Actualizado: mar 8
In the photo: Angeles Moreno and Krzysztof Celuch.
We have a clear vision: #TheTimeIsNow has become a catalyst for change for leaders who want to grow, transform customers into fans, employees into associates, and ideas into successful business cases. Angeles Moreno, founder of The Creative Dots, expert in the field of customer experience, behavior design and event design, answers the questions of Krzysztof Celuch in the series "She means business ...".
Krzysztof Celuch : SheMeansBusiness - means ...?
Angeles Moreno : #TheTimeIsNow. Demanding change is more important than ever, and change will not happen if we do not demand equality in society, politics, enterprises and economic sectors. We are the heroes of the historic moment that will determine the course of the economy for the coming decades, and we must not forget that without egalitarian solutions, we will not find creative solutions that will allow us to achieve a better world. She means business means the future, it means equal opportunities for all, and means selection based on talent and not on gender.
KC : The event industry in your eyes in the next 24 months?
AM : First of all, I am very proud of all the professionals in the meetings and events industry in the world for their great resilience. In the next 24 months, I see that a 2-speed recovery will be created. Professionals who know how to design successful events and meetings, regardless of the format, will be the ones who will succeed faster. Those who manage to elevate the conversation to a strategic level within organizations about the impact and ROI of the event communication tool will have a place at the table. The event is a fundamental communication piece for organizations, now more than ever in times of disruptive change.
On the other hand, the industry closely related to tourism will be more impacted until the vaccine takes a positive effect, then gradually we will return to a certain normality. And I say certain normality and not total, because we must not forget that companies have transformed their behavior in this time of social distancing, and they have learned new ways to communicate. And also, environmental awareness will make humans think twice before traveling massively again and that is a change in the industry structure. Hybrid and online events are here to stay, and the eventprofs must work to improve and humanize them in order to be considered a consolidated industry.
For years at The Creative Dots, together with our business partners at the Event Design Collective, we have been promoting a movement to design human-centered events and measure the impact and ROI of the event. Thinking about the "for whom" and the "why" before the "how" has always been our philosophy and #TheTimeIsNow to grow in that direction.
KC : Your business goals and dreams for 2021 ...?
AM : Our mission at The Creative Dots is to equip leaders and organizations, inside-out, to thrive and become change makers.And our business objectives are to continue working intensely in that direction and not only within the events industry but in the multisector.
We have just finished with great success an organizational transformation project, requested by the board of directors, for the largest multinational in the real estate sector, a second project for a leading local government in Spain and a third project for one of the largest hotel chains in the world in its B2B digital & stakeholder engagement strategy.
In the last 12 months we have worked hand in hand with the best companies on their transformation journey. The lessons learned and also the extensive experience in strategy and the design of behavior change have equipped us to have a currently very unique value proposition to provide companies with the ability to face change with a mindset and with tools that will lead them to success.
At The Creative Dots we have a clear vision: #TheTimeIsNow to become the catalysts of change, for industry leaders that want to thrive, convert customers into fans, employees into associates and ideas into successful business cases
KC : Your biggest personal challenge in the coming months is ...
AM : 3 big personal / professional challenges on my plate right now: I am working intensively on a new partnership that will add extraordinary value to my existing company, additionally I am very much involved in 3 nonprofit projects to elevate female voice (She Means Community, Female Leadership in Event Strategy and Women in Digital Switzerland) and last but not least I am finalizing the launch of the certificate program “LoT | Leaders of Transformation” that will be open before summer 2021.
And on a personal level I continue to enjoy my family, see my children grow up happy and adapt to our new life in the countryside since we have just moved from home and we no longer live in the city. I have overcome a very difficult year 2020 and I only hope to enjoy this new normal with enthusiasm.
Angeles Moreno, founder of The Creative Dots, expert in the field of customer experience, behavior design and event design
She has over 20 years of professional experience, 18 years as an entrepreneur, and 16 years of her own event company. She is a regular speaker at events on women's empowerment, organizational change and experience design. In recent years, most of her time has been devoted to her passion: strategic consulting.
Her constant search for opportunities for further development and learning made her specialize in customer experience and human centered & behavior design and opened a specialist consulting company the Creative dots (TCD), which has offices in Madrid and Berlin. TCD, specializing in designing people-centric solutions, learning and transformative experiences, has developed its own method: the CX Design Playbook.
Design regularly collaborates with industry organizations around the world. She was a senior advisor for Europe at Meeting Professionals International (MPI). Recently, she became a strategic advisor to the organization Women in Digital Switzerland. The author of The Time Is Now. He is the Spanish director of Event Design Collective, implementing the Event Canvas ™ methodology through training and consulting services.
Dr. Krzysztof Celuch - assistant professor at the Nicolaus Copernicus University in Toruń and the rector's plenipotentiary for cooperation with the business environment at the Vistula School of Tourism and Hotel Management in Warsaw, president of Celuch Consulting. Professor at universities in Austria, France, USA and China, trainer and coach (CMM, CITE, CIS, HMCC, CED).
