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Thinking About Creativity

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Credit: MindysBookWorms.org

I’m on a quest to define creativity. Is it innovation, or are there differences between the two? I wrote recently about the need for PR and marketing to be more creative when it comes to putting a social media marketing plan together. Then I gave a list of nine tools available from which to select.

That’s really not creativity; that’s merely being smart about researching the space to see which tools fit the required strategy.

Then I read Inc. magazine about Stan Richards, founder of The Richards Group, an ad agency behind some of the most creative and controversial campaigns in advertising. (P.S. If you want to see one of THE MOST creative websites I’ve seen in awhile, hit his agency link, and here’s a link to his book, The Peaceable Kingdom.)

“Creativity doesn’t need a muse; it needs a drill sergeant,” he said.  Richards’ firm adheres to strict rules:

>>8:30 a.m. prompt start to the day

>>Accounting for each quarter hour or be docked $8.63 from pay

>>On time to meetings or risk being shut out

>>Close of business is 6 p.m.; go home

The man posts billings of $1.28 billion; he owns the most successful independent shop ever. Hats off, Stan!

Is creativity innate? It’s my humble thinking that the mind hinders creative embellishment. When your mind blocks your actions, you become inhibited. There is no comfort in your own skin; you fear making the wrong move, saying the wrong thing, looking like a fool (to yourself) among company.

Now put these thoughts into a company brainstorm where the team is attempting to define the big idea. (PR is all about the big idea.) Instead of being the first to say, “what about…” you tag team off someone else and slowly open your mind to new ideas.

Perhaps creativity is confidence. Stan Richards says creativity is discipline and regimented rules.

As a blogger it’s more imperative to be creative than ever before. This is my 252nd post; not so sure it’s a milestone of any sort, but looking back on a bloggers’ life, each post came from somewhere. The inspiration people take so lightly is actually extremely serious.

So, creativity also requires the ability to be inspired.

I’ll share about me a bit because it’s relevant. My mind has always been creative; I visualize the look of interiors in color and how a brochure should be designed with the raw copy in front of me. I hammer a nail on the wall eyes only and plop art perfectly in place (heh, perfectly to me because slightly askew fits my out-of-the-box persona). A steady stream of ideas leads to the ability for strategic brainstorming and also the ability to drill into segments and enhance each with detail.

With all that said, can we assume creativity is innate? Born in some and not others? Given as a gift to right brain thinkers while left brains lead with logic? Here are some of the conclusions from above, and I’m hoping you’ll add your thoughts to help with this discussion:

>>Creativity requires an open and unhindered mind.

>>Creativity requires inspiration and the ability to be inspired.

>>Creativity is confidence.

>>Creativity is innate.

>>Creativity is not innovation.

Please share your thinking, because more thinking also leads to a higher level of creativity.

Six Ways To Challenge Best Practice Plus Measurement

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Check out what Robert Rose, founder and chief troublemaker at Big Blue Moose (who helps marketers become storytellers), has to say in Chief Content Officer…I am so blown away because it’s making me think, think, think, and the below is merely a reaction to pages one and two of the article!

His headline had me at the top — “Why a hyper focus on measurement and incremental gains makes marketers average.” Really? That’s awesome.

If you know me, you’ll know I kick and scream all the way to analytics, and that includes measurement. Now, don’t tell Shonali, Rebecca Dennison or Neicole Crepeau I said that.

What Rose says is that everyone is striving for best practices and that’s about it.

Can I repeat that? Here’s what Rose said in Chief Content Officer, and it’s all appropriately attributed:

“Content marketers in particular seem to be in the grips of ROI monomania. …What we’re really looking for are best practices; they’re safe. Whenever we’re trying something new like content marketing, we become so focused on following best practices that we forget our real job is to be innovative.”

I love this insightful approach to best practice. When I worked in a hospital, each service line was oriented to best practice. Put the solution into action, perfect it, and then travel the country lauding its inner workings so others can emulate it.

Think about how that works — you get the recipe for a best practice, execute on it while following the formula, and call it a day. Infrequently, do people exceed or push the limits of the best practice because really all that’s required is to meet expectation.

WOAH.

In this day and age, when status quo has eroded, it’s imperative we always push the boundaries and exceed comfort levels to earn a level of excellence not previously attained. That’s the essence of what Rose is saying, “…we are saying that we’re satisfied with being average.”

Do you agree?

Rose offers a list of six tips that help you turn the status quo on its head, and I’m not going to recap them because they’re really good and I have to come up with my own. Basically, here is what I recommend to heed Rose’s counsel and buck the average:

>Stand on your head. What’s north is south, and what’s south is north. Change up the bird’s eye view and put on the rose-colored glasses.

