Creative Class Golinski Mosebach

The Rise of the Creative Class and how it`s transforming work,

leisure, community &everyday life

BASICS OF SUSTAINABLE DEVELOPMENTUrban Geography, Sociology and Governance

everyday life

Richard Florida (2002)

Sophie Golinski & Hendrik Mosebach | M. Sc. Geographie 08.12.2010

ISSUES

Introduction

The Author: Richard Florida

Contents

Introduction | The Author | Contents | Conclusion

PART ONE: The Creative AgePART TWO: WorkPART THREE: Life and LeisurePART FOUR: Community

Conclusion

Urban Geography, Sociology and Governance | Sophie Golinski & Hendrik Mosebach

THE AUTHOR




RICHARD FLORIDA

US American economist and

Director and Professor of Business and Creativity

at the Martin Prosperity


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at the Martin Prosperity Institute, Rotman School of Management, University of Toronto

RICHARD FLORIDA


*26. November 1957 in Newark, New Jersey

1979 Bachelor of Arts in Political Science

1984 Master of Philosophy in Urban Planning


1986 Doctor of Philosophy in Urban Planning

1987-1994 Assistant Professor of Management and Public Policy at different Universities

RICHARD FLORIDA


1993-2004 Director and Professor of Regional Economic Development at the Center of Economic Development , Carnegie Mellon University, Pittsburgh

2004-2007 Professor of Public Policy, George Mason University, Washington, D.C.


D.C.

Since 2007 Director and Professor of Business and Creativity, Martin Prosperity Institute, University of Toronto

RICHARD FLORIDA AND HIS MOST FAMOUS BOOKS


The Rise of the Creative Class. And How It's Transforming Work, Leisure and Everyday Life, Basic Books, 2002.

The Flight of the Creative Class. The New Global Competition for Talent, HarperCollins, 2005.


HarperCollins, 2005.

Cities and the Creative Class, Routledge, 2005.

Whos Your City?, Basic Books, 2008.

The Great Reset: How New Ways of Living and Working Drive Post-Crash Prosperity, Harper Collins, 2010.

CONTENTS


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PART ONE: THE CREATIVE AGE


consists of three chapters:

The Creative Ethos have a closer look at creativity itself

The Creative Economy the rise of the knowledge economy


The Creative Class the new social group of knowledge workers



The Creative Ethos

the process of destroying one`s gestalt in favor of a better one (p. 31)

four steps of creativity

preparation incubation illumination verification / revision


preparation incubation illumination verification / revision (p. 33)

Driving force: internal motivation

Best environment: domain activity, intellectual receptiveness, ethnic diversity, political openness



The Creative Economy

Florida`s social structure of creativity (p. 48)

- new systems of technological creativity and entrepreneurship- new and more effective models for producing goods and services


- new and more effective models for producing goods and services- a broad social, cultural and geographic milieu conductive to creativity

creativity in the history and the creative transformation



The Creative Class

the new class structure


Super creative corescientists, engineers, university professors, poets, novelists, artists, designers, actors, entertainers, nonfiction writers, editors, cultural figures, analysts, opinion makers



The Creative Class

the new class structure


Super creative corescientists, engineers, university professors, poets, novelists, artists, designers, actors, entertainers, nonfiction writers, editors, cultural figures, analysts, opinion makers

creative professionalspeople in thefinancial serviceshealth carehigh-tech sectorsbusiness management



The Creative Class

creative class: 38.3 million workers

(over 30% of the U.S. workforce) super creative core: 15 Million workers


traditional Working class: 33 Million w. Service class: 55.2 Million workers agriculture: not important nowadays

Values:

individuality - meritocracy - diversity & openness p. 73

PART TWO: WORK


consists of five chapters:

The Machine Shop and the Hair Salon what people want out of their work

The horizontal Labor Market people don`t stay tied to companies anymore

The No-Collar Workplace the open, flexible and interactive workplace


Managing Creativity - creativity can not be managed from above

The Time Warp - creative people tend to work long hours

PART TWO: WORK


The Machine Shop and the Hair Salon

people prefer working in a Hair Salon

Erik RAYMOND


Erik RAYMONDYou cannot motivate the best people with

money []. The best people in any field are motivated by their passion. (p. 88)

p. 91

PART TWO: WORK


The Horizontal Labor Market

trends:

1. people are not required to be loyal to large corporations

2. people identify more with their profession than with a company


3. people bear more responsibility for their career

more independent system growing corporate oppression

free paradise suffering from stress

optimists pessimists

PART TWO: WORK


The No-Collar Workplace

characteristics:

open-office layouts

new office layouts

flexible schedule


flexible schedule

new work rules

management methods the new dress code

PART TWO: WORK


Managing creativity

The smartest company knows this. Instead of ensnaring employees with more signing bonuses and huge salaries, they are trying to hook them emotionally. I


signing bonuses and huge salaries, they are trying to hook them emotionally. I call this soft control. (p. 134)

what creative people want:

flexibility & openness AND job stability, expectations, talented peers

PART TWO: WORK


The Time Warp

Creative Economy is characterized by the importance of speed


Creative's are rushed and hurried by their daily activities

high levels of stress

having a flexible schedule

change in starting and quitting times

PART THREE: LIFE AND LEISURE


consists of two chapters:

The Experimental Life how the creative class is spending its life

The Big Morph evolutionary process of the society




The Creative Class is

not like the h t t p:

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not like the

DotComGuy!!!

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The Creative Class wants to have

a very exciting, active free time with

diverse consumable high quality experience


exhausting sport activities

a small cabin in the woods furnished by IKEA (p. 170)

the creative lifestyle is driven by much thinking and the will of doing

something active to switch off the brain (p. 169)



- Creative people are used to hold their body in shape


p. 178 p. 179



The hegemony of the street

In the past: a big symphony orchestra, an opera company and a ballad

Today: organic and indigenous street level culture


Today: organic and indigenous street level culture

hybrid places multitude, small locations with mixed community

Working, leisure and nightlife in a near, manageable style



The pitfall of the experimental world

Consume experience as a brand Generica

Overstocked markets


If we crave experiences, we will be sold experiences []. While we scorn the

couch potatoes hooked on TV, the desire for constant stimulation and

experiences can itself come close to looking like addiction



The big morph

Evolutionary process from the normal society to the creative one

Two big ethics of the past:


Two big ethics of the past:

1.Protestant Work Ethic and 2.Bohemian Ethic

Ethics are melting together

PART FOUR: COMMUNITY


consists of six chapters:

The Power of Place

The Geography of Creativity

Technology, Talent and Tolerance


From the Social Capital to Creative Capital

Building the Creative Community

The Creative Class Grows Up



The Power of Place

The C.C. is moving away from traditional work class centers to Creative

Centers


Centers

The C.C. is moving to high quality amenities and experiences

Creative Regions are producing Creative Class

Important questions: Whats there? Whos there? Whats going on?



The Geography of Creativity

Working Class Centers are stagnating

Service Class Centers are growing fast and have dead end jobs


Service Class Centers are growing fast and have dead end jobs

Creative Centers are the future of economic development



Technology, Talent, and Tolerance The 3 Ts of Economic Development


a region must have all of the 3 Ts to become economically successful

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Technology, Talent, and Tolerance The 3 Ts of Economic Development



- a place with more industry, more community cohesiveness an more educated people is likely to grow faster than a place with less.

Source: http://www.creativeclass.com/rfcgdb/articles/The_Creative_Class_or_Human_Capital.pdf

CONCLUSION



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Creative Class Golinski Mosebach