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@jted
Jason Theodor
+1 416 662 0144
jason.theodor@gmail.com
medium.com/jason-theodor
linkedin.com/in/jasontheodor
CreativeIgnition
HowToJumpstartYourCreativePurpose
Jason Theodor Creative Ignition2
Introduction
Jason Theodor
Creative Director | Speaker | Writer | Geek
jason.theodor@gmail.com
medium.com/@jted
@jted
Jason Theodor Creative Ignition3
CreativeDirector medium.com/jason-theodor
Jason Theodor Creative Ignition4
Speaker slideshare.com/jted
Jason Theodor Creative Ignition5
Writer medium.com/all-day-breakfast
How to Read Game of Thrones
Jason Theodor Creative Ignition6
Geek
Jason Theodor Creative Ignition7
WhatisaBrand?
Your brand is a kind of myth.
It has emotional content and all the
themes of a great story: mystery,
magic, adventure, intrigue, conflicts,
contradiction, paradox.
—Deepak Chopra
Jason Theodor Creative Ignition8
BrandPyramid
purpose
values
:)
artifacts
capabilities
personality
Jason Theodor Creative Ignition
purpose
values
:)
artifacts
capabilities
9
Externalelements
what
{
Jason Theodor Creative Ignition
purpose
values
:)
artifacts
capabilities
10
Internalelements
how
{ personality
Jason Theodor Creative Ignition
purpose
values
:)
artifacts
capabilities
11
PurposeStatement
Motivation is easy. Inspiration is hard.
Simon Sinek
why
}
Jason Theodor Creative Ignition12
fan’s desire
company's passion
Sharedpassion
purpose
values
:)
artifacts
capabilities
why
}
Jason Theodor Creative Ignition13
AboriginalPeoplesTelevisionNetwork
Jason Theodor Creative Ignition14
BrandPyramid
purpose
values
:)
artifacts
capabilities
Jason Theodor Creative Ignition15
APTNCapabilities
purpose
values
:)
artifacts
capabilities
World’s first national
Aboriginal broadcaster Growing roster of 

Aboriginal talent
68% 

Aboriginal 

Employees
Programming

in multiple

Aboriginal

languages
Jason Theodor Creative Ignition16
APTNArtifacts
purpose
values
:)
artifacts
capabilities
Original
dramatic

series
APTN 

national

news 

bureau
Award-winning 

documentaries
Kids’ shows 

in Aboriginal 

languages
Mirror for 

communities
Jason Theodor Creative Ignition17
APTNPersonality
purpose
values
:)
artifacts
capabilities
Authentic
Original
Engaging
—proud but not boastful

—confident but not aloof

—down-to-earth but not 

unsophisticated

—firm but not aggressive

—approachable but not needy

—humourous but not silly

—inclusive but not homogenous
personality
Jason Theodor Creative Ignition18
APTNValues
purpose
values
:)
artifacts
capabilities
Sharing 

our people’s
journey
Celebrating 

our cultures
Honouring 

the wisdom 

of our elders
Inspiring 

our children
Jason Theodor Creative Ignition19
APTN’sPurpose
purpose
values
:)
artifacts
capabilities
share the stories

no one else can tell

only we can tell
Jason Theodor Creative Ignition20
APTN’sPurpose

(revised)
purpose
values
:)
artifacts
capabilities
share the stories

no one else can tell

only we can tell
Jason Theodor Creative Ignition21
CBC’sPurpose
purpose
values
:)
artifacts
capabilities
Everyone.
Every way.
Jason Theodor Creative Ignition22
CNN’sPurpose
purpose
values
:)
artifacts
capabilities
Our purpose is to
create the finest
possible news product
and to present hard-
breaking, national, and
international news, as
it unfolds. We deliver
unparalleled per-
spectives across
multiple categories,
including political,
medical, financial,
technology, enter-
tainment, and more.
Jason Theodor Creative Ignition23
BBC’sPurpose
purpose
values
:)
artifacts
capabilities
To enrich
people's lives
with programmes
and services