>Delete all your followers; how’s that working for you @ChrisBrogan? When you make an extreme change with gusto, you’re bucking best practice and changing it up.

>Stop commenting on the same blogs day in and day out; in fact, stop commenting. What will happen? Will you have an epiphany that you really do like the social webs and can’t wait to get back? Or, will no one miss you at all, and you’ll burrow deep into depression and hibernate for winter? You’ll certainly learn about personal behavior if you do this exercise.

>Find a new hang out. There are groups and cliques and alliances and networks; doesn’t matter how they’re labeled. If yours is inactive and you’re bored to death, then switch on outta there and find some new energy! Align with those who boost you up and not with those who bring you down!

>Get zany creative during a campaign. I read somewhere a young ad agency account rep actually brought kitty litter and her cat to the pitch (they were pitching kitty litter). When her cat used the product, the client was turned off but the agency VP thought it quite clever.

>Go out on a limb and then break it. If you stick your neck out, and you’re really heading out on a limb, keep going until you push the boundaries a few times. Get comfortable and then do it all over again.

Measurement

Another final observation, and this one may have me going out on a limb…heh. is about measurement. I’m going to blame Chief Troublemaker Robert Rose for this ramble:

When peeps are so focused on proof of campaign smarts, they need tried-and-true deliverables with measurable tactics.

If a new tactic is incorporated into a best practice, can it be measured immediately? Won’t new metrics have to be established and proven over time? I’m asking…

So, maybe content marketing programs aren’t required to have direct ROI. With best practices and average innovation, measurement has a solid place to do its thing; when new concepts are added to the mix, measurement gets thrown a curve ball. Time is required to clock and tick and tally to incorporate innovative ideas into an even better best practice.

So…maybe, just maybe…measurement should be relegated to the sidecar for awhile? Just sayin’ and askin’ all at once…what say you?

 

 

Facebook School, Guy Kawasaki and Selfishness

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This is a story about the icon who was Steve Jobs, but it really isn’t. Rather, it’s an observation about two very different reactions by people I don’t know which prompted two very different reactions in me.

I am enrolled in Facebook school via Social Media Examiner Facebook Success Summit 2011 which launched October 5 via live webinar broadcast world-wide to some 1800 attendees. Ten minutes before the kickoff presentation to be given by Guy Kawasaki, Apple announced Steve Jobs had died. Guy is the former chief evangelist at Apple, the founder of Alltop, and an esteemed author and respected business and social media pro.

Michael Stelzner, president of Social Media Examiner, announced via email that Guy would alter his presentation and instead share a personal tribute about a very personal friend who had graced the world with such amazing talent and influence.

I listened to Guy at the top of his presentation not knowing what to expect. The email confused me as I’m not privy about peoples’ professional backgrounds, relationships, or true measure of influence unless I tune in consistently to them.

Guy was breathless and absolutely distraught. His mobile device was ringing off the hook (on vibrate); people wanted to reach out and express sympathy. Finally, he had to turn it off to concentrate on his live delivery and his in-the-moment-significant-real-time story about his close friend, Steve Jobs.

The significance of this moment wasn’t lost on me, but it didn’t carry that much weight until two days later when I read a question posed by a woman in the Facebook Summit LinkedIn group who asked, “Was anyone else upset that the first session was changed without notice?”

REALLY?!

The passing of Steve Jobs is akin to the passing of Princess Diana, Michael Jackson, or JFK Junior. This woman had the audacity to ignore the impact of this historical moment by sharing it with someone experiencing true and real-time feelings ad lib. Because of this woman’s shortsightedness and posting of a selfish question, the significance of what I witnessed in Guy’s on-the-spot tribute became more critical to me.

I have not gone to follow the thread on LinkedIn; nor do I want to. Perhaps this woman is not an Apple consumer; perhaps she lives in a country other than the U.S. No matter; if Michael Stelzner thought the passing of Steve Jobs that important to segue his kick-off presentation then the students attending should’ve relished that experience, too.

This is kind of a strange post to share, but I just had to get this off my chest; it still dumbfounds me.

 

Freedom of Expression or Decapitation

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At the risk of a beheading, and this is no joke, I’m sticking my neck out (that is a joke) to decry the horrific and terroristic behavior of a drug cartel that uses Z in Mexico. I won’t use its name to be somewhat cautious on this side of the border.

A woman blogger/journalist was decapitated because she blogged for safety on the streets of Mexico. She decried the power of the drug lords over innocent women, children, men, and families.  She reported on the daily narcotics wars in the country and began to research info about the “Z” cartel. She dared to lash out via a blog in the name of freedom of expression that apparently is disregarded in our Central American neighbor. Because of fear, reprisal against self and family, money, safety.

