Certificate II in Creative Industries - STUDENT WORKBOOK CERTIFICATE II CUA20215 - IVET
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Certificate II in Creative Industries
Certificate II in Creative
Industries
Student name: __________________________
Year level: _____
Class: _____
STUDENT WORKBOOK
CERTIFICATE II CUA20215
Copyright © IVET – 2020 Edition 1Certificate II in Creative Industries
CONTENTS
PAGES
CHAPTER 1
Introduction to the industry and develop and apply creative arts 3 – 16
industry knowledge
CHAPTER 2
Develop and extend critical and creative thinking skills 17 – 50
CHAPTER 3
Be MoneySmart and develop a personal financial plan 51 – 81
CHAPTER 4
Organise and complete daily work activities 82 – 98
CHAPTER 5
Apply work health and safety practices 99 – 120
CHAPTER 6
Work effectively with others 121 – 149
CHAPTER 7
Deal with workplace problems 150 – 167
CHAPTER 8
Social and cultural diversity 168 – 187
Copyright © IVET – 2020 Edition 2Certificate II in Creative Industries
CHAPTER 1
Introduction to the industry and develop and
apply creative arts industry knowledge
Through this Certificate II in Creative Industries you will develop the skills and knowledge to work
effectively with others, apply work health and safety practices, develop creative industry knowledge and
explore how to think critically. You will also develop the skills to manage and develop a financial and
personal management plan and use this to plan for skill development as well as organise and complete
daily work activities. We will also look at diversity and the importance of showing cultural and social
sensitively when working with others whether it be co-workers, clients, customers or participants. Through
this course you will have an opportunity to develop a range of skills that will help you to succeed in a
range of industry areas.
Before we start it is important that we look at exactly what a creative industry is. A creative industry is any
industry where employees are required to think critically, generate ideas, think outside the box and
create, make and design something that is different and unique. It is about innovation, creativity, talent
and skill. It is about creating something whether it be a product, service or form of entertainment that is
new and exciting.
With the world becoming reliant and engaged in the use of technology the opportunities for creative
people with new ideas is increasing. People are always looking for ways to save time, money and make
their lives easier.
Employment areas that are part of the creative industry include:
• Architecture and construction
• Visual arts and design
• Arts and crafts
• Music
• Performing arts such as theatre
• Film, television and radio
• Gourmet chef and food design
• Writing and publishing
• Advertising and marketing
• Fashion design
• Hair and make-up design
• ICT development such as software,
video games and applications
• Development of toys and games
• Entrepreneurial enterprises (creating
a new product or service)
• Design, e.g. jewellery, interior and
woodwork
Copyright © IVET – 2020 Edition 3Certificate II in Creative Industries
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CREATIVE OCCUPATIONS – ICT RESEARCH
TASK 1: For each of the following occupations use the internet to find out more information about
the knowledge, skills and attributes required to be successful in each role. Use the template below
to record this information. Then, complete the questions below.
Access the joboutlook.gov.au website.
STEP 1: Select “Explore A to Z” at the top
STEP 2: Search for the occupations listed below
STEP 3: Complete the following table by searching for each of the listed occupations.
Then, using the information sources from the site complete the following template and questions.
If you cannot find the information using the above website you may need to complete some
internet research to find the occupation and what it involves.
TASK 2: Once you have completed the knowledge, skills and attributes column on the following table,
brainstorm the types of tasks a person working in this occupation would do that are creative.
Occupations Knowledge, skills and Creative tasks
attributes required
Architect
Fashion designer
Author
Copyright © IVET – 2020 Edition 4Certificate II in Creative Industries
Advertising specialist
Game developer
Radio producer
QUESTIONS:
1. What knowledge, skills and attributes do all of the occupations have in common?
2. Why do you think this knowledge, skills and attributes are important when working as part of
the creative industries?
