We hear a lot about New Zealand as a country being just an average performer when it comes to building good ideas into scalable businesses that create jobs. We also hear a lot about the alternative view – Kiwis punching above their weight on the global stage.

That’s the paradox former Saatchi & Saatchi CEO (and Idealog columnist and boss) Mike Hutcheson explores in his soon-to-be-published Master of Philosophy thesis.

For masochists, there’s the 20,000-word print document, including methodology and footnotes. For the rest of us, Hutcheson has produced a half hour documentary and three video podcasts around New Zealand’s on-off relationship with turning innovation and creativity into commercial, scaled, export businesses.

The vodcasts are segments from the documentary exploring the Kiwi “attitude”, with insights and anecdotes from luminaries Kevin Roberts (global Saatchis/Lovemarks), George Hickton (Tourism NZ, Hobbiton), Phillip Mills (Les Mills) and Louise Webster (NZ Innovation Council).

Part one: “Creativity in business” covers five key aspects to innovation: problem-solving; getting to the future first; simplifying the task; trusting your staff; and being passionate.