Lee believes in the powerful duet that design and nuanced messaging can play in societal and consumer behaviour. During his 22-year career in design, he has received multiple design awards for projects in corporate and consumer branding. Lecturing in graphic design, and a playful obsession with words led him to specialise in writing for brands. Through creative strategy, a dash of behavioural science, and the occasional joke he strives to help brands be the best beings they can be. He is designer of Paulina’s fourth book, Unscrewing Humanity: Ushering in the Creativity Age.
» Master of Science in Creativity and Change Leadership
» Author of 3 published books and counting
» Trainer and facilitator of creative problem solving for innovation
» Behavioural scientist and design thinking consultant
» Innovation strategist
» Keynote speaker
» Clients: Absolut Vodka, Seven West Media, Telstra muru-D and a range of NGOs across Europe
My speciality is unleashing the creative powers within us all and harnessing it for innovation. I have a Master of Science in Creativity and Change from Buffalo State University, which I use to help transform organisations of every size to be more dynamic and innovative. I am the catalyst that can ignite creativity in your organisation to create innovation that improves the experience for your customers, consumers and employees. Whether you’re a creative agency, a corporate or an individual, you will benefit exponentially from enhancing your creativity. It is vital to fully realising the potential within us all.
My incomplete undergraduate degree was at Parsons School of Design, The New School, New York City, because, sadly, while I love design, I suck at it. So, at the end of my third year, I dropped out and became a backpacker making money on the side doing things like teaching English in Japan. I wasn’t very good at that either, so it wasn’t that big of a risk to throw it all in and follow a boyfriend to his home town in Perth, Western Australia. Well, we didn’t last too long in Perth, but ended up managing turn a fling into a marriage and moved to Sydney adding a beloved rescue kitty, Thomas, somewhere along the way.
Before establishing my own business, I spent 15 years doing innovation for global beverage companies like Diageo and Pernod Ricard. It’s the closest you can get to being paid to not to grow up, especially when you are working in a creative department, like innovation. I have had a hand in launching over 35 products, globally, with my favourite being Jacob’s Creek Double Barrel. It’s a wine aged in whisky barrels – a world first that has since been copied by some of the largest wine producers in the world.
We broke the $10 price barrier and it is still priced over $20 five years’ on. But my proudest achievement in corporate was creating the Th!nk Creative Leadership Lab. The success of that program emboldened me to drop out of the corporate world and start working for myself. In 2017, I launched my own business teaching people how to think more creatively, critically and more generatively. I give people their lives back by taking the mystery out of creativity and innovation. And I restore the mystery by bringing awe and wonder back into the workplace using it to solve business problems of products, services and, most importantly, of culture.
I do strategy, innovation, creative problem solving training, facilitation and I write books – and not the boring stuffy kind – ones that you like to read and look at. Before I take any job, I spend the time making sure I am solving the right problem by asking you creative questions about your brief.
I build long-term relationships with the people I work with (I don’t call them clients, they become true friends) and together we have created results I am extremely proud of. Not just of the work, but how we did it and how we opened space up for great, meaningful work. I don’t save lives, but I have rescued a lot of people from shit situations and helped them do work they can be proud of, too. And you really can’t ask for much more than that.
LOVED THE SESSION – GOT GREAT STUFF OUT OF IT WE CAN USE IMMEDIATELY. VERY GRATEFUL.
LAROCCA IS AN EXPERT WHEN IT COMES TO HELPING PEOPLE UNLOCK THEIR CREATIVE POTENTIAL AND GENERATE INNOVATION.
PAULINA, YOUR BRILLIANCE HURTS MY HEAD IN ALL THE RIGHT PLACES. YOU REALLY HELPED CRYSTALISE OUR STRATEGY AND OPEN THE DOORS TO BOUNTIFUL CREATIVE TERRITORIES.
FEEDBACK ON YESTERDAY’S SESSION BASICALLY WENT LIKE THIS … I LOVE HER. SHE’S THE BEST. WILL SHE BE MY FRIEND? ETC.
YOU ARE AN INSPIRATIONAL WOMAN AND HAVE BECOME A GREAT FRIEND. CATS ASIDE 🙂
EXCELLENT STUFF. JUST WHAT WE ALL NEEDED AFTER THIS WEEK FROM HELL. YOU’RE AMAZING!
