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3 BUSINESS CULTURE 3.9.3 Creative problem solving – Story boarding What it is Storyboarding is a tool for planning and designing, and helps us to organise ideas into a structure. A »quality storyboard« is a tool to help facilitate the introduction of a quality improvement process into an organisation. The storyboarding process, in the form it is known today, was developed at the Walt Disney Studio (by Michael Vance) during the early 1930s, after several years of similar processes being in use at Walt Disney and other animation studios. In addition to films and comic books today storyboarding is used in theatre, business, photomatic, animatics, interactive media, ... Why use it? One advantage of using storyboards is that it allows the user to experiment with changes in the storyline to evoke stronger reaction or interest. Flashbacks, for instance, are often the result of sorting storyboards out of chronological order to help build suspense and interest. The process of visual thinking and planning allows a group of people to brainstorm together, placing their ideas on storyboards and then arranging the storyboards on the wall. This fosters more ideas and generates consensus inside the group. When to use it Storyboards were adapted from the film industry to business, aimlessly by Howard Hughes of Hughes Aircraft. Today they are used by industry for planning ad campaigns, commercials, a proposal or other projects intended to convince or compel to action. You might be planning a product launch, managing a project, creating a marketing strategy, building a new process, or identifying a cause-and-effect relationship. Your storyboard, then, would detail each step in the process. But instead of using words and writing out “to do” list, your storyboard allows you to see everything that must happen. As a group, your team creates a detailed outline of the steps that need to take place. Then they work to spot problems, identify complications, and rearrange tasks as necessary. Storyboards are “loose”: they encourage creativity and experimentation, and they can be very effective in the planning process. The tool can be used with drawings, pictures, words, phrases, recorder on post-its so ideas can be sorted easily. How to use it 3 Creating a storyboard isn’t as difficult as it may seem. You can rely on the following four steps (http://www.mindtools.com/pages/ article/newTMC_77.htm): Step 1: LAY OUT YOUR STEPS: Brainstorm what you are trying to achieve, and then write out the steps that you must take to accomplish your goal. Many people find that post-it notes help in this process. You may want to re-order steps later, or you may remember steps that you’ve missed out initially, and Post-its allow you to pick up and rearrange information easily. Step 2: PUT YOUR STEPS IN ORDER: Put the steps that you noted down in Step 1 in the right sequence. Step 3: CREATE YOUR SUBLEVELS: Some actions in a storyboard will be made up of a series of smaller actions. Here, it might help to create a sublevel storyboard for these more involved steps. This helps ensure that you don’t miss a key piece of the process. Step 4: LOOK FOR PROBLEMS AND OBSTACLES: As each new step is put in your storyboard, encourage the team to look for »holes« and problems in the process. This is especially important between frames. Why? Because it’s between frames, or steps, that surprises (in other words, problems) could be hiding (problems within each step are easier to spot.) This is why storyboards are so valuable. You can see each piece of the puzzle, and how all the pieces interact - so you’re more likely to spot problems. 3 For an example “Creating a newsletter” look at: http://www.mindtools.com/pages/article/newTMC_77.htm. 41
KNOWLEDGE FOR BUSINESS IN BORDER REGIONS 3.9.4 Planning and decision making – Disney strategy for evaluating and setting goals/projects/ Disney strategy – where it comes from Disney’s ability to link his creativity with successful business performance enabled his success and great recognition. One of Disney’s most vital elements was his skill to reflect anything from different viewpoints – as a dreamer and a visionary, as a realistic planner and performer, and as an evaluator and critic. Cycle of all three positions, namely, encourages creative thinking and empowers effective changing/ improvement, planning and evaluation. When working on the early full length cartoons that made his name – Snow White, Pinocchio, Bambi and Fantasia, he used a revolutionary approach to keeping his staff co-ordinated in their thinking on a particular project. I. DREAMER/ VISIONARY »WANT TO« phase • sets a specific and positive goal • finds out and knows its benefits IMAGINATION • visionary • sees »Big Picture« • believes that everything is possible PHSYOLOGY • head and eyes upwards • symmetric and relaxed pose WANT TO QUESTIONS • Why are you doing this? • What is the purpose of it? What would you like to achieve it for? • What are the payoffs? What will that bring to you? What are the benefits of it? • How will you know you have them? • Where do you want to be in the future? • Who are you when it is achieved? • Who do you want to be or be like? • What do you believe about yourself when it is achieved? • What is your life like when it is achieved? • What range of topics do you want to consider? • What elements of topics do you want to explore? • What resources (knowledge, experience, skills, competences, values, positive beliefs etc.) do you have to achieve it? • What other resources are there available? 42
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