David G. Morrison defines creativity as ‘knowledge times imagination times evaluation because when if any of these is missing, there will be no creativity’. Creativity is not a resident/citizen of any nation or continent. Research has showed that the most intelligent among us use less than ten percent of their brain values. The implication is that many of us are not using ours at all. That was my conclusion when I read the report because I did not see myself as a highly intelligent-No low self-esteem is intended here.
Major problems to the flow of creativity are preconceptions, fears, established societal rules, risk avoidance as well as desire for outright perfectionism. Let us examine what guarantee flow of creativity for a brand.
1. The ‘can’ spirit: believe it is achievable as everything springs from inner conviction.
2. Entertain several suggestions: no suggestion is foolish at the initial stage. To be creative, learn to entertain option, suggestion at the beginning of the process.
3. Reject expert opinion: sometimes we may need to ‘flunk; experts opinion to get to be creative. Great ideas have been promoted by so called dullards.
4. Be willing to take risks: Anyone that is avowed to risks or do not want to make mistakes may not go far.
5. Be foolish, be silly: try out anything you can think of. Laugh at yourself as well as laugh with yourself. It is a new day. Only creative brands have chance of survival this year. The old ways may not work this year. See how you can cut cost and still make maximum impacts.
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