Copyright © 2013
All rights reserved. No part of this publication may be produced, distributed, stored in a retrieval system or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other non-commercial uses permitted by copyright law.
ISBN: 9781630680343
Published by ALLEN HOUSE PUBLISHING COMPANY LIMITED
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Email:publisher@sofiesandell.com
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A catalogue record of this book is available from the British Library.
Cover Design & Layout David Springer.
Portrait photography by Asya Barskaya.
Paintings on the cover by Sofie Sandell.
“Sofie provided a Creativity Workshop for 40 staff from our psychological therapy service, which was full of experiential learning and was presented with warmth, curiosity and optimism. The content was based on sound psychological principles. We were shown how sometimes thinking patterns default and response styles can limit, rather than facilitate, creative thinking. As well as increasing our insight into the content and consequences of our thinking styles, we all stepped (not too far!) out of our comfort zones and had fun together as a team.”
Dr Dale Huey AFBPsS, Consultant Clinical Psychologist, NHS
“Sofie’s workshop was very effective in reinforcing the importance of creativity in business and clearly illustrated how vital creative thinking and innovation really is in producing results for long-term business success. Sofie is a superb communicator and motivator. She is an inspiring business leader who is a committed and passionate individual who genuinely cares about the success of what she is involved in and the people she is working with. She always goes the extra mile and gets people enthused and engaged in what she is doing.”
Rene Mance, Computer Software Professional
“I found the workshop inspiring and it challenged some preconceptions I had about creativity and innovation. It also showed me how some companies are not after change, and this truly reflects in their behaviour and the way they don’t invest in creative thinking (“yes but” people). It made me really think about the creative process and how to nurture new ideas. Companies looking for effective ways to encourage creativity in their staff should most definitely seek out Sofie and book one of her workshops.”
Jessica Mo, Creative manager, Daydream studios
“Sofie is an inspiration to work with. I learnt so much by working with her, not least in terms of digital marketing — but also about the benefits of a positive attitude, believing in your product and working your socks off to share the good news about it!”
Grainne McGuinness, TV Producer/Director, Indee Productions
“Sofie has a wealth of knowledge in social media and digital marketing. She is patient, caring, reliable and very good at explaining how things can be done. She is supportive and always inspires me to do my best and make progress. She is an excellent coach.”
Mahin Driskill, Author
“Sofie is a charismatic, insightful and smart digital marketer. I brought her in to my team to test and set up new marketing techniques, which she took up with gusto. She is eager to learn and research the subject and shares findings with colleagues enthusiastically. She inspires people around her with her work ethos and her get up and go. She’s a pleasure to work with.”
Santa Marku, Head of Marketing, BSI Business Information
“Sofie and I met via a mutual colleague. Her knowledge and expertise in digital media was evident from my first meeting with Sofie. We went on to deliver a joint event for Women Entrepreneurs titled :Boost Your Online Profile. Since then Sofie has given me an insight into social media , but more importantly the confident message to try and try again until I find my online voice. I would recommend Sofie to anyone looking for a personal digital media/social media coach.”
Gurnam Selvarajah , Co-founder, Women Entrepreneurs
I am sure you will enjoy reading this book.
On a regular basis I will update the bonus page with extra business building and brand development content.
To check out the resource page go to:
www.sofiesandell.com/bonus
Thanks to everyone who has helped with this project.
Len Allen for publishing help. Wendy Millgate for being my editor. David Springer for cover design. Asya Barskaya for portrait photography. Cherry for designing the images. My parents, Marita and Sören, thank you. Everyone who has encouraged me in the process, thank you!
I would like to thank everyone who has given feedback: Solveig Malvik, Sarah Beckwith, Alexandra Illsley, Lesley Young, Minter Dial, PA Ståhlberg, Vince Stevenson, David Bridle and Joe Howard. If I have forgotten anyone who assisted on this project, please note that it wasn’t deliberate; a big thank you to you also.
Thank you to every single person I met and got to know when I was teaching and training people in digital strategies and creativity.
Also, a big thank you to all digital platforms where this book is available.
This book is for people who are interested in learning more about the digital world, creativity and leadership, and how to use all three to move ideas forward to create a better world where ideas can grow and develop.
More and more digital opportunities are presenting themselves, and a leader intent on broadening their horizons should take advantage of all forms of digital media in combination with their creative talents.
We have many great opportunities to connect with each other around the globe and create prosperity and new solutions to problems around us. If you are not digitally oriented yet, I urge you to dare to be creative and find a way to learn more about the digital world, creativity and leadership. You never know if this could be the start of a new career and your next stream of income. Stay curious and keep on learning.
Introduction
PART ONE
OUR DIGITAL WORLD
Chapter 1 The Digital World at a Glance
Chapter 2 Why Social Networking Online Matters
Chapter 3 Our World Needs Leaders!
