Corporate creativity

When it comes to creativity I believe there is no such thing as bad taste or a wrong opinion.

There are merely views.

The person who loves Star Wars and the person who hates Star Wars are both right.

I think this gets forgotten when creativity enters a corporate environment.

In the typical business today the highest on the food chain gets the final say.

Therefore, in my opinion, only the designer and the Big Cheese should sit down and work it out.

But the typical process treats a creative piece like any other corporate project.

It has to pass every rung on the ladder before it gets to the top.

Including numerous middle managers and stakeholders having their say before it reaches the Top Dog.

As if all these rounds of approval before the Alpha sees it will give the piece a better chance of being approved.

It doesn’t!

If you flip a coin four times and each one was heads doesn’t mean that the fifth flip is any more likely going to be heads again.

The odds go back to 50-50 every single time.

The same is true for opinions on creativity.

They’re so unique that any previous consensus doesn’t matter.

In fact making changes for NOT the decision maker can be a complete waste of time because that could be the very element that the decision maker loves the most.