Being ‘Creative‘ is the first of a five point tenet around communications that I developed 25 years ago.
Even then the world was cluttered – and my contention was – and is – that creativity is essential to ensure that a piece of communications stands out from the crowd and the clutter that surrounded – surrounds – us all.
My question for you – when you look at what you are giving your customer, your staff, your partner …. is it creative ? Does it stand out from the clutter – or is it just ‘blah’.
And – if it isn’t going to rise above the clutter – ask yourself – why should the recipient care ?
There are reasons – and being creative doesn’t have to mean you need Picasso involved at every stage – or even that the recipient will necessarily get the creativity.
It can be one of those things that ‘just is’ and works subliminally.
But – if it isn’t there. Why not ?