Chairman of the MP Power Awards ® jury and member of the MPI RISE Award jury (USA). He specializes in the meetings industry, leadership, event marketing and event management. Krzysztof helps organizations, institutions and enterprises in the areas of management, communication and business design, in particular with regard to building a competitive advantage and the meetings industry.
The series Celuch asks ... She means business ... Krzysztof Celuch is in talks with representatives of the international meetings market, who have achieved success in their often very specialized sectors of the industry. What is their strategy and what are their business values? What are the biggest challenges? What is the industry in their eyes? What their specialization influences the market development. Celuch asks… She means business - first Tuesday of the month
Actualizado: 8 de oct de 2020
After months of many changes and uncertainty, it is time to continue. It is time to look back and take the step of embracing change.
In the Creative dots we love transformation and we think that there is no better time than this, hence our hashtag #thetimeisnow.
If you want to move forward, it is essential to go through a process of reflection like the one that we do in our Innovation and Transformation Consultancy . With our CX Design Playbook we work on your organization development: REthink, REinvent, REaction plans and align your intern talent in the process, from your TODAY to you destiny’s definition.
Let’s discover what has changed around you, what opportunities should you take advantage with your stakeholders and how can we do it in a systemic way! It is essential to be open to this transformation and that is why this process is just for leader organizations that embrace change as an opportunity.
We have had some months of uncertainty, and lots of changes in events sector. We want to help you to achieve transformation with our expertise in meetings and events sector.We design your events with you, face-to-face, virtual, hybrid... we will choose the format later. But first, it is essential to define why do we organize it and for whom, to be able to establish learnings that we want to emphasize to achieve actions in our events.
After it, it is essential to measure and analyze the impact of that event. Do you measure the ROI in your events?
In the Creative dots we consider that to achieve transformation it is essential to achieve learnings about people, knowledge, skills and attitude, and that of course, we use it in the design of learning experiences (face-to-face and online).
The design of this experiences is always based on teamwork, collective intelligence and team growth. A clear example is the Meet The Expert product as a co-creation and learning experience; a method designed by TCD.
Last but not least, we consider essential to implement Human Centered strategies in business management to be able to understand what happens every time that an employee, client or partner is in contact with our company. We design processes to analyze the most important moments of interaction and then, establish methods of systemic improvement of the experience. Join the systemic improvement!
We believe that is time to change, it is time to move forward, and these are the four points that define the Creative dots and that can help your company evolve. Do you join TCD revolution?
Tras meses de muchos cambios e incertidumbre, es momento de continuar. Es momento de mirar atrás, de ver todo el camino recorrido y dar el paso de abrazar el cambio. En theCreativedots somos amantes de la transformación y no hay mejor momento que éste, de ahí nuestro hashtag #thetimeisnow.
Si quieres avanzar, es imprescindible atravesar un proceso de alta intensidad y reflexión como el que realizamos en las sesiones de Consultoría en innovación y transformación. Con la ayuda de nuestro CX Design Playbook trabajamos tu camino de desarrollo como organización; REpensar, REinventar, REactivar planes de acción y alinear a tu talento interno en el proceso, desde tu HOY hasta la definición de tu destino.
¡Descubramos juntos qué cambia a tu alrededor, qué oportunidades debes aprovechar de manera efectiva con tus stakeholders y cómo lo hacemos de forma sistémica! Es imprescindible estar abiertos a esa transformación y por ello, este proceso está dirigido a organizaciones líderes que abrazan el cambio como una oportunidad.
Son tiempos de movimiento e incertidumbre, y el sector de los eventos no ha sido menos. Por ello, queremos acompañarte a conseguir la transformación gracias a nuestro expertise en el sector de reuniones y eventos. Diseñamos junto a ti tus eventos, presenciales, remotos, híbridos, el formato lo elegimos después. Primero es imprescindible definir por qué lo hacemos y para quién lo hacemos y poder así establecer los aprendizajes que queremos reforzar para conseguir acciones con nuestros eventos. Y por supuesto, es imprescindible medir y analizar la repercusión de ese evento una vez finalizado. ¿Mides el ROI en tus eventos?
En theCreativedots consideramos que, para transformar es imprescindible conseguir aprendizajes respecto a las personas, conocimiento, habilidades y actitud, y que por supuesto, aplicamos en el diseño de experiencias de aprendizaje (presenciales y online) en las que participamos.
La creación de estas experiencias se basa siempre en el trabajo en equipo, fomentando la inteligencia colectiva y el crecimiento de los equipos. Un claro ejemplo es el producto Meet The Expert como diseño de experiencia de co-creación y aprendizaje; un método diseñado por tCd en exclusiva. Como último pilar fundamental, consideramos imprescindible la implementación en la gestión empresarial de estrategias Human Centered para ser capaces de entender qué sucede cada vez que el empleado, cliente o colaborador está en contacto con nuestra empresa. Facilitamos procesos para analizar los momentos más importantes de interacción y poder así establecer sistemas de mejora sistémica de la experiencia. ¡Únete a la mejora sistémica!
Creemos que es momento de cambiar, es momento de avanzar, y estos son los cuatro pilares que nos definen y que pueden ayudar a que tu empresa evolucione. ¿Te unes a la revolución tCd?