Technique 3 minute read Brendon Craigie, Co-Founder & Managing Director, Tyto
Creative professionals across marketing and communications are under constant pressure to maximise the resources at their disposal to generate the greatest possible impact. Though there’s always a place for individual creative brilliance, the best way to guarantee high quality creative output is by running a well-designed creative process.
Here are five ways to maximise resources and identify the creative ideas you need to gain an edge and achieve your desired business outcome.
Creativity loves constraint
It may seem counter-intuitive, but while big open discussions can make us feel creative, they often miss the mark. It’s beholden on creative leaders to clearly define the framework for your creative process.
For example, we develop simple one-page postcard briefs for all of our creative work addressing the key questions:
- What’s the brand essence and the key product benefits?
- Who are we trying to target and why?
- What’s the actual challenge?
- What’s the insight and strategic angle?
- What's the tone of voice?
Creativity loves insights
You wouldn’t set off on a journey without a map, so don’t expect your team to think in a vacuum. Undertake research ahead of each creative process you run so that you’re able to provide people with the insights that will allow their imaginations to flow.
Don’t overwhelm people. Instead, simply try to succinctly capture the context and any insights you unearth.
Creativity loves individual imaginations
Typically, we associate being creative with a huddle of people in a room with fat markers, post-it notes and bean bags. Whereas, research has found that the most creative ideas come from individuals not groups of people and that we are in fact each at our most creative in different moments.
To counter this, provide a team of 5-7 individuals with the brief and give them a couple of days for their ideas to percolate. Then ask them to distil their idea down so that it fits on a single page. You can then gather your team and have them present their idea in a group workshop setting. This ensures that you get access to a cross-section of ideas and that no one individually dominates the creative flow. This also avoids creativity being diluted by “group think”.
Creativity loves diverse perspectives
Bringing together a diverse range of perspectives to tackle a challenge is just as important as creating an environment where individual imaginations can thrive. The greater the diversity you can introduce to the problem-solving process, the more likely you are to land on something unique, as opposed to just a series of similar ideas originating from similar perspectives.
Creativity loves to be tested
When you land on one or two ideas you feel positive about, consider how you can carry out some form of A/B testing. It’s now possible to cost effectively perform A/B testing for projects of various scales for both business and consumer audiences.
Creativity loves training
Consider putting your core team through a creative training programme such as those run by the Wings Creative Leadership Lab. Use this as a platform to hone your own creative process and bake creativity into your culture. We put Tyto’s entire team through the programme and it really paid off for us.
I love the pressure of needing to generate a creative impact on behalf of my clients regardless of their budgets. I will always be in awe of individual creative geniuses, but experience has taught me not to rely upon them. Instead, your greatest chance of success comes with a well-designed creative process that unlocks the creativity of a wider team of individuals. By doubling down on your creative process, you’ll undoubtedly be able to double down on your creative output.