July 2008 Newsletter
Give your creativity a fresh coat of paint. Here’s what you need to know…
The necessity of creativity: take a mind-altering sustenance
The ability to create, to be original and expressive is one of the hallmarks of our species. Perception, spontaneity and a breaking of conventions have penned timeless literature, conceived daring architecture and filled our cinemas and minds with wonder.
With the exception of businesses that rely on creativity for income, creativity and business are often seen as two dissimilar fields. Creativity, however, is an essential asset to any business that wants to have an alluring product / service and distinctness from competition.
Companies with creative ethos cultivate a fresh experience for clients and are more likely to be earmarked as a desired place to work. (Business Week: March 2007) The breaking of conventional corporate culture as well as creative prowess has catapulted companies like Apple to the forefront of innovation and distinguished them from competitors. So the question surfaces: What can be done, if anything, to give your company a creative overhaul?
Can creativity be taught?
A key question is whether creative talent can be trained? Are our abilities innate, an unalterable product of nature, or can we learn to harness and nurture our skills?
According to neuroscientist, Nancy Andreasen, genes play a role in determining creativity. However, studies have revealed that steps can be taken to significantly develop the creative mind. Here are some ideas to take for a walk:
Persistence and memory
The Neuroscience of Creative Genius proposes that the most common trait shared by creatives is persistence. Finding a creative solution is seldom achieved with the first attempt. Doggedly trying to find the answer often uncovers a solution that was not envisioned at the beginning of the process.
Documenting and recalling previous attempts and remembering what worked and what did not means that you are in a better position to gather the right materials and are closer to forming a complete canvas. The habit of persistence is the habit of winning.
A mind-altering sustenance
Engage in mind-altering activities. We are not proposing that you roast your brain with illicit substances. Instead expose yourself to experiences that challenge your perception. Art galleries, non-formulaic fiction and film are sound ways of breaking the shackles of conventional perception. Your exposure to fresh concepts will add fuel to your creativity.
The science of siesta
If you are looking for an easier and less costly gateway into a creative realm we recommend sleep.Throughout history, artists, inventors, writers and scientists have solved problems in their dreams
It is not uncommon for people to dream of amazing ideas and solutions to seemingly insurmountable problems and only remember fragments upon waking. Keeping a book next to your bed and jotting down the remains of your dreams can have great benefits. Dr Otto Loewi, who scooped the Nobel Prize as a result of an idea that came to him in his sleep, said:
"Most so called 'intuitive' discoveries are such associations made in the subconscious."
This of course does not even take into account the obvious psychological and physical benefits of sufficient sleep.
Start what you cannot finish
Some stories are never written and some problems are never solved because we cannot envision a result or an ending. At school we were often forced to come up with an outline before undertaking an exercise. This can be hugely limiting and contribute towards a fear of the blank page. The regrettable result is that the outcome you cannot imagine at the beginning of the process mutates into an outcome of avoidance.
If you allow yourself to simply begin a process without necessarily knowing the exact solution, or outcome, you infuse greater flexibility into your approach and have the benefit of sifting through the finer details before formulating…
The End
To inject some creativity into your company you need a smart mouse and a quick click on Creativity Training
Ideas always jump into hands that are already full: an interview with acclaimed copywriter Ivan Ayliffe.
Would you say your creative capabilities are an innate quality or were they forged through practise?
I would have to say my creative capabilities are a combination of both qualities. While I am able to write convincing, suggestive copy - a skill I never really knew I had until I had to prove it - practice still makes perfect. Once you realise you have a lateral mind, it is important that you keep developing it.
If faced with a creative challenge do you think there are activities that can be undertaken to help boost creativity and come up with a solution?
In my opinion it is the best way to solve problems. I will research the challenge, take a stab at a few ideas, and then I will go see a movie or read a book. More often than not, I find my best ideas arrive when I am away from my desk. Just keep a pen handy so you can catch them when they arrive. There is nothing worse than waking up with an idea at three in the morning and not writing it down before you roll over again. If it still works in the morning, you have a solution.
What do you think are the greatest obstructions to a business model that values creativity?
Creativity for creativity’s sake. You can be creative no matter what you do. The challenge comes in defining the business problem, then working out a solution that solves it in a creative manner. You can be as creative as you like, but remember the client still wants to shift volume. Your work is at its best when it fulfils both your creative needs and the client’s business needs.
What advice would you give to individuals, or companies, to help them avoid creative approaches that result in a negative outcome?
Keep your market in mind. A smart ad man once said, “Prepare the bait to suit the fish, not the angler”. You can fly in the face of this, and sometimes it works, but more often than not it is a good idea to try to develop work that solves the brief first. Business is not a place for artists. You are there to sell first and show off later.
What suggestions would you make to somebody trying to harness their creativity?
Relax. Creativity, in my experience, hates being rushed. Also, read books written by people inside the industry. It helps you feel less frustrated when you know even your heroes struggled.
Is there anything else you would like to add?
Yes, visit www.zefrank.com. Remember that ideas can come from ANYWHERE. Keep your mind open.
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