{"id":3152,"date":"2016-02-25T08:01:47","date_gmt":"2016-02-25T13:01:47","guid":{"rendered":"http:\/\/www.trustacrossamerica.com\/blog\/?p=3152"},"modified":"2016-02-25T08:01:47","modified_gmt":"2016-02-25T13:01:47","slug":"trust-creativity-innovation-an-interview-with-peter-cook","status":"publish","type":"post","link":"https:\/\/www.trustacrossamerica.com\/blog\/?p=3152","title":{"rendered":"Trust, Creativity &#038; Innovation: An Interview with Peter Cook"},"content":{"rendered":"<p><a href=\"http:\/\/www.trustacrossamerica.com\/blog\/?attachment_id=1005\" rel=\"attachment wp-att-1005\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-medium wp-image-1005\" src=\"http:\/\/www.trustacrossamerica.com\/blog\/wp-content\/uploads\/TAATAW_LOGO_H_color-tagline-300x122.jpg\" alt=\"TAA_R2_EDIT-CS3\" width=\"300\" height=\"122\" \/><\/a><\/p>\n<p class=\"p1\">\n<p class=\"p1\">Today\u00a0marks the release of a new book (UK &amp; Canada, US in early April) by Peter Cook called \u201c<em><a href=\"http:\/\/www.amazon.com\/Leading-Innovation-Creativity-Enterprise-Peter\/dp\/1472925394\/ref=as_sl_pc_as_ss_li_til?tag=trustacrossam-20&amp;linkCode=w01&amp;linkId=54e2dad1ac12bd6f0102713bab3d66ac&amp;creativeASIN=1472925394\"><span class=\"s2\">Leading Innovation, Creativity and Enterprise<\/span><\/a><\/em>\u201d with Bloomsbury books. I met Peter through my friend and colleague <a href=\"http:\/\/www.because.net\/\">Nadine Hack<\/a>, and was fortunate to have Peter include our <a href=\"http:\/\/trustacrossamerica.com\/documents\/index\/Return-Methodology.pdf\">FACTS Framework<\/a> in his new book. Nadine, Peter and I are firm believers in the power of collaboration. I asked Peter for some insights into the book, the 11<span class=\"s1\"><sup>th<\/sup><\/span>\u00a0he has written or contributed to over 21 years in business.<\/p>\n<p class=\"p1\"><b>What should readers expect to gain\u00a0from this book?<\/b><\/p>\n<p class=\"p1\"><em>Bloomsbury commissioned the book due to the unique synthesis of theory and practice in the art and discipline of creating great ideas and converting them into even greater innovations in business, society and the world. <\/em>Leading Innovation, Creativity and Enterprise<em> draws upon durable concepts and research from academia, rather than the latest management fads.\u00a0<\/em><\/p>\n<p class=\"p1\"><em>\u00a0The book includes many case studies and deals with questions such as:<\/em><\/p>\n<ul>\n<li class=\"p2\"><em>What are the roots of creativity and imagination?<\/em><\/li>\n<li class=\"p2\"><em>How can we create the physiological and mental states under which creativity happens naturally rather than having to rely on creative thinking tools like some kind of mental crutch?<\/em><\/li>\n<li class=\"p2\"><em>How can you lead Brain Based Enterprises?<\/em><\/li>\n<li class=\"p2\"><em>What is the role of technique in engendering creativity within teams?\u00a0 What are the most effective and reliable recipes for team based creativity?<\/em><\/li>\n<li class=\"p2\"><em>How do culture, leadership style and values support or limit innovation and creativity?<\/em><\/li>\n<li class=\"p1\"><em>Leading Innovation, Creativity and Enterprise is informed by academia but not stuffy in its writing style. An unusually good fusion, which I call \u2018pracademic\u2019.<\/em><\/li>\n<\/ul>\n<p class=\"p1\"><b>How did you get Sir Richard Branson and Sir James Dyson\u2019s involvement? \u00a0<\/b><\/p>\n<p class=\"p1\"><em>The headline answer to your question is through networking. I\u2019d won a prize for my work in leadership from Richard Branson. This led to gaining a job as an author for <a href=\"http:\/\/Virgin.com\/\"><span class=\"s4\"><a href=\"http:\/\/Virgin.com\" class=\"autohyperlink\">Virgin.com<\/a><\/span><\/a> and delivering events that blend music and business for Virgin. By the time I asked for the interview I was almost a family member! Although this seems simple, I observe almost daily that people expect to gain similar results without the investment of time and care that often goes into a relationship based on trust. <\/em>(Amen, Peter!)<\/p>\n<p class=\"p1\"><b>I know trust matters in your\u00a0work. How do you think about it?<\/b><\/p>\n<p class=\"p1\"><em>Although it is very difficult to quantify, we all know someone who is trustworthy when we see it. A case in point arose recently in my dealings with Marcus Ryle, CEO of Line 6, who make guitar effects units. I had a problem with my Line 6 HD POD500X, as used by the likes of Elbow, Avril Lavigne and session musicians who work with Eric Clapton, Pink and Van Morrison. I could not be more impressed with the turnaround that Marcus performed. Moreover, because he handled the issue personally as well when I&#8217;m sure he had better things to do. If more companies were able to act in this way, their reputations would soar and their repeat business with it.<\/em><\/p>\n<p class=\"p1\"><i>Your own work in terms of demonstrating the &#8220;net\u00a0present value of trust&#8221; is a vital\u00a0contribution\u00a0to the debate. It seems that corporations need proof for such things to\u00a0\u201cmove the dial\u201d in terms of behaviour. Although\u00a0I\u2019m in no doubt as to the value of trust at a personal level in my own dealings with people as\u00a0I m sure you are\u00a0as well, we do need the data to help people place a value on doing the right things in corporate life these days.<\/i><\/p>\n<p class=\"p1\"><b>What do you see as the future in terms of ethical leadership?