24 October 2015
Anglia Ruskin University

Interview: Dinis Guardia

We talked to Dinis Guardia to learn more about his creativeConf Cambridge 2015 keynote.

Could you tell me about your background and experience?

I am a writer, a creative and entrepreneur, with a strong passion to change the world by doing things. I am the founder and CEO of the startup Ztudium. Ztudium publishes Intelligenthq.com, gozoa.com, tradersdna.com and hedgethink.com.

I was born in Portugal and live in London. I have been working and living abroad for the past decade, namely in the UK (London), Denmark (Copenhagen), Sweden (Malmo), Spain (Madrid), France (Paris) and of course Portugal (Lisbon).

I am a doer. I create and help organisations and companies to achieve greater value and maximize return on investment and return on attention. My clients and partners include corporations, startups and SMEs. They are all keen to innovate their business models and to define new directions in tech, digital, social media and finance. For example I have worked with the UN, UNESCO, Governments, Microsoft Ventures, MasterCard, Bloomberg, Reuters, and others such as Philips, Tate Modern, P&G, Alcatel, Vodafone and Nike.

From 2008 to 2011 I co-managed and defined Saxo Bank’s web / online marketing global plan of action. I created, implemented and managed the Saxo Bank's global social media strategy. While working for Saxo bank, I created and launched tradingfloor.com and co-developed its Spanish / Latin America business web platforms.

I am the author of various poetry books and essays. My coming books are called "Me to We, to You to Me- Disrupted and inspired by Social media and Technology" and”Social Media and Finance + Trading”.

I am also a guest lecturer and director of Digital Program at the London Business School branch of Group INSEEC (France, US, UK), Copenhagen Business School (Denmark), ETIC (Portugal).

How did you find out about creativeConf Cambridge?

I found this conference through Twitter.

Could you tell me your main reasons for wanting to be involved?

I love the concept of the conference, its team dynamics and its people. Because of my background, I am very interested in the idea of creativity and business and all the areas related. As a creative and business person there are very few people, organisations or events that manage these topics with right balance and without prejudice. So I am passionate about being involved in your event and project.

Could you tell me a bit more about your session?

My session is called “Creative Destruction Versus Creative Evangelisation - How to Build a Community with Storytelling & Creativity!”

"Creative Destruction” refers to the incessant product and process innovation mechanisms by which new production units replace outdated ones. It was devised by Joseph Schumpeter (1942), who considered it 'the essential fact about capitalism'." source

Founders and leaders live in a world that is becoming more and more disrupted by creative destruction. If we want to build a vision and a business strategy we need to understand what we want to achieve. Nowadays business strategy is associated with creative change, which implies most of the time creative destruction of personal values, and the willingness to be able to change a lot of preconceived ideas and concepts, in order to embrace new stories.

The business world is more demanding than ever, it is fast moving and in a process of continuous innovation. The ability to embrace creativity is essential as a way to move forward and build a powerful storytelling strategy.

New leaders are people that can create those new directions. They are able to manage a balance between the concept of creativity and their "comfort zone". Creativity and innovation are ways of finding those new stories that can help businesses.

Could you tell me what key areas you will cover?

The main themes I will cover are:

  1. How to be clear about your creative inner child soul and how to build a story telling - your personal brand.
  2. How to use creativity to find the purpose of your business
  3. How to get creative Innovation in your DNA and be ready to continuously change and adapt to a world that is continuously transformed by “creative destruction”
  4. How to merge your creative self, with the world of digital social media and open business overcoming prejudice and finding a purpose
  5. How to become an industry evangelist, reference in the business focus segment and think bold
  6. How to have a clear message and how to communicate it with creativity

What do you hope participants will take away from your session?

“What I have dreamed in an hour is worth more than what you have done in four.” ― Lorenzo de' Medici

Creativity, innovation and art are the essence of society. Society needs it for its breathing and its "blood circulation". Without it, society starts to have circulation issues that can contribute to sociological “heart attacks” to use the extreme metaphor.

Lack of creativity and ideas can contribute to impoverishment and death of a given society. I believe that joining the best of the creative and business worlds can be a way to move forward and find good solutions for all of us.

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