147: Kevin Chesters on Shambles to Success via Strategy, Creativity and Muddy Fields

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This week, we went fishing in a Levi’s Creek to catch TED speaker, co-author of ‘The Creative Nudge’ and enthusiasm enthusiast, Kevin Chesters.
His Twitter bio says he’s a “tall bald bloke from Penzance”. And whilst that might be true, it does rather undersell the fact that perched atop that tall body, and in that bald bonce, are some serious smarts.
For Kevin is a Chief Strategy Officer, formerly strategy head at Ogilvy, Wieden + Kennedy, Saatchi, Dentsu, with a client-side cameo at BT, a visiting lecturer in creativity at several universities, a TEDx speaker, co-author of ‘The Creative Nudge’ and an absolute advocate for walking in stupid and talking in smarts.
We discuss his journey from his beginning manning boying a vegetable stall, flirting with journalism, getting past ‘A’ in the careers dictionary, the importance of fostering creativity in all fields (including muddy ones), executional skill, breaking category norms, sifting through the interesting to find useful, enthusiasm, neurodiversity, walking in stupid, finding the world endlessly fascintating, big agencies, little agencies and so much more.
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Kevin’s website
Follow Kevin on LinkedIn
Here’s his book, co-written with the brilliant Mick Mahoney
His TED Talk
Levi’s – Creek by BBH, 1993
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Timestamps
(03:17) - Kevin's early jobs and first steps in the advertising industry
(07:34) - His initial lack of interest in advertising and his pivot from journalism
(10:04) - The impact of iconic ads like Levi's Creek on Kevin's career
(19:04) - The value of diverse experiences in building a successful career
(23:03) - Defining creativity and its importance in business and life
(27:37) - Breaking category norms
(31:06) - The concept of bravery in marketing
(34:42) - Bringing Fresh Perspectives to Meetings
(36:38) - Practical tips for fostering creativity in the workplace
(45:05) - Listener questions including Mark Earls about the role of enthusiasm
(47:08) - The impact of neurodiversity on Kevin's approach to strategy
Kevin’s book recommendations are:
The Creative Nudge: Simple Steps to help you think differently by Kevin Chesters and Mick Mahoney
The Victorian Internet by Tom Standage
Legacy by James Kerr
An Astronaut's Guide to Life on Earth by Chris Hadfield
The Rebuilders by Sara Tate & Anna Vogt (Sara’s appearance on Call to Action® https://gasp.agency/media/call-to-action/sara-tate)
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