that inform,
educate and
entertain.
Jason Theodor Creative Ignition24
Apple’sPurpose
purpose
values
:)
artifacts
capabilities
Make beautiful

products that 

are simple and 

friendly to use
Jason Theodor Creative Ignition25
jted'sPurpose
purpose
values
:)
artifacts
capabilities
We’ll get to 

that in just a
moment…
Jason Theodor Creative Ignition26
WhatisCreativity?
Creativity is the act of

connecting things in

unexpected ways.
—Jason Theodor
Definition
Creative Ignition
Creative Ignition
Creative Ignition
Creative Ignition
Definition
Creative Ignition
Creative Ignition
Creative Ignition
Creative Ignition
Definition
Creative Ignition
Creative Ignition
Creative Ignition
Creative Ignition
Creative Ignition
Jason Theodor Creative Ignition43
Definition
Jason Theodor Creative Ignition44
CoreElementsofCreativity
Jason Theodor Creative Ignition45
CreativePyramid
purpose
values
:)
artifacts
capabilities
Jason Theodor Creative Ignition
purpose
values
:)
artifacts
capabilities
action
46
Foundational
{
what you are doing?
Jason Theodor Creative Ignition
purpose
values
:)
artifacts
capabilities
47
Differential
how you are doing it?
deviation
{
Jason Theodor Creative Ignition
purpose
values
:)
artifacts
capabilities
48
Transitional
why you are doing it?
connection
}
Jason Theodor Creative Ignition49
fan’s desire
your passion
Sharedpassion
purpose
values
:)
artifacts
capabilities
connection
}
Jason Theodor Creative Ignition
purpose
values
:)
artifacts
capabilities
50
JasonTheodor’sIgnitionStatement
unlock the world’s
creative potential
connection
}
Jason Theodor Creative Ignition51
CreativeIgnition
purpose
values
:)
artifacts
capabilities
action
{
deviation
{
connection
}
personality
Jason Theodor Creative Ignition52
Capabilities&

Artifacts
purpose
values
:)
artifacts
capabilities
Jason Theodor Creative Ignition
What do you do?

In our society, we like to place value on a title or vocation.
I am a _______________.
53
CapabilitiesExercise
What can you do?

List at least 10 skills & capabilities. Place them in 3 distinct piles.
Skills
I have been trained
as a __________.
Talents
I am good at
__________.
Passions
I love to 

__________.
Jason Theodor Creative Ignition
What do you make?

List all of the stuff you can make. Each capability or combination of
capabilities should give you at least one outcome.
I can make _______________.
54
ArtifactsExercise
Jason Theodor Creative Ignition55
Values&Personality
purpose
values
:)
artifacts
capabilities
Jason Theodor Creative Ignition56
ValuesExercise
How do you create?

What are your values? These are things you do not like to
compromise. These are what inform the choices you make, how you
create, and who you do business with.
I believe that _______________.
I would never _______________.
The one code I live by is _______________.
Jason Theodor Creative Ignition57
PersonalityExercise
How are you perceived?

List as many adjectives as you can that describe your personality or
your work. (eg. bold, elegant, frightening, aggressive, sweet)
Try to use single, expressive words (like “Turbulent” or “Uplifting).
Write as many as come to mind.
People think of me as _______________.
I would describe myself as _______________.
Jason Theodor Creative Ignition58
PersonalityExercise
If you could only pick three, which would they be?

Group all similar words together. Pick or create the best descriptive
word to represent each group. Now put your list in order from the
strongest traits to the weakest.
My top three personality traits are:
1. __________,
2. __________, and
3. __________.
Jason Theodor Creative Ignition59
Who would play you in the movie of your life?

Which person (alive, dead, or fictional) best embodies your
personality, or the personality of your creations?
For example, if you described yourself with words like maternal, over-
achiever and real, you might pick Julie Bowen (Claire Dunphy from
Modern Family)
My creative self would best be played by _______________.
GuestCelebrityExercise
Jason Theodor Creative Ignition60
Purpose
purpose
values
:)
artifacts
capabilities
Jason Theodor Creative Ignition61
your fans’ desiresyour passions
PassionLeadstoPurposeExercise
What do you care about?

