A lot of creatives get caught up with the focus on end results rather than reflecting on the role creativity plays in nurturing the relationship with consumers at different times of the customer journey. Creativity at the top of the funnel can conceive intrigue for the prospect and bring them in. Then creativity can once again be used to drive a conversion. Creativity should be thought as an integral component from a brand perspective. Creativity is an icon from the past into the future In 1939, James Webb Young, a Madison Avenue advertising creative wrote a guide to the process of creativity, "A Technique for Producing Ideas." In his book, Webb Young reminds us, “that an idea is nothing more nor less than a new combination of old elements.” In his view, the skill of creativity is the ability to see {new} relationships.” Fifty years later, Steve Jobs observed something similar: “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.” Some companies struggle with the B2B–or business-to-business creativity. This is because businesses that sell to other businesses don’t tend to be flashy. Coming up with compelling creativity can be a challenge, but is worth the effort. So how do we create the right conditions for creativity, especially when our routines are geared towards going through our to-do list? Here are a few ways to stay creatively inspired to make good things happen: 1) Keep your research fresh. Gather raw materials as stimulus. Although this may seem laborious, systematic or unrewarding–immerse yourself in what you are trying to solve 2) Disengage the mind to allow unconscious processing. Try not to think about the subject as completely as you can and then turn to whatever stimulates your imagination and emotions 3) Get fresh air time. Go for a walk outside or clock time sweating. Movement is essential for meditating on the problem you are trying to solve. Pay attention to ideas as they crop up 4) Set up time to do nothing. Out of nowhere ideas will appear, whether on a walk, while listening to music, watching a film, or taking a shower 5) Share what you know. Clarify your thoughts by sharing what you know whether in a presentation, blog post or as a mentor. You’ll find new ways of phrasing and solving problems Most of us can identify with such time-tested approaches. Our best ideas do seem to appear in moments of disengagement. Hip-hop artist inside our brains Neuroscientists would readily point out the unfocused state of mind is when the default mode of the brain is switched on. This idea was conceived in the 1970s when it was first observed that even in resting states our minds are engaged with mental neural activity. While technology has essentially eradicated boredom by leaving us without any unstimulated moment, the invisible consequence is that we’ve lost time of being in the “daydreamy” un-focus of the brain’s default mode. If your workday is filled with meetings and responses to emails, you may want to take a break to find the moment for creative thought. Set up time in your day when you are trying to achieve nothing. Giving your brain a moment to relax may lead to your best idea yet. Regenerative dance of ideas Some people have various rituals to spark creativity. Aaron Sorkin, for example, the writer behind popular television show West Wing and films like Moneyball and The Social Network told the Hollywood Reporter, he takes six showers a day to be creative. “I am not a germaphobe,” he stated, but when his writing isn’t going well, he will take a shower, change into new clothes, and start again. Sorkin’s craft relies on him minting fresh ideas on a regular basis. And it occurred to him his best thoughts were not happening during fevered concentration, but when he was in a shower. Cognitive benefits of lateral thought Think new. Creativity can also be seen as the combination of two different ideas such as ride in an elevator and the journey into outer space that inspired Albert Einstein to discover the theory of relativity. Everyone has creativity when they are confronted with new problems to solve or new ideas to think about. People are naturally creative and inventive, but creativity can fade when you get bored or discouraged. In more occupations, creativity is part of the job description. Keep coming up with new ideas to enhance innovation. As a business leader or as a creative thinker, you can’t rely on the same ideas that have brought you past success. Innovative thinkers must keep creative juices flowing by inspiring people to tap into their best ideas for full range of top thinking. We have to continue to find new ways to go from point A to point B. Creativity can be life-altering for any business At the core of each business is creativity. Game changing business strategies are born of creative thinking: a spark of intuition, connection between different ways of thinking, and a leap into the unexpected. A business can invest heavily in original content and creativity to inspire people to become customers. Creativity shapes culture, influences the way people view life, industries, choices, and actions for positive outcomes.
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