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| The use of creativity in communication is not just about aesthetics or originality, communications that are creative also happen to be more effective. A strong theme, narrative or visual metaphor can connect directly with your audience and make the message far more memorable. So it pays to invest in good ideas because creativity is a currency that delivers excellent returns. | |
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"Competitiveness begins by developing a clear strategy. Strategy is fuelled by ideas. Ideas are the rarest and most valuable commodity in business life." John Brown, Former Group Chief Executive BP "Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything." George Lois - New York Ad Man "There's one small thing I would like to change about this document... ... it's the words." Blackadder | |
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| Creativity is both a skill and a process. The creative process starts in the fog of infinite possibilities and ends, hopefully, with a clear way forward, a creative solution. Once you have found a creative solution, stick with it and don't allow anyone to dilute or compromise it. The enemies of creative endeavours are the Not Invented Here (NIH) syndrome and Concept Creep, where the purity of an idea is distorted or manipulated for various reasons. Good ideas are founded on detailed research and the establishment of a clear communication strategy based on the needs and perceptions of the audience. | |
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