Copyright © IVET – 2020 Edition 5Certificate II in Creative Industries
SOURCE AND APPLY CREATIVE ARTS INDUSTRY INFORMATION
To further develop your knowledge of the creative arts industry it is important to identify and access
sources of information on the creative arts industry using a range of media. The internet is a great first
place to start. The Australian Trade and Investment Commission (Austrade) is the area of government
that looks after the creative industries as well as assisting Australian businesses, education institutions and
promoting tourism. It recognises the vibrant and diverse arts, culture and entertainment community of
Australia and supports the sectors of the creative industry which are an essential part of Australian values,
self-expression, confidence and engagement.
Australians have had much success in the creative arts both at home and abroad. With many writers,
actors, film directors and artists becoming recognised and well known for their contributions. Australia is
also fast becoming recognised for its amazing and spectacular film locations, attracting many
international directors to shoot their films in Australia including The Great Gatsby, Mission Impossible II and
Pirates of the Caribbean: Dead Man Tell No Tales.
Austrade supports those working in the creative industry sectors including:
• Publishing – this relates to anyone who assists with preparing, writing and issuing books, journals,
magazines and any other written material that is mostly hardcopy in nature. Roles can include
writing, editing and proofreading, design and art directing (i.e. illustrations), copyediting, production
management, marketing and promotion.
• Performing arts relates to all those involved in real time performances including, theatre works,
orchestras, musicals, physical theatre and outdoor performances as well as contemporary dance
and ballet.
• Visual arts has two main areas: Community artists such as photographers, painters, potters,
printmakers, glassblowers, sculptors, weavers and fashion designers and digital and multimedia artists
who use ICT to create visual works. The visual arts sector also includes art galleries and other
showcase events where the works of artists are on display for the public.
• Music – the music sectors includes all musicians. Australia has had a number of musicians who have
had international success such as Gotye, Kylie Minogue, Keith Urban, AC/DC and INXS.
• Screen production including feature films, television and
documentary. Australia has a rich, vibrant and unique screen
production sector with a number of actors achieving international
success such as Naomi Watts, Cate Blanchett, Hugh Jackman,
Russell Crowe, Chris Hemsworth and most recently Margot
Robbie. As well as actors, the screen production sector also
includes directors.
• Screen services and facilities relates to all aspects of screen
production including producers, digital production and special
effects. It also includes set locations such as beaches, rainforests,
cityscapes and the outback. Australia’s diverse landscape and
professional production and film crews have made it a popular
destination for filming. Even though it can be more expensive for
a film to be created in Australia compared to other countries
many filmmakers are choosing to film their movies and television
shows in Australia because of the level of professionalism of those
employed in the sector. International films that have been shot in
Australia include The Great Gatsby, Thor: Ragnarok and Alien:
Covenant.
These sectors relate to one another, they are not stand-alone as many creative productions require a
combined effort of the sectors. For example, to create a movie you would be accessing the sectors of
screen production for actors and directors, screen services and facilities for film locations, specialist staff,
digital production and special effects as well as the music sector for soundtracks.
Copyright © IVET – 2020 Edition 6Certificate II in Creative Industries
CREATIVE INDUSTRY SECTORS AND HOW THEY RELATE
TO ONE ANOTHER – BRAINSTORMING ACTIVITY
What sectors would be involved in the following events? Identify them and provide a brief
explanation.
• Music video
• Fashion runway show
• Live music concert
As well as the internet and web based information you can also access other sources of information to
gain a better understanding of the creative arts industry. Conducting formal and informal research is an
excellent way to source information about the industry first hand. Formal research is controlled and
systematic. Formal research would involve using sources such as newspapers, media, the internet and
books to locate information. Formal research can also involve designing a research task that is structured
and organised, where the purpose of the research is clearly defined.
Accessing media such as television, advertisements and
newspapers can allow you to gain a snapshot of what
creative arts happenings are going on in your local area,
state/territory as well as Australia as a whole. You can
check out shows and events that may be going on as
well as music concerts, musicals and theatre productions.
You can also read, view or listen to creative works to gain
a better understand of the industry and the direction that
it is moving in, which can assist you not only to develop
your knowledge of the industry but also update the
knowledge that you have. The availability and
accessibility of media sources has also increased the
engagement of the public in the creative arts industry
and increased the diversity of its audience.
