Everybody’s Creative…

February 14th, 2012 |

Everybody’s Creative. Right? I think this notion

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started some time back when Lee Clow declared, “Creative isn’t a department.” Over time, virtually every agency large and small has flirted with the same idea. “Let’s break down the barriers and include everyone in the creative process,” they breathlessly proclaimed. Agency principals repeated this in their stump speeches and codified it in their principles. The collective creative imperative was all couched in the language of teamwork. “There is no I in team” Ri All we have to do is gather in a conference room and brainstorm. So long as we observe Osborn’s Rules of Brainstorming and catch every crazy idea on paper, we’ll witness a tsunami of creativity. The Creative Renaissance never came and so

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long as we cling to the notion of Groupthink, it may never come. Truth is, creativity is often a very solitary, idiosyncratic and slow process. Great Ideas announce themselves quietly and if they’re new and different, it’s not likely that they’ll be recognized by a group that’s unfamiliar with recognizing new and different. If

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process. Anybody who’s involved is going to want to be sure to leave their thumbprint on the work and so begins the dispimprovement; A process that has no master and knows no end. It seems as if this mentality has leached from the creative conference and into other corporate Kool-Aid. It doesn’t matter whether it works or not. The allure of creativity is so seductive; it’s

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not likely to go away anytime soon. A recent article in The New York Times explores this dynamic and pointedly reminds us that Apple would never have been born without the solitary efforts of Steve Wozniak. “Research strongly suggests that people are more creative when they enjoy privacy and freedom from interruption. And the most spectacularly creative people in many fields are often introverted, according to studies by the psychologists Mihaly Csikszentmihalyi and Gregory Feist. They’re extroverted enough to exchange and advance ideas, but see themselves as independent and individualistic. They’re not joiners by nature.”* So why then, do agency principals, in the face of evidence to the contrary, cling so desperately to the notion of Groupthink? It’s fair to suggest that the more mediocre their creative output, the more loudly they cialis and bph reviews cling to this dogma. Maybe they’re threatened by the power of ideas and the fact that ideation is the domain of the individual, not the group. Maybe the only way they can own the outcome is by taking control of the process. That reminds me of a joke I once heard: A creative ventolin canadian pharmacy team are en route to a client presentation. They’re in the elevator layouts and scripts in hand, when a genie suddenly appears and offers each of them one wish. The Art Director thinks for a second and says, “I’d like to be on an island in Tahiti, chasing the ghost of Paul Gauguin.” Poof. He disappears. The writer says, “I’d viagranorx-canadianpharma.com like to be sitting at an Ocean front porch in Key West, writing The Great American Novel.” Poof.

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He disappears. The genie turns to the Account Guy, who is now wide

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eyed with terror, and says, “What is your wish?” The account guy looks at him and says, “I want those two bastards back here right now.” Like so many agency principals are fond of saying, “This is the only business where the inventory goes down in the elevator every night”. Inventory indeed. But I guess that’s a topic for another blog…

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