Whats going on

30th June 2010

James Wilkins: Challenging Health & Safety Behaviour

3rd June 2010

James Wilkins: Packing a Punch

28th April 2010

Dirk Mischendahl: The Fun Factor

28th April 2010

James Wilkins: Two P’s in a Pod

28th April 2010

Andy Payne: Perfecting the Nuances of Grammar

24th February 2010

David Warner: Location Location Location

19th February 2010

Alex Burrett: Defending Creativity

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Defending Creativity

BY Alex Burrett

19th February 2010

Running a profitable business requires a considerable variety of talents. Producing creative communications is rarely one of them. Trouble is, product descriptions fail to capture the imagination of potential customers. Consequently, communication is outsourced to companies who specialise in that kind of thing.

If the story ended there, we’d live in a world dripping in creative vibrancy like a just-completed Jackson Pollock canvas. The problem is subjectivity. Because the success of a creative idea is unpredictable, everyone gets involved. This isn’t the case with other services. If you need your office roof fixed, you don’t ask the CEO and eight other senior stakeholders to endlessly rework the building plans.

Corporate meddling is based on the unwritten assumption that tweaking a creative idea makes it less likely to: fail, offend, attract a lawsuit. I’ve worked in several creative companies and can assure you they’re equally committed to mitigating the same risks. My advice to businesses wanting to stand out from the crowd…..you don’t improve a bird of paradise by dressing it up as a sparrow.