Frequently Asked Questions

What is Applied Creativity?

Applied Creativity is a strategic practice that helps leaders and teams define and solve the right problems. We work with organisations navigating change, uncertainty, or stalled progress, using structured frameworks that build internal capability rather than external dependency. The goal is always the same: you leave with clarity, decisions, and the ability to do this work yourselves.

What do you actually do?

We offer a series of distinct tools, each addressing a different strategic challenge:

The Culture Lens: A diagnostic framework that reveals what’s really happening in your organisation before you try to change it. For when change initiatives keep reverting.

Story Bridge: A structured process for articulating what you stand for and communicating it with coherence. For when your messaging confuses more than it connects.

Synectics 2.0: A methodology for collaborative problem-solving that generates genuinely novel viewpoints. For when your team is stuck on problems they can’t think past.

OKRs: A navigation framework that connects vision to measurable progress. For when you know your destination but have no shared map.

Each can be used independently or combined, depending on the challenges you’re facing.

Who is this for?

Leaders and teams working through significant change. Typically, in organisations where:

• Strategy exists but progress stalls
• Change initiatives keep reverting to old patterns
• Internal alignment is weak or messaging is inconsistent
• Important decisions are stuck in circular debate
• AI is creating uncertainty about capability and direction

How do engagements typically work?

Every engagement starts with a discovery call to understand what you’re actually facing. From there, the shape depends on the tool and context:

• Culture Lens engagements involve diagnostic work, data gathering across three layers (self-report, behaviour, structure), and capability transfer so you can run future cycles yourselves.
• Story Bridge is a facilitated process working through the four pillars (Truths, Beliefs, Promises, Vision) to produce a narrative platform, elevator pitch, and essence statement.
• Synectics 2.0 sessions move through framing, facilitated thinking, and synthesis with small groups, structured constraints and genuine output.
• OKRs builds navigation capability through co-developed playbooks and trained internal champions.

The common thread is that we work with you to build capability, not create dependency. The goal is to make ourselves redundant.

What’s different about your approach?

Two themes run through everything we do.

Diagnosis before intervention
Most change programmes fail because they prescribe before they understand. We start by seeing clearly what’s actually happening and if and where our approach can help.

Capability transfer
We don’t deliver reports or decks that sit on hypothetical shelves. We work alongside you to build the skills and knowledge you continue to use without us.

How does AI fit in?

AI is integrated as a thinking partner, not an answer machine. We use it to challenge assumptions, generate options, and extend thinking, but human judgement remains central throughout.

This isn’t about replacing expertise with automation. It’s about using AI to surface what you might otherwise miss.

Do we need AI experience?

No prior knowledge required. We guide you through how to use AI effectively as part of the work. Whether you’re cautious, curious, or already experimenting, we meet you where you are.

What sectors do you work with?

We’ve worked across tech, education, health, housing, transport, and public sectors. The common thread isn’t industry, it’s the challenge: organisations navigating change that need to think more clearly about strategic problems.

If your team is stuck, misaligned, or facing decisions that conventional approaches aren’t resolving, this work is relevant.

Who does this work?

Des Kennedy leads all engagements. Over 35 years in design, strategy, leadership development, and coaching. He’s worked with global brands, public sector leaders, and cross-functional teams on complex challenges.

What does it cost?

Pricing depends on scope, complexity, and the capability transfer required. We discuss this in the discovery call once we understand what you’re facing. There’s no standard package because the work is shaped to your context.

Can we start small to test the fit?

Yes. For new clients, we offer focused initial engagements that let you experience the approach before committing to deeper work. This is often the right move when you need to build internal support or aren’t yet certain which tool fits.

How do we get started?

Book a 20-minute discovery call. We’ll talk through what you’re facing and work out whether this is the right approach, or whether you need something else entirely.

No pitch. No pressure. Just a conversation to see if there’s a fit.