By: Viktoria Gerzhyk
Author and educator Sir Ken Robinson once defined creativity as “the process of having original ideas that have value.” Often when we talk about creativity, we think about artists and performers, people who entertain others for a living. Occasionally they may even teach us something. But Robinson’s definition of creativity implies a fundamental misconception that most of us hold, namely, that creativity belongs to the arts. It doesn’t, though, and any business that devotes resources and talent to developing unique and valuable ideas is carving its own path to success through the market jungle rather than sitting still and waiting for growth to happen.
But what does “creativity” mean in terms of running a business? And what role does it play in modern marketing? If we abide by Robinson’s definition, then creativity should be the goal of every CMO and their staff to examine every one of their duties and ask themselves, “How is what we are doing right now novel and valuable?” If the marketing department is hammering away at the same old tried and true strategies for raising brand awareness, creating and maintaining brand loyalty, and differentiating their product lines from those of the competition, it would be foolish to expect growth to do anything but coast along as is. With such an attitude, growth is more likely to dip. Innovation, in fact, is the watchword of the most successful companies. From improving internal processes and enhancing internal efficiency to adapting their business model and adopting new technology more quickly, innovative practices are a deeply seeded part of these companies’ cultures and philosophies.
“Uneasy lies the head that wears a crown.”
Trouble comes, ironically, when times are good and growth and profits are strong. Why do anything different and risk losing all that has been gained? Here again, though, such reasoning reveals a basic misconception about creativity and modern marketing. Growth and profits are not spoils or prizes to be won, they are momentum, the “strength, and force gained by motion.” If the strategies that led to your business’s success are the same as your competitors, then you shouldn’t expect your time at the top to last very long. Nor should you expect to hold the summit even if what you did to get there was new and bold. Your rivals are watching and learning, after all, and they will be quick to imitate you, one-up you, and push you aside.
Of course, a strategy shouldn’t be abandoned as soon as it becomes successful, but it’s important to refresh ideas and campaigns regularly so that consumer interest can be continuously reignited. Between 2006 and 2009, Apple ran the now-famous “I’m a Mac” ad campaign in which a hip, laid-back twenty-something personified Macintosh computers while a stodgy, forty-something played the role of PC. These were highly influential and ground-breaking ads that creatively and not very subtly turned laptops into status symbols and shifted the criteria of computer shopping from hardware capability to coolness and sex appeal. Most importantly, though, Apple’s marketing team knew when to stop producing these ads and move on to a totally different strategy. After three years, Apple had built momentum, but rather than wear out consumer interest with more of the same, they wisely shifted gears and came up with brand new ideas that followed a completely different aesthetic.
Build a creative work culture.
But why limit creative input to only the marketing department? Encouraging creativity and innovation in all functions of a company can streamline processes, drive down costs, and increase margins. Amazon is not known for creative marketing campaigns or trend-setting product development, but it has been more innovative than most in its quest to manage workflows and boost productivity through a combination of employee incentives and rigorous time-tracking structures. Amazon’s success, however, should be a cautionary tale since many have accused the company of dehumanizing its workforce and treating them as replaceable plastic parts in its gigantic shipping machine. Creative solutions to logistics and production problems should never come at the expense of the dignity and well-being of employees.
Leverage social media.
Social media provides a great platform for businesses to showcase their creativity and connect with consumers. By creating engaging content that speaks to their audience, businesses can build brand awareness and grow their customer base. As SearchEye CEO Chris Porteous notes in Entrepreneur, “With social media platforms such as Instagram, Facebook, TikTok, YouTube, Pinterest, and many more, there are countless creative and innovative ways brands can connect with their existing customers and convert new ones.” Among the many advantages of a robust social media presence, Porteous includes affordability, close-knit customer service, targeted reach, brand community growth, and extended business hours. Some businesses may seem to be a more natural fit than others for social media, but the truth is that modern marketing almost demands it nowadays. But even if it didn’t, the creative potential in online spaces like these is enormous and can be much more interactive if businesses take the time to invest in its possibilities.
Collaborate with other businesses.
By working together and leveraging each other’s strengths and expertise, businesses can create new products or services that appeal to a wider audience. At first, collaboration may not sound like an act of creativity, but just consider how much brainstorming and innovative thinking it takes to bring two companies to a common goal. Sharita Humphrey, writing for America’s SBDC, says, “Collaboration can trigger innovation because everyone brings a unique set of skills, knowledge, approaches, experiences, and ideas to the table. Working together and embracing these differences can give way to new ideas through the combination of unique perspectives.”
These are just a few ways that you can take advantage of modern marketing strategies to implement creativity across all levels of your business. There are so many other ways to differentiate, branch out, innovate, rethink, retool, and reimagine your processes so that your brand becomes a market leader. With our many decades of combined experience, Optimize Tech Consulting is ideally positioned to help you get out in front and stay there.