What is creativity? Part 3.

Arguably, anything you see, feel or hear, smell or taste, or experience in any other way, no matter how pleasing or displeasing, had, at its start, a creative individual with a vision who made it happen.

Part 3. Employing creatives

Can creatives fit into the workplace?

Modern life is based on structures, routines, timelines, one-size-fits-all, templates, budgets, formulas, efficient delivery and “fitting in.” When fewer people are employed to carry out more work, a robotic approach seems to be required. This approach is often applauded, considered a desirable attribute and a fast-track for career success. But if being on a treadmill is the only option, it doesn’t bode well for creatives. I am not saying that creatives lack focus, intensity or drive – they possess extraordinary levels – but, that creatives are the opposite of robots. Creativity is fostered by freedoms and not by templates or constraints.

So how does it work?

Some creatives brave it out; risk less successful careers, even poverty and stick by their inner-beliefs to bring something new a remarkable into the world. You only have to think of poverty-stricken actors, musicians, artists, designers and writers sitting in their freezing garrets to know that this has been going on for a while. Some make it and some do not.

Some creatives manage to fit into the corporate world and make a successful career as a result. I applaud their approach and all those composers, artists, writers and designers that manage to succeed in this way. Creatives come to a brief with a fresh mind, maximising its potential with new ideas that may positively challenge and create new opportunities for growth which may lead to the organisation to increase their budget when they see the benefits (for example, increased engagement and ROI).

The best creative content takes time to craft and refine, no beautiful painting is thrown together overnight. It might look easy to develop a logo, write an article or make a video, but behind the final article, there may be hours of hard graft.

For example, there are two ways a storytelling film could be made, one way is rushed; quickly sitting down to film a story, potentially losing important details or missing out on getting important scene-setting footage, another way takes time; spending time in pre-production researching the subject and planning storyboards, giving the interviewee time to feel relaxed and comfortable with the interviewer, crafting perfect b-roll footage to support the narrative, and spending hours in the edit creating a succinct structure that will maximise engagement whilst researching music that will follow the emotive journey of the story. Both films will tell a story, but one will be far more effective at connecting viewers with the vision of the story.

There is another factor, evolution of a project, a part of the creative process itself, in that it grows, develops and improves over time. Please bear that in mind when what starts as a great idea becomes an even better one.

Creatives may work crazy hours, long hours, late-into-the night hours. Why? Creative energy can come at any time of the day or night by its very pouring into the soul. When the creative channel flows it is energising. It is thrilling. It is all empowering. It is all engaging. It is a life-force. Conversely, creatives can become exhausted, having used up all their creative energy or, stall, waiting for the creative energy to return. Whether you have a faith or not, creative energy and its drive is a spiritual, creative, uplifting, unstoppable gift. from. God. It does not come to order. It comes when it comes.

So my footnote to the world, on behalf of all creatives is this. If you employ us, your world will be the richer for our contribution. For those organisations that employ, applaud and empower creatives, agencies or freelancers, thank you. You are bringing more life into the world, than you could ever believe.

Next week – we look at visions and why they are such hard work.

Published by katharine@kvhcom

KVHcom.com is all about creative communications. A creative approach means not just an attractive visual appearance, but engaging text and an innovative approach to any project.

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