Empowering the next generation of work as co-founder of breefthe premier marketplace for brokerage firms for high-consideration online transactions.
As the founder of an online agency platform, I have a front row seat in the world of creativity. We work with thousands of boutique digital and creative agencies, each coming up with the next best brand, website or social campaign. Every day I see them moving ideas and companies forward – and ultimately shaping the culture.
I am constantly reminded of the endless possibilities of a creative mind as I work and build with them. After the surrealism of the past two years – the pandemic, the great layoff, the global conflict and economic uncertainty – we had to (and must) offer a new perspective on how we are moving forward in this world. We don’t live in the status quo – that’s why the status quo won’t get us where we need to go.
In seeking creative solutions of my own, I realized that there is a lot we can learn – and celebrate – by using creativity to guide decisions in our respective fields. While we don’t all identify as creative, it’s this mindset that can unlock opportunities.
Creativity is more than the output.
It takes a whole system of innovative thinkers to make the best campaigns come to life. Of course you have the designers and creative directors, but also the innovative deal makers, trend analysts and data specialists who ensure that the creative works. So if we shorten the definition from creativity from “the use of imagination or original ideas, especially in the production of an artistic work” to simply “the use of imagination or original ideas”, we begin to see how creativity transcends industries, roles and responsibilities. By broadening the context, we understand the importance of original thinking for tasks such as identifying new systems, building teams, and running small (or large) businesses.
I believe that whatever your role, creativity should be part of the job description. We all need to find ways to look beyond what we know or have experienced before, to reinvent and develop new, unique avenues to problem solving. And it’s best if we don’t have to do it alone. If everyone thinks they are creative contributors, we can all be invested not only in delivering a job, but also in putting our personal stamp on a company or industry.
We can learn to be creative.
And the good news is that people are not just born creative. Creativity is a discipline that we can refine and hone. I’ve met a lot of great marketers who didn’t start out in this space, but they’ve found a perspective that they are now using to expand their creative thinking and benefit brands.
Let’s drop the saying, “I’m not creative.” We must train – regardless of the role – to make creativity a priority. This means we understand how we work best as individuals to find our flow and deliver results. For some, this may be looking for inspiration from travel, museums and various media. For others, it may be the opinion of a colleague from another department.
Borders are our friend.
Restrictions are a bit undervalued. You might think a creative person’s dream is to hear: Everything is possible. But that’s not always the case, especially in business. They still need to understand the context, goals, budgets and deadlines in order to deliver. That’s why marketing and creative assignments are so important to creative success. They provide the scaffolding to build something great by providing guidelines within which creative campaigns and innovation can operate.
While it may seem counterintuitive, limitations can actually unlock creativity. Boundaries provide a starting point or foundation for original and impactful work.
It’s about your mindset.
But perhaps what I like most about this approach is that there is an infinite optimism that comes from being creative. That ‘yes, and’ mentality allows us to build on ideas and explore the unknown. It means that there is always a solution and downtime is not an option.
Therefore, creativity is not just an output. It’s a mindset. An optimistic way of approaching the world for the ability to change it. Understanding that each of us is creative can lead a meaningful life and ultimately a more fulfilling life.