Chapter 4 Your Digital World Is Creative!
PART TWO
DIGITAL LEADERSHIP
Chapter 5 The Language of Creativity
Chapter 6 Creativity in Business — Improvise or Become Institutionalised
Chapter 7 Online Influencing
Chapter 8 What You Should Avoid Doing in Social Media
Chapter 9 CEOs and Business Executives Shouldn’t Fear Digital Media
Chapter 10 25 Tips to Promote Your Website and Grow Your Online Brand
Chapter 11 How Can You Become a Digital Leader?
Chapter 12 Tips to Create Great Blog Content to Generate Interest and Sales
PART THREE
MASTERING THE CREATIVE FLOW
Chapter 13 Waking Up the Innovative Spirit – Your Personal Creativity
Chapter 14 Our Amazing Brain
Chapter 15 Problem Solving in Daily Work Life
Chapter 16 Learn to Be Nice to Ideas
Chapter 17 Where Do Ideas Come From?
Chapter 18 Are You Killing Ideas By Purpose or By Mistake?
Chapter 19 How to Develop an Idea and Keep It Alive
Chapter 20 Conflicts Are Good For Your Creativity
Chapter 21 Setting Your Conditions for Creativity: Self Care
PART FOUR
THE LEADERSHIP CHALLENGE
Chapter 22 Follow and Lead — Lead and Follow
Chapter 23 Who Is an Expert?
Chapter 24 How to Manage Creative People
Afterword
Bring The Digital and Creative Leadership Principles into Your Organisation
Appendix
About the Author
A while ago I tweeted this: ‘Social media is about people; embracing the way people connect. It’s about sharing, helping and doing well!’
Do you agree with this statement?
Most of us have turned into global networkers by using social media and are connected to just about everyone on the planet. Whether you realise it or not, employers, colleagues and acquaintances we have just met are checking us out on Google. We all have an online profile. We are all connected through digital media. With digital media I mean information that can be transmitted in digitised format using the internet. It can be websites, podcasts, online videos, social media and so on.
This book is about why it makes sense to use our creative mindset and social media to enhance relationships, expand business borders and drive leadership. It will show you how you can bring creativity into your business when you explore digital opportunities.
By using the Digital Leadership and Creativity Leadership Principles that I present in this book, you will be more aware of how creativity works and what you can do to make the most of the resources you have around you. You can start a blog and communicate with every other internet user in the world with just a few clicks. You can make your voice heard by using new platforms and communication tools, or you can improve how you use the digital tools you already have.
I’ve been involved with digital media and marketing for over ten years, and now I teach and train people in these subjects. If you want to learn, have fun and be more productive then the digital world is for you.
In 2007 I had a conversation with someone I admire as a leader. He said: ‘All successful organisations must use the latest digital techniques. You’ll learn new ways about how to make a bigger impact by doing that.’ This short conversation made a huge impression on me and I started exploring new digital opportunities more and more.
You can use digital platforms to connect with people all over the globe. Your idea might be just what your market has been waiting years for.
Leaders are responsible for wealth creation wherever they are active. By this I don’t simply mean that they accumulate a lot of money in the bank; they also make sure their employees, customers and the organisations around them are benefiting from the work they do. By using the digital tools available, you can share your thoughts and ideas and inspire others to take action. Most digital tools can be used by anyone. They are democratic and available to both you and me.
I believe that organisations that aren’t embracing digital media are missing out on the things they really want: the ability to make an impact, to create new opportunities, to achieve wealth, gain prestige and, most importantly, have the chance to become leaders who inspire others.
If you choose to stay outside digital media, you’ll miss out on a lot of information. If you are in business and are not present in social media, your customers will think that you aren’t interested in communicating with them. Missing out on this communication can have a detrimental effect.
It takes courage to use digital media well. By reading this book my hope is that you will dare to be creative and make the most of the digital world.
When we look around the corner at what’s coming in the future, digital media should be on everybody’s radar. If you’re not there now, it’s time for you to consider where to start. If you are using digital tools, it’s time to step up and take control of them so that they are working harder for you.
Dare to be creative and use the digital tools that are there for you. All the best and enjoy the book.
Sofie Sandell
London, UK
“The chief enemy of creativity is good sense.”
Pablo Picasso
What do we mean when we talk about the ‘digital world’?
The digital world includes all websites, email and social media such as Facebook, Twitter and LinkedIn. Banking and other daily services have gone digital. TV is digital in most countries and all our mobile devices (tablets, notebooks and smartphones, for example) are digital. When we sign a petition online, we do it digitally instead of putting our name on paper.
We can vote online instead of going to a specific venue. Companies email us surveys to ask for our opinion. As a customer you can give online feedback if you are happy or unhappy about something.
