Creativity is the New Currency

March 23, 2014 By Edward Boches

Everyone’s creative. At least until they have it beaten out of them by education, rules, a pressure to succeed and the risk averse nature of most businesses. What’s equally discouraging is that too many people conclude that the labels are right. They come to believe that they reside among the non-creative. I can’t tell you how many account executives, media planners, product managers and clients have told me as a matter of fact that they are “not creative.”

This kind of thinking is the worst thing that can happen to anyone. If you think of yourself as not creative you’re far less likely to take chances. You become reluctant to put forth crazy ideas. You make too many decisions based on what others will think. You fall into the trap of striving to replicate past successes, which are no guarantee of future performance, or simply playing it safe.

However it’s even more damaging to companies and organizations who think this way as they not only define two classes of employee — creative and non-creative — they relegate the “creatives” — typically the designers, art directors and copywriters — to the playroom, leaving the big, important decisions to the operations and financial people. And we all know what a mistake that is.


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