Make a list of your passions. Which of these intersect with your
intended audience?
My passion is ______________________________.
My fans’ passion is ______________________________.
We share a passion for ______________________________.
Jason Theodor Creative Ignition62
PurposeExercises
Why do you feel compelled to create?

Most people and most brands have never figured out their true
purpose, their intrinsic mission statement. But once they do, they can
use it as a lens to judge all future endeavours.
Will this take me closer or further away from my mission? Is this
central to my work, or is it a distraction?
Articulate your goal, your purpose, as succinctly as possible. Start
your statement with an action word.
Write the following statement at least 5 time with different answers:
I do what I do because I want to _______________.
My creative ignition is to
unlock the world’s creative potential
because I feel energized by
new ideas and possibilities
Jason Theodor Creative Ignition63
PurposeExercises
Fine-tuning

Which statement is the closest to the real thing? Which one makes
you feel excited, and gives you energy? Which statement feels like a
life-long challenge that you want to take on?
Pick one of your purpose statements, and rework it to complete the
following sentence. (Hint: a great purpose often helps others.)
My life purpose is to ______________________________
because I feel energized by ______________________________.
Does this feel right? Change it around until it feels vitally important.
Jason Theodor Creative Ignition64
CreativeIgnition
purpose
values
:)
artifacts
capabilities
Jason Theodor Creative Ignition
Fill in the following based on your previous answers:
Hi, my name is _______________, and I can_________________________.
name or nickname main capabilities
I’ve been described as __________, __________, and __________.
3 personality words
I make ____________________ for ____________________.
main artifacts type of fans
I believe that ______________________________.
main values
My mission is to _______________________________________________.
challenging, aspirational goal
65
YourCreativeIgnition
Jason Theodor Creative Ignition66
Andremember…
Jason Theodor Creative Ignition67
Jason Theodor
Creative Director | Speaker | Writer | Geek
jason.theodor@gmail.com
medium.com/@jted
@jted
Thank-you!