Informal research is uncontrollable and random, it is often subjective and the direction of the research is
unknown. Informal research may involve observation. Informal research can also be conducted through
speaking to people, having informal discussions and networking with people in the industry. It can involve
seeking information from relevant people about the nature of employment conditions and work
opportunities within the industry. For example, speaking to an actor about their work because you are
interested in becoming an actor.
Computer data, including the internet is also an excellent source of information. For example, data can
be sourced using the Australian Bureau of Statistics (ABS) website to locate information about the
creative industry, the occupations that people are working in and their involvement. Data like this can be
used by the government to plan future spending and the amount of monetary support provided to the
creative arts industry and Victoria’s creative and cultural hub.
The Australian Government’s Job Guide is an excellent source for investigating specific occupations
within the industry. It can be accessed through the internet or as a hardcopy reference book (obtained
from newsagents) to assist people interested in finding a job that is right for them in the creative industry.
It outlines what the job entails, the tasks you can be expected to complete and what personal
requirements and skills might be useful. The Job Guide can also give you information regarding the
qualifications needed to take on the role and where you could obtain these qualifications in your State
or Territory.
Copyright © IVET – 2020 Edition 7Certificate II in Creative Industries
Whichever way you decide to source and apply create arts industry knowledge it is important that you
collate and systematically organise all information collected. This way you can refer to it when needed
and update the information as required. You should also ensure that you update and store the
information in a format that is easily accessible.
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EMPLOYMENT CONDITIONS – ICT RESEARCH TASK
Like any industry, when choosing to work in the creative industry it is important that you seek
information from relevant people and sources to know everything you can about the industry. It is
important that you know what the role you are interested entails, the working conditions and salary
so that you can understand about how it fits with the type of lifestyle that you want to have.
TASK 1 – Research task
Using the same website that you used in Activity 1.0 investigate the nature of employment conditions
and work opportunities for the following jobs within the creative industry. Once you have done this by
completing the table below, answer the following questions.
To access the web page follow the steps below:
STEP 1:
Select “Occupations” at the top and “Search Occupations” from the drop down menu.
STEP 2: Complete the table by searching for the following business industry occupations.
Occupation Summary of the occupation Working conditions Salary
Entertainer or
variety artist
Photographer
Actor
Musician
Copyright © IVET – 2020 Edition 8Certificate II in Creative Industries
QUESTIONS:
1. Why do you think it is important to seek information about the nature of employment conditions
and work opportunities within the industry before choosing to become a part of it?
2. If you wanted to seek information from relevant people about the nature of employment
conditions and work opportunities within the industry, who should you talk to?
3. List three questions that you might ask them to find out about the nature of employment
conditions and work opportunities.
4. Besides talking to someone, how else could you access information about the employment
conditions and work opportunities of the industry?
5. Much of the information on salaries varies considerably, why do you think this is? Give an
example.
TASK 2 – Media analysis
Access the Digital Music News (www.digitalmusicnews.com) and using the search function on the
top toolbar look for the following article “This Band Just Finished A 28 Day Tour and Made How
Much?!” Then, read the article and complete the following questions.
1. How many shows did the band play and how many tickets were sold?
2. Outline some of the costs involved in putting together a music tour.
3. How much in total did the tour cost to produce and execute?
4. Outline the exact expenses and income.
5. How much money was made from the 28-day tour?
6. Based on the article you have just read, how would you describe the employment conditions
and work opportunities of a musician?
INDUSTRY BODIES AND ASSOCIATIONS
Industry associations and organisations are also credible sources of information. An industry body or
association distributes information to members about what is going on in the industry. They may promote
events, professional development and networking opportunities and provide up-to-date information on
changes in the industry, qualification updates and other important information likely to affect people’s
roles and occupations within the industry. For example, if a teacher has a question about VCE/VET
curriculum the industry association or organisation that should be contacted for advice or assistance is
VCAA (Victorian Curriculum Assessment Authority). Some of these industry associations and organisations
may be supported by the government through funding, be not-for-profit and/or be supported by the
contributions of members.
