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3 Habits of Great Creative Teams

SYPartners is probably one of the best creative agencies no one has heard of and that is on purpose. They a firm steeped in the belief that transformation of individuals, teams, and institutions requires equal parts empathy, aspiration, and a bravery to act. The firm fuses systems thinking and creativity to help organizations in times of seismic change: the formulation of a new business strategy, a merger or acquisition, the rise of a new CEO, the return-to-greatness journeys after an industry shock. Like most really good ideation companies their work is pretty much all confidential but I do know they are responsible for the Starbuck rebranding and the IBM THINK exhibit at Lincoln Center.

SYPartners is led by Keith Yamashita who recently spoke at the Behance 99% conference on ‘The 3 Habits of Great Creative Teams‘. This talk was born out the work that SYParters has also been doing working with over 1000 teams to create tools to help creatives and creative teams reach their true potential. The first release from this initiative was a brilliant iPad app called Unstuck with 11 free tools and over 50 targeted tips to help anyone get their inspiration and creative process back on track. The video is one of the best I have seen in a long time as it looks at what happens when the your team is faced with adversity does it stand strong and act boldly or does it crumble under pressure? Keith shares his insights about great collaborative environments including: have an awareness beyond your day-to-day, respect the unique talents of your team members, and actively cultivate meaningful one-on-one relationships. I think it is a must watch for any creative director. Now if I could just figure out how to get a deck of those cards…

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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