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Creative Ignition

  • 1. @jted Jason Theodor +1 416 662 0144 jason.theodor@gmail.com medium.com/jason-theodor linkedin.com/in/jasontheodor CreativeIgnition HowToJumpstartYourCreativePurpose
  • 2. Jason Theodor Creative Ignition2 Introduction Jason Theodor Creative Director | Speaker | Writer | Geek jason.theodor@gmail.com medium.com/@jted @jted
  • 3. Jason Theodor Creative Ignition3 CreativeDirector medium.com/jason-theodor
  • 4. Jason Theodor Creative Ignition4 Speaker slideshare.com/jted
  • 5. Jason Theodor Creative Ignition5 Writer medium.com/all-day-breakfast How to Read Game of Thrones
  • 6. Jason Theodor Creative Ignition6 Geek
  • 7. Jason Theodor Creative Ignition7 WhatisaBrand? Your brand is a kind of myth. It has emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox. —Deepak Chopra
  • 8. Jason Theodor Creative Ignition8 BrandPyramid purpose values :) artifacts capabilities personality
  • 9. Jason Theodor Creative Ignition purpose values :) artifacts capabilities 9 Externalelements what {
  • 10. Jason Theodor Creative Ignition purpose values :) artifacts capabilities 10 Internalelements how { personality
  • 11. Jason Theodor Creative Ignition purpose values :) artifacts capabilities 11 PurposeStatement Motivation is easy. Inspiration is hard. Simon Sinek why }
  • 12. Jason Theodor Creative Ignition12 fan’s desire company's passion Sharedpassion purpose values :) artifacts capabilities why }
  • 13. Jason Theodor Creative Ignition13 AboriginalPeoplesTelevisionNetwork
  • 14. Jason Theodor Creative Ignition14 BrandPyramid purpose values :) artifacts capabilities
  • 15. Jason Theodor Creative Ignition15 APTNCapabilities purpose values :) artifacts capabilities World’s first national Aboriginal broadcaster Growing roster of 
 Aboriginal talent 68% 
 Aboriginal 
 Employees Programming
 in multiple
 Aboriginal
 languages
  • 16. Jason Theodor Creative Ignition16 APTNArtifacts purpose values :) artifacts capabilities Original dramatic
 series APTN 
 national
 news 
 bureau Award-winning 
 documentaries Kids’ shows 
 in Aboriginal 
 languages Mirror for 
 communities
  • 17. Jason Theodor Creative Ignition17 APTNPersonality purpose values :) artifacts capabilities Authentic Original Engaging —proud but not boastful
 —confident but not aloof
 —down-to-earth but not 
 unsophisticated
 —firm but not aggressive
 —approachable but not needy
 —humourous but not silly
 —inclusive but not homogenous personality
  • 18. Jason Theodor Creative Ignition18 APTNValues purpose values :) artifacts capabilities Sharing 
 our people’s journey Celebrating 
 our cultures Honouring 
 the wisdom 
 of our elders Inspiring 
 our children
  • 19. Jason Theodor Creative Ignition19 APTN’sPurpose purpose values :) artifacts capabilities share the stories
 no one else can tell
 only we can tell
  • 20. Jason Theodor Creative Ignition20 APTN’sPurpose
 (revised) purpose values :) artifacts capabilities share the stories
 no one else can tell
 only we can tell
  • 21. Jason Theodor Creative Ignition21 CBC’sPurpose purpose values :) artifacts capabilities Everyone. Every way.
  • 22. Jason Theodor Creative Ignition22 CNN’sPurpose purpose values :) artifacts capabilities Our purpose is to create the finest possible news product and to present hard- breaking, national, and international news, as it unfolds. We deliver unparalleled per- spectives across multiple categories, including political, medical, financial, technology, enter- tainment, and more.
  • 23. Jason Theodor Creative Ignition23 BBC’sPurpose purpose values :) artifacts capabilities To enrich people's lives with programmes and services
 that inform, educate and entertain.
  • 24. Jason Theodor Creative Ignition24 Apple’sPurpose purpose values :) artifacts capabilities Make beautiful
 products that 
 are simple and 
 friendly to use
  • 25. Jason Theodor Creative Ignition25 jted'sPurpose purpose values :) artifacts capabilities We’ll get to 
 that in just a moment…
  • 26. Jason Theodor Creative Ignition26 WhatisCreativity? Creativity is the act of
 connecting things in
 unexpected ways. —Jason Theodor
  • 43. Jason Theodor Creative Ignition43 Definition
  • 44. Jason Theodor Creative Ignition44 CoreElementsofCreativity
  • 45. Jason Theodor Creative Ignition45 CreativePyramid purpose values :) artifacts capabilities
  • 46. Jason Theodor Creative Ignition purpose values :) artifacts capabilities action 46 Foundational { what you are doing?
  • 47. Jason Theodor Creative Ignition purpose values :) artifacts capabilities 47 Differential how you are doing it? deviation {
  • 48. Jason Theodor Creative Ignition purpose values :) artifacts capabilities 48 Transitional why you are doing it? connection }
  • 49. Jason Theodor Creative Ignition49 fan’s desire your passion Sharedpassion purpose values :) artifacts capabilities connection }
  • 50. Jason Theodor Creative Ignition purpose values :) artifacts capabilities 50 JasonTheodor’sIgnitionStatement unlock the world’s creative potential connection }
