Creativity in Schools – A Decade on from Sir Ken Robinson’s TED Talk

Creativity in Schools – A Decade on from Sir Ken Robinson’s TED Talk

Creativity in Schools – Sir Ken Robinson

So, what has happened almost a decade on?

The first of a series of iconic TED talks about how education needs to ‘shift paradigms’ occurred almost a decade ago back in June 2006 (yes, that was ten years ago this year). Sir Ken Robinson set the ball rolling with his TED Talk about how ‘schools kill creatively’ – a talk that still tops the ‘all time viewed’ lists with 13 million views in 2012…and over 37 million views as I type this in February of 2016.Sir Ken

Sir Ken has his critics who say that it’s easy to be seduced by his words when there is no action plan to apply (read his books and there are plenty of sensible and useful words of wisdom as to how we can improve things….). Personally I totally agree with Ken (and in fact saw Ken give some similar insights earlier in his career when he was professor of education at Warwick University in the UK).

So, a decade on, where do we stand?

Sadly, given all the hype and constant gossip about how wonderful Sir Ken’s vision is, we (schools) seem to be achieving very little in terms of creating (no pun intended…) a genuine shift in approach to how education is responding to the needs of business and enterprise, cultural and social anthropology and a rapidly changing modern world.

We know that schools are notoriously slow on the take up of most things. Actually, that’s not quite true. They are often quick to buy in to an idea but then lack the strategy and vision (planning and money) to see it through. I remember on one of my first teacher training experiences at a school in Edmonton, North London (around 1983) seeing a white van back up to the Design department to unload fifty brand new BBC Master computers with screens. This was the age of change and technology…this would transform what we were to do. My Head of Department was grinning like a Cheshire cat…but quite quickly I discovered that not all was well. I was asked to give some INSET on their use to all teachers (two weeks in to my first teaching practice aged 19 or so…) and thereafter all but two machines ended up in a locked cupboard. I had one BBC Master to play with and one other was taken to the front of school for administration staff to play on.

And there is the rub.

Staff had no time to ‘play’ and many believed that these contraptions were the devils spawn (and to be honest many struggled with the Banda copy machine in the staff room let alone any other technology above a hole punch and stapler). Government gave high end kit to schools to help stimulate creativity and technological change without offering time and budget to allow it to happen. Things stalled and ground to a halt. I remember re-visiting the school for another training period about two years later and the BBC masters were still in the same cupboard….although a couple of Atari ST machines had entered the department now with their ‘colour GUI’ and a Meg of RAM if I remember correctly.

The desire for change

This may seem harsh but schools are not always great at adapting to change from a strategy and vision standpoint. They mean well, and those in seats of decision making will often embrace the idea of something new from a concept standpoint, but very few understand the need to support that vision with a hands on, practical and feasible plan of action. This is frequently not about money; it’s about the desire to want to change the way we do things so that they improve; to help children get prepared for a world of work that we don’t really fully understand ourselves (the frequently banded about quote ‘we are preparing kids for jobs that don’t yet exist’ springs to mind) and to fundamentally change the curriculum content and approach we have in place.

Subjects change but curriculum’s, on the whole are antiquated. Creativity is not a new thing in schools. Arguably primary and kindergarten staff have been doing ‘STEM’ and ‘STEAM’ activity in schools for decades – playing, building, failing and working in teams often in a sandpit or on the carpet with tons of Lego, Stickle bricks (remember them?) and other cool things – combining Art, Science, Design, Language, Maths…

What we need, as students move up to secondary or high school, is a rudimentary change to what is delivered at the curriculum chalk face. For this to happen we almost need to wipe the slate clean and start again.

The problem we have is that many who are at the decision making end of directing and developing curriculum’s at government or school level have frequently come up through that industrial age of education that Sir Ken refers to in his original TED talk (and so expertly captured in the RSA animation of that talk RSA Sir Ken Robinsons TED Talk). These folk have been button-holed as ‘bright’ or ‘academic’ (and many are…) and have seldom been through a creative area of study at school. Rote learnt knowledge has been seen as a better foundation than one where they have had to solve complex problems on paper through an iterative process or with their hands in Art, Design and Technology – or indeed on stage through performing arts. Arguably, the nearest many have come to creative thought or play has been on the rugby or hockey pitch (or other team sport where spontaneous flair and decision making is often required).

Reverse Engineer the way we do things

To achieve the change that Sir Ken spoke about needs a fundamental upturn in philosophy where the practical application of knowledge is seen to be on an equal footing (?) with the ability to simply rote learn facts for an exam. For this to happen we need to reverse engineer the whole structure of academic acceptance.

What do I mean?

