Stuck in the middle
Creative thought always has to be new, different and unprecedented. It requires completely new formats, content approaches, and narrative styles… This is a misconception; approaching creativity like this is a lot of work and tiring, very tiring.
For everyone who associates this with creative ideas, sit down and relax. The following might just change your world.
There’s no need to reinvent the wheel
Creativity can come from anywhere: people, places, stories, dreams. But true creativity has to educate, or it has to entertain. It has to stand out. But who says that this has to be new? Why cant we take a closer look at what already exists? We don’t have to re-invent the wheel, just tinker with it slightly.
Watch your competitors
Don’t get me wrong. This should not be a call to steal the ideas of others. At least, not directly.
Knowing plenty about campaigns, innovative formats and content approaches in your market can help enormously to develop your own ideas.
It’s not about re-using a successful campaign exactly as is, but about taking ingredients that you could adapt to benefit your latest campaign. In order to know what will be the next big thing, we have to know what is big right now.
I often find that developing a creative idea has a big stumbling block: knowing what’s possible (or not).
Nothing is worse than the statement “think big” without knowing what “big” can actually be. At least, that’s how it works for me. Anyone who has knowledge and experience with technical standards and tools can quickly be one-step ahead of the others.
Don’t believe that you have to do it all yourself. Instead, think about whether you can (re-)organise your creative process. Perhaps you could get experts on the subject to help you out?
Know what’s not working
Every creative process also benefits from realisations, even if it’s the realisation that your initial idea is stupid. No-one ever finds the perfect idea first time round.
If someone else has found that 60-70 year olds are not engaging with the VR experience, before deciding whether you should do it yourself, ask why was this? Can you approach it differently?
My advice is to keep an eye on the market, not just for the shiny examples but also for the less successful ones. These can provide inspiration too.