Course curriculum

    1. LIONS cMBA: The main course

    2. LIONS cMBA: You’re On The Jury

    3. Navigating the LIONS Learning platform

    4. Navigating the LIONS Learning Forum

    5. The live sessions

    6. The Me Brief

    7. Your course leader and facilitators

    8. The LIONS team

    9. What now?

    10. LIONS cMBA welcome call recording

    1. Simon’s welcome

    2. Module 1 overview

    3. Get yourself in the zone

    4. Why stress is bad for creativity

    5. Find your flow state

    6. The flow super-trick

    7. The case for creativity

    8. What brand means right now

    9. How to measure success

    10. Resetting the business around creativity

    11. The client and agency partnership

    12. Aim higher

    13. Show creative courage

    14. Be open to serendipity

    15. Incorporating serendipity

    16. Develop a culture that embraces serendipity

    17. Try something new

    18. Mix your people

    19. Articulating the impact of creativity

    20. The Heineken Creative Ladder

    21. The Contagious Standard

    22. The AB InBev Creative Spectrum

    23. The Humankind™ Scale

    24. FCB’s 456 Scale

    25. The Creative Effectiveness Ladder

    26. Become an expert at analysing ideas

    27. Executive Summary

    28. Module 1 live call recording

    1. Simon’s welcome

    2. Module 2 overview

    3. Introduction to behavioural economics

    4. Nudge theory

    5. System thinking

    6. Rational choice theory

    7. Loss aversion

    8. The anchoring effect

    9. Status quo bias

    10. The endowment effect

    11. Scarcity

    12. Social proof

    13. Customisation

    14. Loyalty

    15. Pricing psychology

    16. The framing effect

    17. The role of emotional intelligence

    18. How to use emotional intelligence

    19. Making the audience the hero

    20. Cultural relevance

    21. Embracing risk

    22. Cultural resonance

    23. Attentive curiosity

    24. Storytelling through consumer experiences

    25. User-generated content

    26. Social listening

    27. Executive Summary

    28. LIONS cMBA module 2 live call recording

    1. Simon’s welcome

    2. Module 3 overview

    3. Creating the right environment for a creative culture

    4. Combine a vision with the practical

    5. Encourage psychological safety

    6. Build strong relationships

    7. Focus on people and process

    8. Look for fresh inspiration

    9. Embrace failure to innovate

    10. Develop a growth mindset

    11. Demonstrate that creativity pays

    12. Get the whole company invested in effectiveness

    13. Leverage data and analytics

    14. Get everyone involved

    15. What true disruption looks like

    16. The power of the client–agency relationship

    17. Venture beyond your expertise

    18. Go towards the things that excite you

    19. Culture drives disruptive approaches

    20. Try hackvertising

    21. Analyse success outside your category

    22. Reinvent your product’s image

    23. Leverage consumer behaviour from other categories

    24. Integrate technology from other fields

    25. Reminder: You’re On The Jury

    26. Executive Summary

    27. LIONS cMBA module 3 live call recording

    1. Simon’s welcome

    2. Module 4 overview

    3. The creative mindset

    4. The different styles of thinking

    5. When to use linear and lateral thinking

    6. Linear and lateral thinking in action

    7. Linear and lateral thinking: Your turn

    8. A word of caution

    9. Attribute listing: What it is and how it works

    10. Attribute listing: An example

    11. Attribute listing: Create your own

    12. Attribute listing in action

    13. Design thinking: What it is and how it works

    14. Design thinking: Examples

    15. Design thinking: Create your own

    16. Design thinking in action

    17. Challenging norms: What it is and how it works

    18. Challenging norms in action

    19. Substitution: What it is and how it works

    20. Substitution in action

    21. Combinational creativity: What it is and how it works

    22. Combinational creativity in action

    23. The SCAMPER tool: What it is and how it works

    24. SCAMPER in action: Part one

    25. SCAMPER in action: Part two

    26. Design thinking: What it is and how it works

    27. Design thinking in practice

    28. Reminder: You’re On The Jury

    29. Executive summary

    30. LIONS cMBA module 4 live call recording

    1. Simon’s welcome

    2. Module 5 overview

    3. Why equity, representation and accessibility matter

    4. Start with bringing people in

    5. Use insights to innovate

    6. Learn to listen

    7. Combine ethics and empathy

    8. The business benefits of diversity

    9. Identify what you need to fix

    10. Research and understand cultural norms

    11. Use inclusive and universal themes

    12. Engage local experts or consultants

    13. Listen and learn

    14. Don’t assume one size fits all

    15. Language misinterpretations

    16. Nonverbal communication

    17. Respect local customs and traditions

    18. Plan for backlash

    19. Look into local legislation

    20. Why sustainability and ethical consumerism matter

    21. Tap into consumers’ consciousness

    22. Humanise technology

    23. Acknowledge your responsibility

    24. Inclusivity in brand messaging

    25. Open up conversations

    26. Reminder: You’re On The Jury

    27. Executive summary

About this course

  • Free
  • 185 lessons
  • 6.5 hours of video content

Discover your potential, starting today

Enroll today