While this true story may be gruesome to you, it’s not the first breach of freedom of expression the world has seen. We’ve watched the streets of Iran, Egypt, Libya, Syria, Iraq, and other countries explode in the name of freedom. Some were successful in their quest; others were not.

Americans have the freedom to express malcontent to the highest echelons of government without recourse (except perhaps a wire tap or creation of an FBI case folder).  We picket, we lobby, we rant and rave in op-eds, and we blog – freely.

In honor of this woman, Maria Elizabeth Macias — “The Girl From Laredo,” whose severed head was placed next to her desktop, mouse and keyboard, I encourage your blog post speaking out against the tyrannical drug cartels in Mexico who are killing innocent victims doing what Americans’ inalienable right allows on a daily basis.

She is not the first to die under this rash of violence. Two others were hanged from a bridge with notes listing three websites.  Six other journalists have already been killed this year.  In spite of being spooked, bloggers and Twitter accounts forge ahead:

>> Borderland Beat Blog tweets @OVEMEX

>>Follow #MtyFollow for news of cartel activity in Monterrey, Mexico.

>>Follow #AcaFollow for news of cartel activity in Acapulco

>>Follow #LaredoGirl to remain abreast of cartel activity in the name of Senora Macias

>>Follow #NenaDLaredo for rolling stream on news about the cartel ongoing after Ms. Macias’s passing

I applaud those who carry on against violence; I cry for those the world over who cannot hope to live in peace but always  fear losing a loved one.

Embrace What You Hate To Innovate

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I know what I know and I hate what I don’t. This is a story about my inner demon that has plagued me all my life — my inability to embrace what I don’t know to grow. Let me share some past and recent examples:

>> Mom said I refused to ride my tricycle until one day I jumped on and went careening down the street.

>> I spent hours in the Paris airport letting all the stand-by flights go without me because I couldn’t speak French although I was trying.

>>I rarely line dance or take group aerobics because I’m a terrible follower and mistakes are rampant.

>>I refused to blog for a year because I was afraid about the tech that goes along with it.

>>My twin Gini chastised me in comments last week on Spin Sucks for not having Clicky already up and running on the blog.  Meanwhile, Erica Allison is all over it and can’t wait for more scoopage about who’s visiting her blog. (I kinda don’t want to know.)

There, you have it, and not sure whether that was therapeutic or not, but here’s what I’m doing about it:

>>I’m going to Facebook school this month via Social Media Examiner to take nearly two dozen classes Michael Stelzner and faculty have lined up in October for Facebook Success Summit 2011. I bought this class and have watched one pre-course video during which I was furiously taking notes.

>>I whined in comments somewhere about how scary installation of the new timeline was on Facebook and then decided I would master the dang thing and watched a tutorial four times to navigate being an app developer. Lo, my timeline is launched and waiting for live; meanwhile, I was able to walk Erica through her five-minute installation. (I broke my fear pattern and shared that knowledge in this case.)

>>I bought another course from ClickZ on analytics and SEO which was pretty expensive. I asked a client to pay half, and they concurred. I’ve not embarked on this intensive instruction yet, but will after Facebook school in October. (SEO has been the bane of my existence; seriously.)

>>After hearing all about Clicky and then reading this review on Brankica’s blog, I gave her the nod and clicked from her site to launch it on my blog. Heck, I even installed some code on my php footer (or whatever), but I have no idea of I did it right at all. I will see this week!

>>I did try to install PostRank just prior to Google buying it, but rather than go to the website, I somehow installed it direct from my blog via a plug-in. I get rankings in my dashboard for the blog posts, but, alas, the data are likely skewed because I installed it wrong. Whatev.

What’s my takeaway?

>>I have to fight with myself to embrace what I don’t know. I stall, I kvetch, I whine, I ignore, and I stumble only to realize I’m hurting myself.

>>These learnings are hindering my ability to innovate. As a leading-edge PR peep (I made the journey to the marketing blend a very long time ago) who works solo with virtual teams, there is no one to teach me. I have to strive to stay ahead.

>>I am fully aware of my patterns; this behavior has plagued me my entire life. It’s a discomfort, a fear of failure, a fear of looking like a fool, and it’s also my inability to ask for help.

>>As a starter, I need people on my team who can finish and take it to solution with a deeper dive (and thus I’m happy to turn over the analytics to Erica and Gini and Bran) while I generate strategic ideas. (I haven’t remedied this one yet.)

In conclusion…sorry for the first-person post today…don’t like to make a whine out of a piece, but am thinking this is more of an acute observation of obstacles to growth.

Share yours, please?

(image: inspirationonline.com)