can be adapted to the world of marketing. How effective is your organisation at talking to its clients or stakeholders in language they can relate to?

The fourth skill identified in HBR’s research is `experimenting’. This is about being willing to try new things – and not expecting all of them to work. Organisations need a culture which encourages trial and error (rather than the all-too-common blame culture that discourages experimentation). HBR cites Edison’s remark that “I haven’t failed.I’ve simply found 10,000 ways that did not work.” Similarly – the Post It Note was an unintended outcome of a series of experiments to develop new glues. Later, when Art Fry of 3M needed markers for hymn books that would stick but were also removable, he recalled the trial glue that didn’t stick properly.

Finally, it is now official that networking (skill 5) does not always have to be about making sales or boosting careers. HBR has endorsed the value of networking in order to meet interesting people and to exchange ideas. Try to go to events with as diverse a range of participants as possible.

Most encouragingly, HBR concluded that “the good news is, if you were not born with it, you can cultivate it”. HBR cites research with twins showing that “our ability to think creatively comes one third from genetics but two-thirds…through learning…then practicing”. This echoes the findings of research in 2003 from the Chartered Institute of Personnel and Development (CIPD).This research concluded that “creative thinkers are not necessarily born ‘different’ to anyone else. What makes the difference, it seems, is whether you practice creativity and are encouraged - first by parents and teachers and then by employers”

Click here if you would like to find out more about how we can encourage your teams to be more creative.Or drop me an email: steve@sea-ltd.co.uk

SEA decided back in April 2008 to develop its own content management system because developing bespoke and embedded content management within each application commissioned was proving (with development of bespoke functionality and a permanent testing programme) a persistently heavy workload.

Therefore, as both a developer tool and client administration tool, seaPublish was commissioned.  We now sit here 21 months later, proudly with a dozen plus websites administered daily with seaPublish.

The software is ever being developed, so check back soon for latest features and developments.

Visit the site at www.arengineeringindustries.com.

Visit www.lukehurst.co.uk to see how we have transformed the company’s website using an easy-to-follow layout and eye-catching images. The website also features a new video – scripted, produced and directed by SEA - which guides online visitors around Lukehurst’s stores and showcases its products. SEA’s 2010 marketing campaign for Lukehursts’ also includes a wrap-round advertisement in key local media to promote the retailer’s Winter Sale.

Done well, the prospects have been pre-screened to be exactly the type of people who would want to buy your product or service now or in the future. The telephone calls are made to introduce your business, create interest and secure a follow up.  This introduction is based around a flexible combination of words and phrases and the team that are making the calls have the knowledge and skills to tailor each conversation.  This is because, in our view, it is the people who work in your business who are best qualified to introduce your business in this way.   Your people know about your products and services and they have the commitment to deliver the most professional introduction.

Effective follow-up
Effective follow-up is the other factor that distinguishes telemarketing from the standard cold call.  Each individual that a member of your team has spoken to will get a personalised follow-up email or letter that shows an understanding of their unique business needs.  This is possible because the emphasis in telemarketing is on listening rather than telling.

Increased productivity
Our suggestion is that you train all your staff in telemarketing techniques – including the Directors.  You may even be eligible for a grant to support this investment in the future of your business.  The experience of our clients who are now using telemarketing is that this additional skill enables staff to increase their productivity.  Telemarketing can be delivered as part of their current job – particularly as the present economic climate means that staff may have more quiet periods than might have been the case in the past.  Our training will give them the confidence to pick up the phone and make a unique link between your company and prospective customers.

Alternatively, we can help you recruit and train a dedicated telemarketing person who becomes part of your team.  This might start as a flexible part-time role on a limited contract so that you can test the benefits of telemarketing for a small initial investment.

We practice what we preach
The training we provide draws upon SEA’s experience of running a successful marketing and communications business. We share with participants the lessons we have learnt over the years about what works in telemarketing. So our focus is on delivering tightly focused, practical skills training that will help your business to find and keep profitable clients.

Your business wants to build long-tem, profitable relationships with members of its target groups - in the most cost-effective manner.  Telemarketing is the best and most economical way to achieve this.  If you would like to discuss how telemarketing can help you deliver personalised advertising to each of your clients and prospects please get in touch with me.

Texcel Technology - Specialising in the design and manufacture of advanced electronic assemblies for a wide range of industries both in the UK and overseas.

Texcel Telemetry - Part of Texcel Technology plc, Texcel Telemetry is a global leader in the design, development and manufacture of advanced remote site management, monitoring and control systems.

Made More Lovely - Contemporary stationery and accessories in a range of vintage inspired prints to make your special day even lovelier…

Airtechnics - Offering the best pneumatic products available on the market

Erith School - A secondary school with an outstanding Ofsted report.