Creative Measurement: Part 4 of our 4-part series How do we measure the value of creativity? Over the last few issues of First Tuesday, we’ve been d

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Creative Measurement: Part 4 of our 4-part series

How do we measure the value of creativity? Over the last few issues of First Tuesday, we’ve been discussing the complex series of analysis we perform in our minds, nearly instantaneously, when we “measure” the value of creative work product. This process results in an opinion and determines how we react to the materials being viewed.

Read Part 1, Part 2 and Part 3 of the series if you missed them.

>To summarize the theory:

• I believe it’s possible to document the analytical evaluations that anyone conducts (subconsciously) in measuring creative work to form an opinion and a corresponding reaction.

• A working knowledge of this framework can inform how new work is created, to increase the likelihood that it would be highly valued when observed by an audience.

• The framework combines personal analysis across 3 key areas, using a mathematical formula to compute a result.

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> Cv is Creative Value: Final result
> Iv is Intrinsic Value: Monetary worth
> Ev is the Expressive Value: Content included
> Pv is the Provocative Value: Challenge posed

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Provocative Value

If the work makes your blood boil, then it can also drive up its creative value.

As viewers' internal analysis proceeds subliminally past the Intrinsic and Expressive valuation assessments, we finally reach the most polarizing arena: Provocative Value. Creatively, here’s where the rubber meets the road. When confronted with something provocative the viewer is engaged or confronted in a manner that cannot be ignored. Being provoked can elicit instinctive responses, driving highly charged and passionate reactions that shape our overall measurement of the work.

When provoked, animals respond quickly and instinctually depending on the stimulus. There can be a related physical sensation as adrenaline and endorphins are released during this process, a natural internal enhancement that assists in taking action: flight, fright, fight, or pleasure. Although these reactions may not be positive, they contribute significantly to the overall measurement of the value of the creative work. Being “moved” is the ultimate result of truly provocative creative.

Unlike Intrinsic Value, which is relatively predictable and Expressive Value, which is highly personal, Provocative Value is driven by cultural impact that creative work poses. It's composed of 2 measurable components: Timeliness & Challenges.

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1. Timeliness to Pervasive Ideas
Initially, we assess the level of relevance the work poses in context to the current cultural dialog already taking place. This allows the expressive concepts and intrinsically valuable content to resonate within a larger context. This resonance within a previously recognized framework drives value higher through engagement into references to known things.

Highly Timely: Samsung, Climate Change, Sustainability, Tribalism, Celebrity...

Not Timely: IBM, MP3, Sarah Palin, Central America...

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2. Challenges to Personal Belief
Finally, the knockout punch in provocation comes from the challenge posed against the viewers personal belief system. This is truly fertile ground for the creative, and can be effectively used to manipulate the viewer to engage with the work. With a connection formed, the expressive content of the work’s conceptual basis is more easily delivered.

Highly Challenging: Healthcare Reform, Religious Commentary, Sexuality...

Not Challenging: Disney, Transit, Office Supplies...

Provocative Value = Timeliness + {Challenge}^2

This fourth and final equation defines a powerful result that can influence the overall measurement of how creative work is valued. It suggests that creative value isn’t only tied to what people “like” because of the added the dimension of cultural impact (the challenge). And that value is squared, making provocation the leading variable in the final analysis.

If the work is truly provocative, then there is merit in its ability to move the viewer, cause a predictable reaction and create a feeling. In some cases the reaction may result in a negative experience, however the work can earn a lot of respect creatively in the process.

• Consider the classic 1987 photograph by American artist Andres Serrano, “Immersion (Piss Christ)” showing a crucifix submerged in an amber liquid, that sparked vandalism, death threats and a dramatic contraction of the NEA.

• Or the ”Muhammad Cartoon” published in the 2005 Danish newspaper Jyllands-Posten, that met with violent protests and resulted in over 200 deaths.

• While neither work is tasteful (in my opinion) they clearly demonstrate true command of creativity in their ability to communicate powerfully. And although I don't like either of these two pieces, I value them creatively a great deal for their commentary.

In conclusion, the process of measuring creative work and forming an opinion is complex – yet we reach a firm conclusion in a matter of seconds. Afterwards, through dialog and reading critical reviews we further expand our opinions. The role of expert review and critique is an important additional dimension that allows us deeper understanding and personal development. Ultimately, this is the most important dimension: personal growth through the interpretation of creative work. Consider the benefits you've received from evaluating art, design, architecture, film, literature, theater, dance, or multiple other disciplines.

Through these ongoing evaluation of creative work we grow personally and expand our vision. It’s a self perpetuating activity that fuels ongoing interest. And it’s cumulative... the growth adds up exponentially, building across an even more complex framework of connections and associations of prior creative measurement. That’s the foundation for passion in looking, and fuels the need to create things that others will measure.

I hope you enjoyed the series. Looking forward to your comments.

-Jamie

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> What do YOU value? Let us know on our Facebook page or drop me a note with your thoughts on the Framework for Creative Measurement.

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MPIHDStory-06.2

MPi has launched their software product EDGE WorldClass into a new business segment. What was initially designed for automotive inspections and service processes, EDGE is now available for heavy duty truck fleets.

To communicate the new offering, FLUX developed a series of simple, bold new trade ads targeted at heavy duty fleet owners who want improved service processes and results to keep their equipment on the road and on the job. FLUX also developed identity work, infographics, photo selection and a custom exhibit booth for the heavy duty industry trade shows.

Visit mpiworldclassHD.com for more information on EDGE for HD service.

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Trade Ads

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2013 National Automotive Dealers Association (NADA) Booth

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Sales Collateral

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Karen Maxwell, FLUX Co-founder, is on a crusade to stop Breast Cancer. Karen accepted the challenge and is participating in the Avon Walk for Breast Cancer. She will walk is 39.5 miles this September and has pledged to raise money for much needed medical research.

> Check out these shocking statistics:
• Every 3 minutes another person is diagnosed with breast cancer.
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• 41,000 people will die from breast cancer this year.

Please consider supporting Karen and her efforts to create a world without breast cancer. The life you help save may be your own or a loved one’s. Use the link below to donate, or if you would prefer to write a check, you can make it payable to the "Avon Walk for Breast Cancer" and send it to our DTLA office.

Click here to sponsor Karen today. Every dollar helps!
Together we can make a difference. Thank you for your support!

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