Some industries may also require or offer
membership of their association or
organisation. Membership to industry
associations may provide updates, special
offers for additional training and important and
interesting knowledge that could improve the
way in which you go about your daily work.
Some industries may also require you to
participate in their accreditation schemes. This
means that you may need to re-apply for
registration with the organisation yearly to
remain qualified and working in the industry.
For example, the Victorian Institute of Teaching
(VIT) requires all teachers within Victoria to re-
register yearly; an administrative fee must be
paid and evidence that 20 hours of
professional development has been
completed within the year must be provided.
Copyright © IVET – 2020 Edition 9Certificate II in Creative Industries
Industry associations are also an excellent source to ensure that you are up-to-date with any legislative
changes that could affect the industry and your work within the industry. Industry associations may be
able to offer excellent advice and practical examples regarding new legislation and how it applies to
you.
To learn more about the creative industry you should take the time to investigate roles of relevant
industry bodies and associations within the sectors. Using the internet Google each of the following
industry associations and summarise their role within the industry.
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• The Australian Publishers Association (APA) (www.publishers.asn.au)
• Screen Australia (www.screenaustralia.gov.au)
Look at the “What we do” section
• Screen producers Australia (www.spaa.org.au)
• Music Australia (www.musicaustralia.org.au)
Copyright © IVET – 2020 Edition 10Certificate II in Creative Industries
• Game Developers’ Association of Australia (www.gdaa.com.au)
• Australian Major Performing Arts Group (www.ampag.com.au)
LAWS AND PROTOCOLS
There are many laws and protocols that you
need to be aware of that impact on
occupations within the creative industry.
These affect individuals at both the social and
professional levels, including the creative
process. They affect organisations in the
public, commercial and not-for-profit sectors.
Legislation relates to the requirements and
responsibilities enforced by law in Australia. It
is important that you have an understanding
of the basic aspects of legislation related to
roles within the creative industry. Protocols on
the other hand are a set of rules which those
working in the industry agree to abide by,
however they are not mandated by law.
Just like any industry in Australia the creative
industry is required to uphold the laws of Work
Health and Safety, Equal Opportunity and
where required privacy and confidentiality.
However, there are also specific laws that
relate to the creative industry that you should
be familiar with, including:
Copyright (Performers’ rights)
As a performer it is important that you protect your creative works. Under the Copyright Act 1968 (Cth)
performers are protected from having their works copied or reproduced without their permission.
Performers’ rights are becoming increasingly important as in today’s society people can easily record
and upload performances to the internet for the world to see essentially claiming the works of others as
their own.
Copyright © IVET – 2020 Edition 11Certificate II in Creative Industries Performers of musical, dramatic (e.g. puppet shows or improvisations) or literary works, dance, circus and variety acts, and expressions of folklore can grant or refuse consent to reproduce, distribute and communicate their performance. The only exception to this is where a performance is being used as part of a news report, review or where it is used as part of judicial proceedings. Performance rights do not extend to audience members who participate in a performance and where the performance is part of educational instruction such as a student performing a dance as part of their VCE dance assessment. Copyright legislation also does not protect ideas, concepts, styles or techniques from being reproduced. For example, if you have an idea for a film plot and someone takes your idea it is not protected by copyright, however, if you had written a script for the film you would be protected. It is important to note that in order for performer rights to be protected a performer must have evidence that their works belong to them. A performer should regularly make a copy of their sound recordings, post their works on the internet for the public to see or put on a show or event where your performance can be heard. Copyright does not need to be applied for in Australia, protection is automatic. Working with children requirements The employment of children is often necessary in performance areas of the industry such as in films, television, theatre and musicals. In Victoria organisations who wish to employ children are required to abide by the Child Employment Act 2003 (Vic). This act stipulates the conditions by which those under 15 years of age may be employed such as obtaining a “Child Employment Permit” and obtaining written consent from the parent/guardian of the child. There is currently no age limit on the employment of children in the entrainment industry, however organisations are not allowed under the Education and Training Reform Act 2006 (Vic) to employ school-aged children during school hours without applying for an exemption. It is a legislative requirement under the Working with Children Act 2005 for any person working with children to have an up-to-date Working with Children Check (WCC). This is a mandatory check, which was brought in to protect children under 18 years of age from sexual or physical harm. When you get a Working with Children Check your record is checked for criminal offences. The check is valid for five years and a person’s details are constantly checked throughout this time to ensure that there have been no changes to their status (ie they have committed a criminal offence). Where children are part of creative works a parent/guardian must be in attendance at all times or where they are not a supervisor must hold a current WCC and must provide direct and active supervision, i.e. they should not be given any additional jobs or roles that might prevent them from performing their supervisory role. Copyright © IVET – 2020 Edition 12
Certificate II in Creative Industries
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IS IT COPYRIGHT?
