In a recent interview on CNN’s Richard Quest Means Business, Bruce Dickinson discussed his career in aviation, music and corporate speaking. Talking about his time on the business speaking circuit, Bruce gave insight into his thoughts on one of the big questions he is frequently asked; “how do you be creative in business?”
Drawing comparisons between his time in the music industry and business, Bruce explained how he adopts the same creative approach to song writing when solving business problems or coming up with the next big idea.
“I’ve been creative, song writing, all my life. So I just think naturally about creative things. To me, creating a business idea is very much like creating a song. It starts off from one little idea, then you just daydream what happens next. Eventually you have to put it into a process, and eventually you have to make it fit and make it real.”
Bruce went on to explain how this approach helped him make the move from pilot to Chairman of Cardiff Aviation, an aircraft maintenance company that fixes
Boeing and Airbus airliners for customers such as easyJet.
“People said, ‘You’re a pilot – why are you starting a maintenance company?’ I said, ‘It’s really simple.
“‘If you want to sell lawnmowers, what should you do?’ They went, ‘I don’t know, open a lawnmower shop?’ I said, ‘No. You buy a patch of grass and wait.’
“Somebody will come along and say, ‘You need to cut the grass.’ And you say, ‘I can sell you a lawnmower.’”
This same “weird lateral thinking” and logic he applied to Cardiff Aviation to explain what led him down the path of setting up an aircraft maintenance company.
“Why have you got a maintenance company? Because eventually people will bring you aeroplanes that they don’t know what do with with. At which point you can say, ‘We can make money for your aeroplane.’
“You get a cheap aeroplane. You do everybody a favour. It’s a good deal for everybody – but you don’t have to commit a massive expense to that aeroplane.”
He offers an alternative viewpoint: “Why do airlines go bust? Answer, because they own aeroplanes.”
Bruce is clearly someone who knows that whether writing great songs or building strong businesses, it pays to think creatively.
To hear Bruce speak about business creativity, entrepreneurship and life as lead singer of Iron Maiden, why not book him for your next corporate event. To book Bruce please contact Dave Daniel at CSA. Call +44 (0) 1628 601411 Email: dave@speakers.co.uk
