Words by Lauren Regan, creative director
We’ve all sat in creative meetings and thought “is my idea the worst idea in history”? Don’t be afraid of that thought – Embrace it!
If you’re facing creative brain freeze and your campaigns are stagnating, forget about “being cool”, lose your inhibitions and let your most ridiculous, big, hairy audacious ideas loose on the world. What’s the worst that can happen?
When you’re a grown up being silly can seem to be just well, silly! By embracing problems with a playfulness, you can take an ok idea and mould it into something which is really going to catch people’s attention.
If you have been in your role a while then chances are that you will revert back to your past experience, which is safe, solid and sensible. It’s also probably boring.
True innovation comes from being brave and accepting that we are going to fail 1000 times before we get it right. But that’s ok. Draw pictures, write daft copy, crumple things up, try them again and find inspiration in all of the silly ideas that have gone wrong before they ever made it off the drawing board. We’re working in a human industry and once we accept that we are fallible and no longer strive for perfection first time, you can open your mind to the idea that anything is possible.
Making mistakes is all part of the creative process. Benjamin Franklin once said “I haven’t failed, I’ve had 10,000 ideas that didn’t work”. Michael Jordan missed over 9000 shots in his career, lost over 300 games and 26 times he has been trusted to take the game winning shot and missed. But that’s not why he is remembered – he’s celebrated for the shots that hit their target and he succeeded despite, and because of, the misses. No idea is going to be perfect first time and not every concept is going to make it through the net, but if you don’t put them out there then you will never know which way the game is going to go.
Don’t forget, it’s important to remember why you are being creative in the first place and avoid creativity just for the sake of it. Keep your business goal at the heart of any creative problem solving and your ideas will go from a pretty picture and some nice words, into a campaign capable of having real business impact.
At O we believe in being ‘seriously creative’ – addressing your business problems with imaginative approaches that are different enough to get your customers talking and taking action. Just because your problem is serious, doesn’t mean that it can’t be approached in a creative way; you never know, the silliest ideas might just solve your most serious problem.