In groups of 3 to 4 discuss each of the following scenarios. Determine if there has been a breach in
the performer’s rights (i.e. Copyright Act).
1. • Tim has an idea to write a book about funny teacher stories. A colleague takes his idea
and actually writes the book
• Sam is approached after a gig by a music director who asks him to replay his last song
2. for him. A few weeks later he hears a song on the radio that has the same tune as the
song he had previously played for the music director.
• A mime artist observes another mime artist doing the same moves in his performance
3.
that he does.
• A dance teacher has her class create choreography to a song as part of their final
4. assessment. She later uses some of the students' moves in her choreography.
5. • Harriet is a musician. She hears a commuter on the train humming a tune. She uses this
tune to create a new song.
• Gina is a puppeteer. She has just created three new puppet characters for her next
show. One is called Tom the sheep who speaks in a German accent and whose catch
phrase is "Come on let's roll like a roller-skate". A few weeks after her first show she
6.
attends the show of a fellow puppeteer. He has a new character called Don the lama
who also speaks in a German accent and whose catch phrase is "Come on let's roll like
a rollerblade".
• Todd is a guitarist. He has been asked to record a guitar solo as part of an artist's new
7. record. The artist's management release the final cut of the song to the public before
Todd had a chance to authorise use of his guitar solo.
EXTENSION TASK
Access the Billboard web page www.billboard.com. Then, using the search function search for “8
Songs Accused of Plagiarism That Hit No. 1 on the Billboard Hot 100” and click onto the
appropriately titled link.
Read the article and explore the music videos provided. Compare the recordings of songs that
attracted litigation for plagiarism (i.e. copyright). Consider how similar the songs are and if you can
hear the similarities.
Copyright © IVET – 2020 Edition 13Certificate II in Creative Industries
EMERGING TECHNOLOGIES
Emerging technologies have impacted the creative industry. With the introduction of new and exciting
digital technology the way creative elements and art is now being made and produced is evolving at a
rapid rate.
Some example of new and emerging technologies include:
Art
• Introduction of new materials that are tougher and more attractive
• Quicker production of works leaving more time for artists to be creative and develop new and
unique ideas.
• The rise of media art as a new genre which includes artworks created by media technologies
such as digital art, computer animation and graphics, interactive art, robotics and 3D printing.
Film
• Film technology is always pushing the boundaries to create new and exciting opportunities for
viewers.
• 3D viewing has become more accessible with many Smart TVs having the capability to show film
in 3D. Some technology is also now starting to emerge where 3D film can be viewed without the
need for special glasses. In Korea may films are now starting to be shown in 4D.
• Digital formats instead of film increase the quality, affordability and portability of cameras.
Allowing directors to shoot and capture unique vision. Some directors are even shooting films
using their smartphones and iPads.
• Special effects (FX) in films are evolving, creating more impressive visual illusions, scenes, creatures
and characters. With special effects the White House can be destroyed by an alien spacecraft
(Independence Day) or the entire city of New York destroyed by a giant wave (Deep Impact).
Music
• The use of software programs such as Garage Band to create music means there is no need for
expensive instruments or hiring musicians.