The world of work needs a workforce who are creative, flexible and can apply previously harboured knowledge well (be that from school, university or work experience).  They need to be worldly, good communicators, gregarious, empathetic, skilled and confident.

Firstly, governments need to have ministers responsible for education in employ who have actually come from an educational background – folk who have delivered and managed in schools and who have a better (more realistic?) understanding of what students and teachers need to deliver.genius-quote-albert-einstein

Secondly, if a student chooses to go directly into the world of work from school, rather than attend University, that is not necessarily a bad thing. Parents and schools need to understand that in the same way that industry does. Getting hands on experience of a business may well put them in better stead than doing three years in further education with no guarantee of a job at the end of it. Accepting that is key and is normally a fight for parents who get caught up in the ‘league table’ nonsense where students often achieve artificially high grades centred on a factory process – the success of which is based on sitting a one and a half hour paper at the end of two years study. Not good. You also have the ‘when I was at school’ scenario when parents of a certain generation were educated in schools that led them to believe that some subjects were more academic than others. It’s a big rut to climb out of psychologically.

Thirdly, universities need to supply courses that are current, flexible in delivery (able to change content mid course to satisfy employment demands) and that allow students to apply what they have discovered at school rather than treating them all as ‘starting from scratch’. I have heard of universities that take students onto certain courses and simply tell them that they have to ‘unlearn’ what they did at school and do things differently; so your first year becomes, in effect, a foundation year. What a waste of schooling and finance. Schools and universities need to talk to each other more.

Schools need to de-construct and review current curriculum’s. They need to have the confidence to do it. Do we still need Latin? Do we still need to study Shakespeare (as opposed to other more contemporary writers…)? Should everyone study at least one foreign language? Do we continue to have the mainstay of ‘core’ subjects at the heart of what schools do – Maths, English and Science (with extra languages, Art, Geography, History, Design and Technology in tow)? I don’t know, but questioning and jiggling to take some risk would be healthy.

keep-calm-and-carry-on-designing-12For me I’d love to have Design at the core of the curriculum with science, business, humanities, languages, maths and the arts radiating off. The idea that working with your hands (manufacture, creation, enterprise) is the realm of ‘less able’ students is totally unfounded. Bright students can, and do, work with their hands. Art has long been considered the ‘accepted’ manual skill for bright students along with Music. Sadly Drama, Dance and Design have always struggled to gain the same acceptance along with physical education (a tough A-Level in reality).

In essence, anything that has not grown out of the land or ‘popped’ out of a human has been designed; someone, somewhere, has sketched the idea and developed it. That’s both academic and creative in my book.

As Sir Ken said, we need to ‘shift paradigms’.

We need to educate and nurture future wealth creators (not just financial – anthropic wealth too) who can develop innovative products and services. I reiterate, despite Sir Kens 37 million ‘likes’ on the need to have creativity in the curriculum there are still many within government and education who feel it’s not required a decade on. The current EBACC debacle in the UK is looking to throw out creative education from the curriculum and quite rightly there is uproar from many sides across business and education.

The biggest anxiety for me, in all of this, is that we will probably still be having the same conversation in several years’ time, recognising that creativity is important, that we drastically need curriculum change and so on. But will folk have listened? Will there have been change? I truly hope so.

By that time Sir Ken’s original talk will be up past the 100 million views mark. Probably.

 

Marketing vs. Advertising – Doing it Right in Schools…

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It is often the case that schools know too much about their product (education) and not enough about their customers (the parents).

There is a monumental difference between why you think someone should invest in your school and why someone does not invest.

This gap between the two is bridged by what we can refer to commonly as ‘marketing’.

Marketing. 

So what are we really talking about here?

If your first thought is advertising – ‘getting the word out’ and letting people know you exist/what you can offer them, then you may well be missing the most important point.

Let me give you an example of a School Head who was able to multiply their return on their efforts with parents by shifting that initial focus from advertising to marketing.

Paddling Without A Paddle

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My client, let us refer to him as ‘James’, is a colleague of longstanding who had recently taken over the Headship of a small prep school that offers a unique and diverse curriculum. He emailed me a copy of a promotional flyer he was working on. He asked for my feedback.

“So, what did you think?”  He asked.

“To be honest, I haven’t a clue.” I said.

Although a tad perturbed by my response I then asked him two critical questions:

  1. Who, exactly, are you trying to reach with this flyer?
  2. Why do you think that the main bullet points on the flyer are what your customers want to know?

James admitted that although he had a general idea of the ‘type’ of parent he was trying to reach, he didn’t have a clear answer to the second question.  His mistake is a common one.

He had made the assumption that what was important to him was also important to his clients – the parents.

James’s boat was bobbing in the turbulent waters of the marketplace, but he only had one paddle in the water – the “advertising” paddle. As a consequence he was simply going around in circles and was in desperate need of that second paddle to even things up. We will call this the “marketing” paddle.

