Thursday, April 26th, 2012

How to be Consistently Creative

Most people, when they put their mind to it, can come up with a wacky or novel idea, but it doesn’t necessarily mean they have the ability to be consistently creative. In fact, is consistent creativity really possible?

Being creative requires far more than original thinking.

Being creative means that your idea needs to be able to be executed and produced. It needs to engage, be humanly relevant and ultimately drive the response that’s expected of it.

Being creative means knowing how your mind works and how to spot and best capture those flashes of genius. How many of us keep a moleskin note pad or sticky notes by our beds, just ready for when inspiration strikes?

Coming up with creative concepts that aren’t bound by existing thinking is an important aspect of ideation, but the world is full of Walter Mitty-like characters whose ideas are never really strong enough to go anywhere. Moving from the ignition point of an idea to making it happen and pushing it live across the world requires far more than the idea itself.

We’re all competitive when it comes to who has the best idea, be it a hidden trait or an overt characteristic. Competition drives us, it’s a good thing, and it’s pervasive in our society. However, one of the reasons team sports are so popular in our culture is that they provide individuals with the opportunity to compete and cooperate at the same time. At gyro, we believe nurturing an inclusive culture where both competition and cooperation can thrive provides the best setting for being consistently creative.

We have actively embraced creative collaboration. To be creative and innovative is everyone’s responsibility at gyro, not just the creative department. Solving modern business problems in an ever-changing digital landscape requires a team that’s equipped with a mind-set as eclectic and well connected as the world itself. There’s no room for creative apartheid anymore. Anyone can come up with an idea, at any place, at any time.

So whether you believe it’s possible to be consistently creative or not, one thing’s for sure: Great ideas require something far more precious than original thinking alone. They require teamwork.

Peter Davis is executive creative director at gyro Manchester.

Follow Peter on Twitter @digitaldavis.

Originally published at Ignite Something on the Forbes CMO Network

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