BLOODY GREAT QUESTIONS. I WILL GET BACK TO YOU – THIS MIGHT HAVE JUST SAVED MY ASS!
WE GOT TO A SPACE WE NORMALLY WOULDN’T HAVE GOTTEN TO.
A MUST-READ FOR ANYONE WHO IS SEEKING TO CONNECT MORE DEEPLY WITH THEIR CREATIVITY AND LOOKING FOR WAYS TO NURTURE OUR MOST IMPORTANT GIFT.
I RECOMMEND ‘CONNECTING’ FOR ANYONE WHO WANTS TO TAKE THEIR CREATIVITY TO THE NEXT LEVEL.
‘CONNECTING’ TOUCHES ON HARD TRUTHS ABOUT THE CENTRAL ROLE THAT EMOTIONS PLAY IN THE CREATIVE PROCESS.
IT MAKES CLEAR, EMOTION IS A NATURAL, INSTINCTIVE STATE THAT CANNOT BE SEPARATED FROM OUR CREATIVE THINKING.
LAROCCA LEADS ONE TO SEE HOW OUR PRESENT-DAY CONVENTIONAL WAY OF THINKING LIMITS THE WAY WE EXPERIENCE OUR EMOTIONS, AND THUS LIMIT OUR CREATIVITY.
‘CONNECTING’ WILL HAVE YOU RE-EXAMINING YOUR RELATIONSHIP WITH CREATIVITY AND WILL ALTER YOUR PERCEPTION OF THE ROLE OF EMOTIONS IN THE CREATIVE PROBLEM-SOLVING PROCESS.
LOVE. LOVE. LOVE! ‘CREATIVITY+’ IS A FUN, PRACTICAL AND INSPIRING TOOLKIT THAT IS SURE TO OPEN YOUR HEART TO YOUR INNER CREATOR.
THIS BOOK IS A GREAT HANDS-ON TOOL FOR ANYONE AND EVERYONE LOOKING TO BOOST THEIR CREATIVITY AND INNOVATE.
‘CREATIVITY+’ IS THE PERFECT LAUNCH POINT FOR ANYONE LOOKING TO BETTER UNDERSTAND HOW CREATIVITY CAN BE USED NO MATTER WHERE YOU WORK.
I RECEIVED MY COPY OF THE HOLEY BIBLE EARLIER THIS WEEK AND OH MY GOD I LOVE IT. IT’S SUCH A GREAT CONCEPT, AND YOU’VE NAILED EVERY SINGLE PAGE!!! EASILY MY NEW FAVOURITE BOOK, CAN’T WAIT TO FINISH READING IT.
THIS IS A WORK THAT HAS THE POWER TO UNPLUG THE SELF FROM THE CYCLES OF EXPERIENCE, PROFOUNDLY INSPIRE CRITICAL REFLEXIVENESS AND RAISE OUR CONSCIOUSNESS.
OMG! LOVING YOUR INSIGHTS SERIES. THANK YOU FOR SHARING.
‘CREATIVITY+’ TAKES THE “BULLSHIT” OUT OF DESIGN THINKING AND EMPOWERS PEOPLE TO START DESIGN-DOING INSTEAD OF JUST THINKING.
LOVE HOW THE HOLEY BIBLE TURNED OUT. AGAIN THANKS FOR YOUR FLEXIBILITY, PERSISTENCE IN MAKING IT WORK AND YOUR ABILITY TO DO SO SUCCESSFULLY.
YOUR ARTICLE ON BRAINSTORMING REMOTELY IS BRILLIANT. AS AN ENGINEER BY EDUCATION, THE STEP OF DETERMINING THE ISSUE THAT NEEDS A CREATIVE SOLUTION RESONATED WITH ME.
I’M GLAD TO HEAR YOU FOUND MY IDEAS USEFUL IN YOUR OWN THINKING.
GLAD TO KNOW THAT OUR RESEARCH HAS BEEN USEFUL FOR THIS MOST INTERESTING CREATIVE WORK! (THE HOLEY BIBLE)
WOWSERS, WHAT A TREMENDOUSLY CREATIVE AND INSPIRATIONAL BOOK! YOU NAILED THE CREATIVE PROCESS. (THE HOLEY BIBLE)