• DJs no longer require expensive and bulking equipment to play music and create a compilation,
mix or mash-up. All they need is a laptop and the right software.
• Much music equipment has been replaced by laptops and other electronic devices.
• We now listen to music on a range of electronic devices that are smaller, lighter and often have
other functions such as a phone or tablet.
• The way we access music has also changed. iTunes specifically has made music more accessible
and inexpensive. They have also made it easy to download and sync music with any electronic
device.
EMERGING TECHNOLOGIES – ICT RESEARCH
AND STUDENT PRESENTATION
Choose one of the following creative industry areas and research the new and emerging
technologies being used. Create a 5 to 7 slide presentation on these technologies to present to
your class.
• Television
• Publishing
• Music videos and production
• Digital apps
• Theatre production
Copyright © IVET – 2020 Edition 14Certificate II in Creative Industries UPDATE AND MAINTAIN CREATIVE ARTS INDUSTRY KNOWLEDGE KEY ISSUES AND TRENDS IN THE INDUSTRY When working in an industry it is important to be actively involved and identify and use opportunities to update your knowledge of the industry. This could include attending seminars, conferences, symposiums and other professional development opportunities. It is also important to have an understanding of the trends occurring in the industry as well as any key issues that the industry may be facing now and in the future. You should also make an effort to discuss and share information about key issues and trends with others. This may be done through networking with others working in the industry. Networking is where you connect and interact with others working in the industry and share information, ideas and develop professional contacts. Networking with others provides an opportunity to discuss what is happening in the industry including any changes, new ways of doing things and emerging technologies. Current trends in the creative industry The Victorian government has recognised the significant impact and value of the creative industries on Victoria and the importance of supporting people within these industry areas. The government has recently allocated more than $115 million in new funding to ‘Creative State’ designed to grow Victoria’s $23 billion creative and cultural economy by creating new jobs and employment opportunities. Under Creative State, the Victorian government will deliver new programs back to those with creative talent and support their bold and ambitious ideas enabling creators to devote the time and effort required to their craft and take their careers to the next level. This initiative not only benefits the creators but it also benefits Victoria by creating a social and cultural hub for all to explore. The creative industry is growing at a rapid rate with more than half a million Australians now working in the industry making it the fastest-growing industry in Australia. The Australian Bureau of Statistic (ABS) 2011 census data found that Australia’s creative employment has grown from 463,500 people in 2006 (5.1 per cent of the workforce) to 531,000 people in 2011 (5.3 per cent). In the last five years employment in the creative industry has grown by an additional 70,000 jobs, with NSW having the highest number of people employed in the creative industry. In recent times universities have started offering courses in the creative industry such as a Bachelor in Creative Industries, Bachelor of Creative Intelligence and Innovation and a Bachelor of Entrepreneurship and Innovation to develop the skills and knowledge of those involved in creative thinking, problem solving, design and development. The most highly populated occupations in the creative industry are those involving Internet and Digital services (59,000 workers in 2011), however the fastest rate of employment growth was 7.5%. It is also important to note that the areas of music, print and other publishing has decreased by 1.6% from 2006 to 2011. This decline can be attributed to the move into digital and online print. The world is in a digital revolution; everyday more and more tasks are being completed electronically and online, saving time, money, unnecessary paperwork and the environment. Because of this the growth of digital services is growing at a rapid rate and therefore so is the creative industry. Key issues There are a number of key issues that the creative industry currently faces. As mentioned in the previous section it is important to be aware of these key issues and view them as challenges to problem-solve and overcome. Copyright © IVET – 2020 Edition 15
Certificate II in Creative Industries
These issues may include:
Globalisation
Businesses are now able to easily and effectively access goods and services from overseas providers. This
has made for a very competitive marketplace with a growing proportion of creative works being
produced overseas because they are cheaper to produce. This in turn affects the Australian economy
and employment rates within the creative industry. The high Australian dollar is also leading consumers to
purchase their goods and services offshore.
Competition
The creative industry is growing and with this comes an increase in competition for consumer business.
