Carlos Alvarez Tellez Thesis Presentation
Carlos TelIez won the Michael Conrad Prize for the best master's thesis upon graduation in April 2010 with this thesis on the subject of inspiration.
If you're working in a creative industry, you are selling ideas. The difference between good ideas and bad ones is the difference between success and failure. Therefore, it is crucial to come up with good ones. Carlos examined where good ideas come from and devised a brilliant methodology for causing inspiration on demand. According to Carlos, inspiration can be produced, and creativity is a discipline.
To prove his point, he devised a research project that pitted teams against each other to see who could produce the highest number of winning ideas. The results were stunning. Carlos showed that teams with proper inspiration could always beat teams without it, and that his methods could increase productivity by a whopping 300%. Most surprising, Carlos' methods showed that even college kids or lawyers could beat so-called "creatives" easily in the ideas competition -- when they had proper inspiration.
This research has already given him a competitive edge in his market. Carlos and his company are now using this work and the methods he developed to consult for agencies looking to improve their performance.
Thesis research projects at the Berlin School are an integral part of the global Executive MBA in Creative Leadership program and represent the culmination of extensive research and background work conducted individually by each EMBA program participant. Each thesis is aimed at challenging the status quo of communication, provoking and inspiring new thinking - leading to new expertise, practices and tools. Thesis topics reflect an individual participant's fresh, practical, provocative, and radical ideas and are built around a theory, argument, assumption, premise, postulation, concept or contention that has the potential to refresh and renew communication as we know it in the fields of advertising, design, entertainment, journalism, marketing and media. As a general rule final EMBA theses are judged according to their potential to inspire new ways of thinking about the future of communication as well as their ability to encourage higher leadership standards in the creative industries. Topics can focus on issues specific to a participant's company or general issues that relate to the creative industry as a whole.