At Guerilla we have a triple “A” measure of creativity.
Ability. A simple definition is that creativity is the ability to imagine or invent something new. The ability to generate new ideas by combining, changing, or re-applying existing ideas.
Anyone can be creative – but very few realise this potential.
Attitude. the willingness to accept change and innovations, open to play with ideas and possibilities, a flexibility of outlook, the habit of enjoying the good, while looking for ways to improve it. We are programmed from a young age to accept certain norms, like chocolate-covered strawberries. The creative person realises that there are other possibilities, like turkey, brussels sprouts and mayo sandwiches.
Application. A stroke of genius or a flash on insight, whilst welcome is rarer than rocking horse poo. Creativity is an evolution of ideas, continually refining and improving to get to the best possible result. That’s why brainstorms work, it’s easier for someone else to see what’s good in an idea and improve it a bit, a good brainstorm is a virtuous circle of improvement.
The creative person also knows that there is always room for improvement. But you also need the commercial savvy to realise that you have reached the point of diminishing returns – i.e. any further refining will not payback in terms of ponds in the till.
So if your first thought when you see something is I wonder how I could make it better, if you would rather try a new flavour over an old favourite and if you are big enough to realise that things can always be improved, you might well want to send us your CV.
And if you think your marketing output is going stale, your strawberries not tasting as good as they used to, give us a call and see what a dose of triple “A” creativity can do for your marketing communication.
Email us at email@example.com or give us a call on 01628 819007. www.guerilla-creative.co.uk