Marketing: Creativity vs. Business?

Another perspective: Creativity vs. business

It’s time to think and understand differently about creativity and business environments. Let’s swap “vs” for “and”.

Whether they are entrepreneurs, businessmen, or marketers, all know that the business environment has changed dramatically in recent years. The same things that worked 10 years ago are no longer relevant. It is important to reexamine our perceptions of what skills are essential in order to grow in this new environment.

One of these skills is creativity. It was as if the toolkit had been taken from the secret drawer of genius artist and placed in the bag of tools needed for anyone who wants to move things, grow projects, shake the market or just break into an ever-changing and uncertain world.

You risk missing the right wave if you don’t have creativity in your business.

We had to confront the new realities of business as a result of the outbreak of the pandemic in spring 2020 and the imposition a state of emergency. Only those with the ability to quickly think of new solutions and who are able to quickly change a process or business model from one day to another can come up creative solutions. You will be able to tell me that it is not unusual for people to come up with the best and most creative solutions in times of crisis. The stakes are high.

Creativity is out of the drawer

Marketing professionals, specifically those who develop campaigns and strategies, as well as those who create visual or written materials, have known for a long time that this skill is no longer a secret weapon. We can’t talk about “momentary spark” or “creative spark”, we need to learn how to generate ideas, and then guide them like a master. Marketing is not possible if you don’t know how to manage your creativity.

Many businesspeople and entrepreneurs are doing the exact same thing without realizing it. They learn willy-nilly, or are forced to improve their creativity in business. It’s just not called “creativity” yet. Here’s the problem: by obscuring or storing this ability in an outdated framework, or in that special drawer we deprive ourselves of the urge to develop it and to use it whenever we want.

Even for those who are required to be creative in their day-to-day jobs, there is still an internal conflict between two forces we perceive as diametrically opposing: business and creativity. While creativity is the domain of geniuses and artists, it doesn’t seem to be a natural part of the business environment where the focus must be on profit, sales, efficiency, and productivity.

Marketing is about creativity and business. Let’s do it differently!

They are, however, not diametrically opposing forces. They complement each other. They are not enough. These are essential, but they are not sufficient. Creativity is the key to unlocking the potential of an unpredictable world. It can help you get out of a rut, navigate this world, and propel you to new heights.

Teams will be better equipped to face any challenge and take any idea to the next stage if there is a shift in perspective and paradigm about creativity and business environment. How can you make this happen?

Instead of “VS/OR”, we adopt an “AND/AND” mentality

Let’s stop fighting over creativity vs. money. We are creative in business. We are focused on business and creativity. Because the two should not only coexist but also be mutually beneficial. Good business practices are key to creativity and can help you grow your business.
Our creativity is applied to even the smallest tasks

Creativity is not limited to the generation of innovative ideas. When we come up with a unique, yet simple solution to a problem, we are creative. When we take risks and make unusual decisions, and when we learn to feel comfortable in unfamiliar and difficult environments, we are creative. When we think of innovative solutions to problems large and small, and when we can imagine wonderful futures and possible worlds, we are creative. We also become creative when we let ourselves play “what if” with the goal to then be able to put those ideas into practice.

Our teams develop creativity skills

Issue #9 of SEO 365 newsletter featured a column entitled “Useful – from the toolbox” that recommended a wide range of resources to encourage creativity and innovation. You will find 163 methods, 30 recommendations, and books that can help you unleash your creativity, all of which are very applicable in the business world.

We see a problem and it is getting more apparent that creativity development is not left to the individual. Those who embrace it become leaders in the business world.

However, organizationally, if you want to make your company great, you cannot let one of the most valuable skills on the job market drift.

It is becoming more important to create the conditions that enable people in our organizations to express their creativity, to explore new ideas, and to learn how to do so.

We risk not being prepared for tomorrow’s business environment if we don’t invest the time to think creatively and differently.