We are using new technical platforms and solutions to help us in our lives. Our homes are becoming digital and we are receiving more and more information through digital channels. The digital world is helping us to communicate, exchange information and give our opinions. It encompasses a lot and is essentially here to make our lives easier.
Our future will demand technical savvy and our children will use digital devices every day for the rest of their lives. Scary!
A friend of mine has a son who is four years old. He is very aware that his family doesn’t have an iPad and he nags his parents on a daily basis to buy him one. Another friend’s 18-month-old daughter knows how to find the photos on my iPhone. All the children that I’ve met in the past couple of years know how to play games on their parents’ Smartphones and iPads. Children are growing up with digital tools around them constantly and these tools are here to stay.
Digital media is also about sharing knowledge and facilitating access to knowledge. Everybody who has a computer or other similar device can get access to global knowledge. Experts in all kind of areas now freely give away their insights and discoveries to anyone who is interested. You can learn and develop your knowledge of almost any subject by searching for it online.
It is very easy to share opinions with others using digital and social media. It is possible to build a community of like-minded individuals that are active worldwide with the digital tools now available.
Things we did offline 20 years ago we now do online, and this is thanks to electronic communication. We find new friends, peers and supporters online. Many people that I first connected with online I now meet with face-to-face on a regular basis. The friendships that started digitally are just as much based on trust and honesty as any of my offline relationships, maybe even more so as trust is more easily lost in the digital world than outside of it.
Social media in its early days consisted of email, intranet, wikis and internal chat systems. You exchanged information with others, shared your thoughts and concerns, and you let others contribute to the discussion.
Today, social media has developed exponentially and there are endless opportunities to use it. We share our daily life with our friends and strangers over a variety of networks. We use new technologies to create groups and forums. Companies use social media to recruit new staff members and attract new clients/customers. We share our opinions on social networks and want our peers to join us. We also use it as a learning tool. Every day millions of new connections are made online and it helps us to deepen the relationships we already have.
The thing is social media is not a one-way broadcasting system. It’s a social two-way highway — the people around you can contact you and have a conversation with you, and vice versa. It is crucial for all organisations who want to build an online presence and want to be found online to utilise social media. It is the vehicle to engage with their connections and be at the front of their target audience’s minds.
Social media and online networking works really well because, as human beings, we are naturally social. We want to interact with others, show our empathy for others and share the latest news. Every day we find out about news, events and birthdays with the help of the internet.
Today, in 2013, Facebook has over 1 billion accounts and Twitter has more than 500 million accounts. Every second, all over the world, people are interacting with each other and new people are joining new networks.
Sofie says: “Online, long-distance friendships can often be as valuable as real life friendships. The power of words and encouragement are extraordinary!”
Interacting with others is a basic need for human beings. Our ability to network with one another, connecting with others outside our tribe, is one of the reasons why we have thrived as a species. That is why we are here today, why we have been able to progress through different phases of development.
Sofie says: “Women are naturally better at communication, building relationships and connecting with people. Look at the top ten Twitter accounts; eight out of the ten are women. If you’re a man, open up your feminine side and become a better networker who can harness your connections more effectively.”
If you look back in time to when we were hunters, we lived in caves. We lived in small groups and had to go out and hunt for food. Back then we could not supply food for more people than those in the tribe.
Then we came up with the idea of farming. We learnt how to harvest and how to put seed into the ground to grow. This gave us more food for more people and we could start to live in larger groups.
Our next big developmental step was industrialisation. This started in England about 200 years ago and then spread throughout the world. We were able to create machines powered by steam and tools made of refined metals. The average income increased and the population started to grow. More people moved into towns and cities for work. The transport systems improved through the creation of better roads, trains and canals. It was easier to transport food and the cost of food was lower.
Today we are living in a new era known as the ‘knowledge era’. In parts of the world there is plenty of food and you can learn and share new recipes with one click online. You can order your food online and get it delivered directly to your house. What part does social media play when new products and services are developed? What will historians say about the social media revolution? I believe that we also will refer to this current era as the social and mobile era. I wonder what the next step will be in how we obtain food. Maybe a 3D printer will print our food for us?
It is deeply programmed into our DNA to show each other empathy — it’s what makes us human. This is made easier with the help of social networks and digital media where we can ‘like’, comment and share information with each other. If the train station is closed, it will be mentioned on Twitter immediately. If you have something to celebrate, you can share it with all of your friends almost instantly.
We want to know what’s going on and most of us want to engage with others and let other people know what we’re up to and even how we’re feeling. I once felt down and posted on Facebook: ‘I’m in big need of a virtual hug…’ That evening I received over 50 hugs and several messages, and, yes, it made me feel much better.
Sofie says: “Praise your network in public. Most people love public compliments. Say thank you on a friend’s Facebook wall or tweet someone who has done something you admire. Make it visible and show others that you are a fan of theirs and that you care about them.”