Why claiming creativity is almost irrelevant

I create this blog but don’t consider myself to be particularly creative. Agencies, job hunters, and marketers of varying repute claim to be creative but I wonder if many really are.

Being creative and operating creatively demands a mindset that modern businesses are rarely equipped for. The pressures that the current economic climate brings mean that businesses don’t get a second chance these days. You get one chance to make a killer first impression, to win the pitch, to land the contract, and to deliver it on time and on budget.

So are you going to cultivate an environment that affords opportunity and one which motivates and empowers your people, partners and suppliers? One that challenges them to conceive truly original ideas and to work them through to completion?

Or are you going to water them down in committee and settle for the conservative way things have always done, rather than be brave… and creative?

Understand that you aren’t the adjudicator of your creativity, your stakeholders are. Do you have evidence from them to substantiate your lofty claims? And the work to prove it?

Image: www.professionalartistmag.com



5 responses to “Why claiming creativity is almost irrelevant

  1. Ah but Rene, are you really defining creativity or innovation? And can Innovation be quantified with corporate metrics?

    The concept of project teams looking to create more efficient , streamlined, logical and ultimately lean methodology is an aspiration all organisations should look for.

    Hang on is that not innovation!? 😉

    You know my respect

    • Hi Gregg,
      I don’t doubt your point about innovation – I know it’s an area of great passion for you. But appreciate where I’m coming from. I’ve worked in and around marketers on the agency and client side of the fence for over fifteen years. Pretty much every company I’ve come across claims to be either creative (or innovative). These are bywords for lazy marketing. I’m talking about the claims companies make, and the internal reality that is often not the case. Truly innovative people and companies are worth their weight in gold, because they are rare.

  2. Truly innovative companies don’t need to brag about it. Their reputation precedes them. Maybe it is better to let the market come to the conclusion, than make claims to it. Furthermore this concept is picked up by great sales people, that is: people are more prone to believe their own conclusions than the ones that are foisted upon them. Therefore let people discover how great you are instead of telling them how great you are.
    Sounds rather obvious, but there is so much noise out there….

    • Great comment Steve. I know companies that are clear world leaders in what they do, but refuse to refer to themselves as such as they correctly believe it is down to their customers to decide.

  3. Pingback: Taking the reins off your star performers | The Marketing Assassin

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