Managers, and most teams will often try to rush creativity.
“Ok, let’s pick 3 ideas here and be done with”.
They fail, because it’s never that easy.
In today’s world, with so many people in the game, it takes time to be different.
Different: “not the same as another or each other; unlike in nature, form, or quality”.
The general law of creativity states that the longer the time spent, and the more ideas generated, the better the results.
Think of any artist’s album. They needed 9 bad songs to create that one best-selling single.
“The best way to have a good idea is to have a lot of ideas.” – Linus Pauling
What if the producer said: “record the best 3 songs and be done here?”.
They would have 3 bad songs, and no best-sellers.
To gain attention, one must be able to connect with people; that is, find the right messages, catchphrases, single words or stories that hit an inner sweet spot.
As I recently tweeted: “Forget B2C or B2B, it’s B2P (business to people)”.
Discovering such insights can happen at any moment.
Nike spent millions before an agency, hearing a prisoner’s last words”Let’s Do It” came up with “Just Do It”. It soon went from 18% to 43% market share.
Likewise, companies like Apple always change their logo.
The most important thing is that they’re always searching – for creativity is never a finished task.
Yet, too many teams don’t see this.
Too many are led by dominant decision-makers who “stick to the plan”, and say things like “this isn’t what we agreed”.
But, “what was agreed” is always inferior because the best ideas come afterwards.
Introverts, especially, will come up with their best ideas hours or days after a meeting.
So, in order for companies to succeed in the “ideas economy”, they need creative counsellors calling the shots.
They need people who value the principle of patiently seeking vs. being decided; because it only takes one insight, one song, and one slogan to make all the difference.
Great ideas, great brands and great companies emerge, they’re never decided.
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