ANTH0154 202425 Assignment 2 of 1 3
ANTH0154 Social Creativity – Gregory Thompson

Successful creative enterprise arises from a diversity of relationships with others through sharing,
constraining, narrating, connecting, and even sparring nascent ideas with others. This module
introduces some key concepts and methods relevant to creative startups and early-stage
entrepreneurs in a framework of social theory and an understanding of social creativity. Students
are furnished with tools to apply these concepts to a creative start-up venture in a practical and
effective way.
The first marketing challenge when testing and launching a start-up is building the initial crowd of
collaborators and customers on a limited budget. This course teaches methods to build this early
‘tribe’ by engaging in conversations that resonate with potential allies and then engage a small,
specific target customer group and employ some tactics to reach early customers. Students will
learn an approach to branding based on differentiation, and an approach to reaching and
engaging potential customers, new customers, and repeat customers by developing, sharing and
selling creative assets.
Social Creativity includes aspects from the A B C D E of Creative and Collaborative Enterprise:
Articulation: identifying and describing what you do, who benefits, and why it’s of value,
Bonds: the ability to connect, cooperate, and create bonds with other people and organisations to
reach your goals.
Content creation: writing and distributing materials about your activities and the purpose
underpinning them.
Delivery: consistent delivery of value to customers (in a scalable way).
Existence: being a known, liked, and trusted presence in your market.
Social Creativity includes engaging supporters, sharing and developing your enterprise concept;
broadening your objectives and evaluating your idea; allowing it to grow with input from others,
beyond something that is ‘yours’ to something that can become ‘ours’.
In the workshop sessions you will work individually, in pairs, and in groups on exercises designed
to help you dream bigger and more specifically than you might usually dare; develop new ideas
from conjecture, criticism, and evaluation; and enjoy the process of creation, including the failures
on the way.
Submission requirements.

ANTH0154 Social Creativity is examined by (1) a reflective essay on Open Space Technology (40%);
and (2) a Digital Asset that positions you as an expert in your field (30%) together with a reflective
essay on the creation of the Digital Asset and its reception (30%).
ANTH0154 202425 Assignment 2 of 2 3
ANTH0154 Assignment 02 Digital Asset

“Content leads to Trust leads to Contact leads to Collaboration leads to Opportunity.”
Create a Digital Asset (such as an Industry Guide or Report or Position Paper or Guided
Conversation) that positions you as an expert in your industry niche.
Format: PDF of up to 1000 words.
The Digital Asset will contain information and insight of real value to a specific set of your target
customers so that they will share it with their networks. The aim is to earn trust. What will earn you
respect in your niche?
Think small: target a group who ALL will want what you are offering. And will (hopefully) share it
with their contacts. What do your small, specific group of target customers want to know? How will
your Digital Asset help this small, specific group of target customers? How can your Digital Asset
add value to this small, specific group of target customers?
You might: create original content (photographs, videos, audio); collate information from disparate
sources; combine information from different disciplines; and/or re-formulate information into
memorable forms or phrases.
Create something: “really valuable and... niched enough for people to be interested in; ... so
valuable, ... so insightful, ... so targeted, ... so good that people will ... want to contact you to ask you
more questions.” (Seth Godin, Episode 19 of Everyone Hates Marketers podcast, July 2017.)
Everyone Hates Marketers (by Louis Grenier): Seth Godin's Marketing SECRETS to Launching a
NEW Business
Assignment 01 Marking

DIGITAL ASSET. Useful information or insight that your small specific target group of potential
customers wants but can’t find. The content will articulate how your guide will help that small
specific group. The content will be unusual: it will be valuable to a specific target group like no
other. (50%).
REFLECTIVE ESSAY (1000 words): Explain what happened in the process of creating your Digital
Asset, how you felt about it, what you learned, whether you could have handled things differently,
and what you need to learn or do differently in the future. Include the identification of a small
specific target group of potential customers for your Digital Asset; and what happened when you
shared your Digital Asset with this “First Ten” and the feedback they gave you and how you
responded to the feedback. (50%).
This assignment is worth 60% of the overall assessment for this course.
Students must complete their Digital Asset and Reflective Essay individually.
ANTH0154 202425 Assignment 2 of 3 3
Please submit two files: (01A) the Digital Asset; and (O1B) the Reflective Essay (including
discussion of the target and the sharing). Please label your files: “ANTH0154 01A XXXXX” and
“ANTH0154 01B XXXXX” where XXXXX is your Student Candidate Number.
Due date: 1300 on Thursday 6th March 2025.

Target date for return of marked work and feedback: Thursday 3rd April 2025.

学霸联盟