Business Thoughts, Rants and Observations, Stuff I Like

rules for a creative environment

So.

Having worked in the advertising and marketing industry I am often surprised at how often creative people write about creativity … and do it well … and how often business people outside the marketing industry never see what is written about how to be creative … in thinking and as well as in output.

I guess I am surprised because marketing doesn’t have the corner on creativity.

Every industry and every business can be, should be, and actually is … creative in some form or fashion.

You have to be creative in thinking if not just to stay relevant and ahead in your industry <but it also makes work more fun>.

That said.

As I was cleaning out a folder I came across an article I had clipped in 2005. The article was from Fast Company written by a guy named Ryan Underwood about the advertising agency Crispin Porter + Bogusky.

Crispin was at the top of their game at that time.

I am, personally, not a big fan of Crispin’s work … but I do believe creative director Alex Bogusky was a one man exploding star. He had the ability to not only recognize imaginative work <which is more of a skill than you would guess> but also had the charisma to attract great talent as well as a gift in getting people to actually DO the imaginative work & ideas.

Anyway.

The words of these ‘rules for creativity’ aren’t really about advertising or marketing … they are just good simple rules for any business.

Imagination is the engine that drives any successful business.

If you agree with that … and truly believe it … you should print these ‘rules’ out and be taping them everywhere your employees sit, stand and breath.

<from Fast Company April 2005>

Are “rules for creativity” a contradiction in terms? Not at Crispin Porter + Bogusky. Here’s how they come up with some of the most imaginative work in the business.

– Treat unoriginality as a sin

Just about the only ideas that CP+B remains steadfastly closed-minded about involve uninspired <and uninspiring> thinking. “Thirty-second spot” is a phrase that’s routinely met with harsh criticism, while “nobody’s ever done this” wins props.

– Find genuinely smart people wherever you can

When Dave Schiff applied for a copywriting job two years ago, about the only credentials the fully tattooed former “sales-order taker” for a bicycle company had for an ad job were an infectious personality and a razor-sharp wit. For CP+B, that was plenty. Schiff’s now a thriving associate creative director.

– Give people something to talk about

CP+B partner Alex Bogusky says the worst thing you can do is put out work nobody talks about. Any reaction — positive or negative — is better than nothing.

– Remain humble

A certain productive paranoia courses through the agency that goes something like this: You’re at your most vulnerable just at the moment you’ve scored big. Plus, agency chairman Chuck Porter warns, “Arrogance is classless. There’s a big difference between saying, ‘We’re good’ and saying, ‘We’re better than you.’ “

– Trust your gut

You know you’ve hit something good, when you have that feeling that you want to jump up and show everyone your idea.

Nit pick if you want … I will not.

If I could only choose 5 things with which to build a business around these 5 are as good as any.

But. If i could choose only one ‘mantra’ <or rule>?

Treat unoriginality as a sin.

That is frickin’ brilliant.

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April 15, 2014 by Bruce

Written by Bruce

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rules for a creative environment

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