Many start-up businesses have little-to-no cost making it easier for them to reduce their prices and attract
business.
A lack of business knowledge
These days it is so easy to start a business, with many people in the creative sectors choosing to do so.
Often they are passionate and know a lot about their craft, however struggle when it comes to the ‘ins
and outs’ of running a business. They often have issues with staff, planning and organisation and cash
flow, which can lead to financial problems, and issues with staff retention.
New and emerging technologies
While the development of new digital technologies has increased the number of employment
opportunities in the creative industry, it is also making a number of current jobs redundant. For example, if
you can create a song using a laptop to produce the sounds of each instrument, will musicians no longer
be required?
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CHAPTER 1 - REVIEW QUESTIONS (SET 1)
1. List five employment areas of the creative industry.
2. Outline the six sectors of the creative industry.
3. Who is Austrade? What is their role?
4. Give an example of how the sectors could relate to one another.
5. List five sources that you could access to gain a better understanding of
the creative arts industry.
6. Why would it be beneficial to seek information from relevant people about
the nature of employment conditions and work opportunities within the
industry?
7. Why would it be important to connect with the relevant industry bodies
and associations for your occupation/industry?
8. List three relevant industry bodies and associations.
9. Outline the legislation of ‘performer’s rights’.
10. Describe the conditions of employment for children in the arts.
11. Outline the current trends in the creative industry.
12. Outline two of the key issues that the industry is facing.
Complete IVET assessment CUAIND201
Copyright © IVET – 2020 Edition 16Certificate II in Creative Industries
CHAPTER 2
Develop and extend critical
and creative thinking skills
The ability to think creatively is a key attribute to
working in creative industries. Creative thinking is
the ability to look at a situation or problem from a
fresh and different perspective. It is the ability to
think outside the box and create unorthodox
solutions that are different, unique and exciting.
Creative thinking is about musing, testing,
experimenting and challenging ideas, concepts
and thoughts.
Creative thinking can take place anywhere, at
anytime – at home, at work, lying in bed at night,
in the shower, or on the bus. It can be applied to
any type of issue or situation. When used
effectively it helps to improve or create
innovative services, products or processes.
Sometimes creative thinking pays off in a
seemingly unconnected way or in a different
context later on.
Creative thinking can be learnt and used through thoughtful application of skills related to observation,
analysis, reflection, problem solving, evaluation and critical appraisal. In the next section of this chapter
we will look at how to develop a questioning mindset and generate creative ideas. The use of creative
thinking skills in any occupation or industry area can open up new opportunities for individuals, businesses
and communities. It creates innovation and new ways to engage people.
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CREATIVE ENTREPRENEURS – ICT RESEARCH
Each of the following products were presented on the television series Shark Tank by
entrepreneurs. Each of them has been successful. Using the internet research each product and
complete the following questions.
HEGS
1. What is it? What is it used for?
2. What already existing product is it based on and how does it differ?
3. Are there similar products on the market? Provide a brief overview.
Bottlepops
1. What is it? What is it used for?
2. What already existing product is it based on and how does it differ?
3. Are there similar products on the market? Provide a brief overview.
Copyright © IVET – 2020 Edition 17Certificate II in Creative Industries
‘lil fairy door
1. What is it? What is it used for?
2. What already existing product is it based on and how does it differ?
3. Are there similar products on the market? Provide a brief overview.
Scrubba wash bag
1. What is it? What is it used for?
2. What already existing product is it based on and how does it differ?
3. Are there similar products on the market? Provide a brief overview.
4. If you were to invent a unique product it is important to ‘patent’ it. What does this mean?
EXTENSION TASK
Download and watch an episode of Shark Tank Australia from YouTube or iTunes. Watch the
episode and then answer the following questions. Complete additional research on the internet if
required.