Marketing is that essential area of management attention that is determined through on-going observation, research, and analysis to answer key questions, questions such as:

  • Who are your customers (parents)?
  • How do they think?
  • Where are they located?
  • How do they choose which school to invest their money in?

In short, your marketing efforts drive your lead generation (advertising) by revealing what is most important to your best customers.

An Important Announcement, which carries No Value.

Consider, if you will, the idea of an audacious banner spanning the front page of the school website (or indeed hanging on the school gates…) proudly announcing that the school is “Under New Management

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To a new Head, fulfilling a lifelong dream, this is an exciting and important message.

However, to a passer-by, that banner says nothing more than that there has probably been trouble in the past, an unsteady ship.  Think about it.

To a previously unsatisfied parent, that sign may deter them even more. “What? Same uncreative curriculum, delivered differently? New teachers teaching the same old stuff?”

Had more time been spent in marketing, you might have discovered that your customers are extremely interested in your expansion to ‘embrace a GCSE curriculum, your investment in new staff to cater for additional languages, the new sports hall proposals to cement stronger links with the local community…‘ and you could have more effectively used that web banner/front gate banner space to proclaim your developments.

There really is no ‘target market’ for “Under New Management.”

Clichés are exactly that; cliché

As we analysed James’s flyer, he began to see that he had created the equivalent of the “Under New Management” banner.  He had listed significant-sounding clichés that seemed to offer important benefits:  “Conveniently located,” “knowledgeable, friendly staff,” “competitive fees,” and “wide intake selection.

When we further considered where his customers were coming from, he understood that he was actually only conveniently located to some – and to others who might be his customers, he was on the wrong side of a constantly congested transport infrastructure.   And given that the alternative to “knowledgeable, friendly staff” is “unfriendly and clueless,” should his customers expect anything less?

‘Competitive fees’ might be important to his target market, but if James understands that his best customers come to him because of his ‘hard-to-find specialty curriculum in Design and Art’ or ‘excellent sporting facilities’, all things being equal fee pricing may not be of primary concern.

A key attraction to those parents looking at his school might be James’ ability to provide ‘products and services’ that are unavailable from his competitors. This is important.

  • Marketing is a collection of activities that go on internally, within your school.
  • Marketing is your on-going effort to question, observe, and understand your parents and their genuine attraction to your school.

In the rush to advertise, James ignored the most important key to effective lead generation:

Taking the time to understand what your parents care about, and how to most effectively communicate to them that you KNOW them.  

Marketing vs. Advertising

  • The marketing paddle is your understanding of who your parents are.
  • The advertising paddle is about clearly articulating the promises your school makes to them.

Effective lead generation comes from remaining hyper-aware of the balance between the two and maintaining that connection at every point of contact between you and your customers (your parents)

With proper marketing, advertising becomes a matter of broadcasting the fact that you know what your parents want and are ready to provide it.   It has to be based on what they are thinking, not what you are thinking.

Effective marketing efforts make your advertising decisions informed and strategic rather than solely based on your personal preference, happenstance, or what you see everyone else doing.  

The System of Marketing

Social media communication concept

As with any area of your school, you need a system for gathering data about your market.

There are plenty of methods out there that work; you just have to find the one that’s right for your school. Here are some examples:

  • Using appropriate social media to inform and involve your clientele is vital. For example, Twitter, LinkedIn and Facebook are currently amongst the most obvious, important and widely used. This will open channels of communication with your parents in addition to phone calls and email (see below).
  • Create and establish a website presence, electronic newsletters, blogs or physical brochures with relevant and informative content that your parents can subscribe and respond to. This will also help to open channels of communication with your parents.
  • Conduct simple surveys. There are many great resources for creating electronic surveys out there such as http://www.surveymonkey.com.
  • Install email marketing software such as http://www.newsweaver.com or http://www.littlegreenplane.com for reaching your clients. These services allow you to analyse and filter the results of your advertising efforts so you can immediately see what your clients respond to and what they don’t.

However you decide to gather this relevant data, there are some essential key questions that do need to be addressed:

  1. Who is it you are trying to attract? Why?
  2. Who are your ‘favourite’ parents currently – the ones you would like to clone?
  3. What characteristics do they all have in common?  Age, income level, geographic clusters, family status, etc.
  4. What are their lives like and how do you fit in to what appeals to them?
  5. What problems is your school and its provision going to solve for them?
  6. What is the most important message for your parents to hear from you as a Head? How will you emotionally appeal to them?

Once you ask the right questions of your parents, you’ll start getting the right answers. These answers will tell you what your parents need to hear from you in order to feel connected to you and your school.