What About Creativity?!


I have been in new business presentations where the senior person on the other side of the table has cleared his or her throat and asked if the people in our company are creative. That is a tough question to answer objectively. My best stab at it has been, and I suspect will continue to be, “I don’t know.” What I do know after 45+ years in marketing and communication is that I have worked with a lot of very bright people who, when you get them in a room with other very bright people, seem to develop some exciting, fun, powerful, and effective ideas that translate well into creative business executions. Repeatedly, I see where the group product always trumps what any individual can do. So while I cannot say I am creative, I can say I’ve been a part of or a contributor to many creative processes and it has been a whole lot of fun. More often than not, we have exceeded our objectives.



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