1. What type of questions did the Sharks ask the entrepreneurs about their businesses?
2. Why do you think the entrepreneurs were looking for investment from the Sharks?
3. What is equity? Describe how it works.
4. In the episode you watched what sort of equity was discussed?
5. What is a valuation? How should a valuation of a business be calculated?
6. When a Shark chooses to invest in a business what factors do you think they consider?
DEVELOP A QUESTIONING MINDSET
To be a creative thinker you need to be prepared
to question everything. Develop the habit of
asking questions from different perspectives. Take
responsibility for exploring a variety of information
sources to gain answers to questions and identify
central questions, issues and challenges.
Questions that you may use to do this include:
• are there any boundaries I need to
consider?
• are there new ideas we can bring to this
situation?
• how could I solve this problem?
• is there a different way of doing this?
• what am I or others trying to do?
• what do I need to do to make this better?
• what extra information do I need?
• what is missing?
• what is required?
• who do I need to talk to about this?
• why is this so?
As well as developing a questioning mindset it is also beneficial to look at situations and issues from a
range of different perspectives. A perspective is a person’s point of view and their attitude towards
certain things. For example, many people feel that respect should be earned and not just expected
because a person is in a more senior role. How they were raised and the people that they associate with
as well as your own experiences, successes and mistakes can influence a person’s perspective on certain
issues.
Copyright © IVET – 2020 Edition 18Certificate II in Creative Industries
While people may have common perspectives on certain issues a perspective is something that is
unique, it is what makes us all different and create innovation. It is important to take the time to really
listen to the different perspectives, viewpoints and opinions of others as this is important in being a
creative thinker. Gaining insight into the perspectives of others will allow you to question your own
viewpoint and may help you look at it differently or confirm your own thoughts. The perceptions of others
may allow you to come up with new ideas, ways of approaching things, strategies or ways to solve a
problem more effectively. You might get to listen to the perspectives of:
• clients or customers
• family members
• friends
• funding bodies
• general public
• history
• organising committees
• regulatory authorities
• self
• specialists or experts
• supervisors or managers
• work colleagues
When listening to the perspective of others it is important to be an active and engaged listener. Active
listening is about being involved in the listening process. To be an active listener you should:
• Pay attention – look directly at the speaker; concentrate on what they are saying; don’t silently
prepare for what you will say next; avoid being distracted by side conversations or environmental
factors.
• Show that you are listening – smile and nod occasionally; ensure positive body language and
posture.
• Provide feedback and respond appropriately – ask questions to clarify information and to gain
additional information; be honest in your answers/feedback.
üT2.1
CREATIVE THINKING QUESTIONS
Consider the following scenarios, using the creative thinking questions on the previous page identify
the questions you could ask to demonstrate a questioning mindset.
Scenario 1
The organisation that you work for has just released a new running shoe. On careful inspection you
notice that the tongue of the shoe is quite short and after trying the shoe on you find that it slips inside
the shoe when moving and becomes quite uncomfortable.
Copyright © IVET – 2020 Edition 19Certificate II in Creative Industries Scenario 2 You are the manager of a local leisure centre. An employee comes to you to complain about a fellow swim teacher. He says that she is always late for her classes and doesn’t have time to collect the equipment she needs. During classes when he is not looking she comes into his lane and takes his equipment. When he asks her about the missing equipment she tells him that she didn’t take it and that he must have forgotten to collect it before his class started. Scenario 3 You have an idea to start a café in your local area that allows dogs to dine with their owners. You want to provide seats for dogs to sit on and drinks and food for both owners and their dogs. Scenario 4 You own a small business; lately you have been losing customers to a larger business that has opened up three blocks away. You want to organise a re-launch and promotions drive to obtain more customers. You know that your products and service is better than the newly opened competitor but you need to find a way to portray this to your client base. To develop a questioning mindset you also need to challenge preconceptions and assumptions to determine actual constraints in defining a problem for resolution. A preconception is an idea or opinion that a person already formed beforehand. For example, a person saying that they don’t like camping, however, they have never been. People’s preconceptions influence how they act and feel about certain things. They can be challenging to overcome however it is important to work with people to help them to view situations for themselves and put aside their preconceptions and assumptions. To do this you may need to come up with creative solutions and support them to be open minded. Copyright © IVET – 2020 Edition 20
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