Make a difference with every brief

colour_strip

The Book   

The Considered_ themes are the subject of an upcoming book by Steven Johnson. He’ll be using this website to share thoughts, references and case studies and will be making chapter excerpts available closer to publication.

As an upcoming book, Considered Creative offers a detailed analysis of why sustainability and social change will define the future of advertising and related industries. It provides a compelling argument for the power of creativity as a force for good and outlines the unique opportunities agencies and practitioners have to further improve their work and grow their businesses, whilst working towards a more sustainable future for us all.

 

PART ONE
SETTING THE SCENE

 

PART TWO
ELEVATING OUR WORK: THE FIVE CONSIDERED PRINCIPLES 

  1. Understand People: from communication to behaviour change
  2. Embrace complexity: from creativity to innovation
  3. Transcend disciplines: from T-Shaped to X-perts
  4. Go lightly: from bad stuff, to good stuff, to no stuff
  5. Create happiness: from clever ideas to Considered Creative

     

PART THREE
FUTURE-PROOFING OUR BUSINESSES: PLACING SUSTAINABILITY AT THE HEART OF AGENCY CULTURE

  1. Positioning: talking the talk
  2. Delivering: walking the walk
  3. Embedding: culture shift

 

PART FOUR: EPILOGUE

 

Copyright © 2013 Collaborative Change® Ltd. All rights reserved. No content to be quoted or reproduced without permission.
For further information, contact Steven Johnson at steven@considered.org.uk