<\/b><\/p>\n<p class=\"p1\"><em>The 1970&#8217;s was a tipping point for business ethics when Milton Friedman wrote his\u00a0article in The\u00a0New York Times, where he stated that the primary role of a business was to make money for its shareholders. This was followed by Agency Theory in 1976 which completed the volte face from the more humanistic outlook on the purpose of businesses. Managerialism has probably informed the last 40 years of corporate development in leading business schools. Charles Handy, Tom Peters and I are united in our\u00a0complete disagreement with Milton Friedman et al.\u00a0If you look after the people, the profits look after themselves. Great leaders do the right things for their customers, their employees, society and their stakeholders.<\/em><\/p>\n<p class=\"p1\"><b>Tell us a bit about yourself. What prompted you to write this book?<\/b><\/p>\n<p class=\"p1\"><em>Creativity has been at the heart of the three passions that have fueled my life \u2013 science, business and music. \u00a0When I was four years old I wanted to be in The Beatles. By nine, I wanted to be a brain scientist. At 18, I joined a pharmaceutical company as a chemist and traveled the world, fixing factories and scaling up life-saving drugs, including the world\u2019s first treatment for HIV \/ AIDS. By 29 I became fascinated with management and started working in a Business School alongside my day job. At 34, I started my own business and some 5 years later I began the synthesis of science, business and music via <a href=\"http:\/\/www.academy-of-rock.co.uk\/\"><span class=\"s2\">The Academy of Rock<\/span><\/a>. Creativity has been a constant in my three \u201cShumpeterian\u201d 18-year long cycles of innovation in my life. The book has therefore been maturing for nearly 20 years, having written my first book on creativity and innovation in 1996. This represents tens of thousands of hours of diverse experience, working as a business practitioner across a wide range of sectors and fueling my thinking via my work as an MBA academic and adventurer. Crossing the chasm from science to art has informed my writing as a business consultant much more than traditional MBA driven textbooks.<\/em><\/p>\n<p class=\"p1\">Thank you for granting this interview and for including us in your book. \u00a0Best of luck Peter and &#8220;Rock on.&#8221;<\/p>\n<p><strong style=\"color: #444444;\"><a href=\"http:\/\/trustacrossamerica.com\/team.shtml\">Barbara Brooks Kimmel<\/a><\/strong><span style=\"color: #444444;\">\u00a0is the CEO &amp; Cofounder\u00a0of\u00a0<\/span><span style=\"color: #0000ff;\"><a style=\"color: #4f81d8;\" href=\"http:\/\/trustacrossamerica.com\/index.shtml\"><span style=\"color: #0000ff;\">Trust Across America-Trust Around the World<\/span><\/a><\/span><span style=\"color: #444444;\">\u00a0whose mission is to help organizations build trust and integrity. She facilitates the world&#8217;s<span style=\"color: #0000ff;\">\u00a0<a href=\"http:\/\/trustacrossamerica.com\/cgi-bin\/alliance.cgi\"><span style=\"color: #0000ff;\">largest membership program<\/span><\/a>\u00a0<\/span>for those interested in the subject. Barbara also serves as\u00a0editor of the award winning\u00a0<\/span><span style=\"color: #0000ff;\"><a style=\"color: #4f81d8;\" href=\"http:\/\/trustacrossamerica.com\/order.shtml\"><span style=\"color: #0000ff;\">TRUST INC.<\/span><\/a><\/span><span style=\"color: #444444;\"><span style=\"color: #0000ff;\">\u00a0<\/span>book series and the Executive Editor of\u00a0<\/span><span style=\"color: #0000ff;\"><a style=\"color: #4f81d8;\" href=\"http:\/\/trustacrossamerica.com\/magazine.shtml\"><span style=\"color: #0000ff;\">TRUST! Magazine<\/span><\/a><\/span><span style=\"color: #444444;\">. In 2012 Barbara was named \u201cOne of 25 Women Changing the World\u201d by Good Business International.<\/span><\/p>\n<p>Copyright 2016, Next Decade, Inc.<\/p>\n<div class=\"wp-best-social-bookmark\"><ul class=\"socials\"><li class=\"oknotizie\"><a href=\"http:\/\/oknotizie.virgilio.it\/post.html.php?url=https:\/\/www.trustacrossamerica.com\/blog\/?p=3152&title=Trust, Creativity &#038; Innovation: An Interview with Peter Cook\" title=\"Share this on oknotizie\"> <\/a><\/li><li class=\"twitter\"><a href=\"http:\/\/twitter.com\/home?status=Trust, Creativity &#038; Innovation: An Interview with Peter Cook &raquo; https:\/\/www.trustacrossamerica.com\/blog\/?p=3152\" title=\"Share this on twitter\"> <\/a><\/li><li class=\"delicious\"><a href=\"http:\/\/del.icio.us\/post?url=https:\/\/www.trustacrossamerica.com\/blog\/?p=3152&title=Trust, Creativity &#038; Innovation: An Interview with Peter Cook\" title=\"Share this on del.icio.us\"> <\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>Great leaders do the right things for their customers, their employees, society and their stakeholders.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[404,8],"tags":[122,408,26,138,136,407,116,406,5],"_links":{"self":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/3152"}],"collection":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3152"}],"version-history":[{"count":7,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/3152\/revisions"}],"predecessor-version":[{"id":3162,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/3152\/revisions\/3162"}],"wp:attachment":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3152"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3152"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3152"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}