  • 51. Jason Theodor Creative Ignition51 CreativeIgnition purpose values :) artifacts capabilities action { deviation { connection } personality
  • 52. Jason Theodor Creative Ignition52 Capabilities&
 Artifacts purpose values :) artifacts capabilities
  • 53. Jason Theodor Creative Ignition What do you do?
 In our society, we like to place value on a title or vocation. I am a _______________. 53 CapabilitiesExercise What can you do?
 List at least 10 skills & capabilities. Place them in 3 distinct piles. Skills I have been trained as a __________. Talents I am good at __________. Passions I love to 
 __________.
  • 54. Jason Theodor Creative Ignition What do you make?
 List all of the stuff you can make. Each capability or combination of capabilities should give you at least one outcome. I can make _______________. 54 ArtifactsExercise
  • 55. Jason Theodor Creative Ignition55 Values&Personality purpose values :) artifacts capabilities
  • 56. Jason Theodor Creative Ignition56 ValuesExercise How do you create?
 What are your values? These are things you do not like to compromise. These are what inform the choices you make, how you create, and who you do business with. I believe that _______________. I would never _______________. The one code I live by is _______________.
  • 57. Jason Theodor Creative Ignition57 PersonalityExercise How are you perceived?
 List as many adjectives as you can that describe your personality or your work. (eg. bold, elegant, frightening, aggressive, sweet) Try to use single, expressive words (like “Turbulent” or “Uplifting). Write as many as come to mind. People think of me as _______________. I would describe myself as _______________.
  • 58. Jason Theodor Creative Ignition58 PersonalityExercise If you could only pick three, which would they be?
 Group all similar words together. Pick or create the best descriptive word to represent each group. Now put your list in order from the strongest traits to the weakest. My top three personality traits are: 1. __________, 2. __________, and 3. __________.
  • 59. Jason Theodor Creative Ignition59 Who would play you in the movie of your life?
 Which person (alive, dead, or fictional) best embodies your personality, or the personality of your creations? For example, if you described yourself with words like maternal, over- achiever and real, you might pick Julie Bowen (Claire Dunphy from Modern Family) My creative self would best be played by _______________. GuestCelebrityExercise
  • 60. Jason Theodor Creative Ignition60 Purpose purpose values :) artifacts capabilities
  • 61. Jason Theodor Creative Ignition61 your fans’ desiresyour passions PassionLeadstoPurposeExercise What do you care about?
 Make a list of your passions. Which of these intersect with your intended audience? My passion is ______________________________. My fans’ passion is ______________________________. We share a passion for ______________________________.
  • 62. Jason Theodor Creative Ignition62 PurposeExercises Why do you feel compelled to create?
 Most people and most brands have never figured out their true purpose, their intrinsic mission statement. But once they do, they can use it as a lens to judge all future endeavours. Will this take me closer or further away from my mission? Is this central to my work, or is it a distraction? Articulate your goal, your purpose, as succinctly as possible. Start your statement with an action word. Write the following statement at least 5 time with different answers: I do what I do because I want to _______________. My creative ignition is to unlock the world’s creative potential because I feel energized by new ideas and possibilities
  • 63. Jason Theodor Creative Ignition63 PurposeExercises Fine-tuning
 Which statement is the closest to the real thing? Which one makes you feel excited, and gives you energy? Which statement feels like a life-long challenge that you want to take on? Pick one of your purpose statements, and rework it to complete the following sentence. (Hint: a great purpose often helps others.) My life purpose is to ______________________________ because I feel energized by ______________________________. Does this feel right? Change it around until it feels vitally important.
  • 64. Jason Theodor Creative Ignition64 CreativeIgnition purpose values :) artifacts capabilities
  • 65. Jason Theodor Creative Ignition Fill in the following based on your previous answers: Hi, my name is _______________, and I can_________________________. name or nickname main capabilities I’ve been described as __________, __________, and __________. 3 personality words I make ____________________ for ____________________. main artifacts type of fans I believe that ______________________________. main values My mission is to _______________________________________________. challenging, aspirational goal 65 YourCreativeIgnition
  • 66. Jason Theodor Creative Ignition66 Andremember…
  • 67. Jason Theodor Creative Ignition67 Jason Theodor Creative Director | Speaker | Writer | Geek jason.theodor@gmail.com medium.com/@jted @jted Thank-you!