But working with a framework need not stifle creativity. Restrictions provide something to react against, or a tradition to break. The challenge is in pushing the boundary but not necessarily exceeding it.
Most people would agree that creativity means challenging conventions and producing, or being open to, new ideas. Of combining things that are not normally associated together in different or unexpected ways to create something new and exciting.
A good idea is a thought that may offer a new overview of a communication problem, or a starting point for a new solution. Often it adds something new to the message through the wording or design.
A successful idea captures attention and invokes an emotional response. It should be simple and clear and have the capacity for further development.
Practical creativity often follows a familiar pattern that starts with an insight to the nature of the communication problem to be solved, establishes and clarifies the goals that you are trying to achieve, involves a period of desk research or mystery shopping to understand the context of the problem and the target audience, before finally generating ideas and reviewing their value and currency.
Thinking laterally about applying new information or providing a different context to your message is important in creativity. Avoiding habitual solutions by finding a new perspective or angle on a familiar problem allows the creative thinker to see things in a new light.
But where do ideas come from? There are two levels of dialogue that can take place, internal within the creative mind and external with your colleagues. Unlocking those dialogues involves breaking strong forces of internal and external habit. Everyone must feel able to think and to voice ideas that may be unworkable or plain daft.
Tricking your brain into avoiding self-censorship for fear of criticism or rejection often involves using creative tools or role-play. These techniques may include;
- Brainstorming – Ideas by association where all suggestions are welcome
- Nine boxes – your problem in the middle, eight possible solutions around the outside. Take each idea in turn and repeat.
- Opposites – ideas using opposites and conflicts
- Six thinking hats – Edward de Bono’s classic methodology
- Sketching – drawing often triggers new ideas
- Starting at the end – work backwards to discover the prerequisites for success
As an untried solution to a problem, your idea only becomes meaningful when it is applied to the communication problem. But when your idea successfully addresses problem, is in line with the goal of your client, reflects the vision and values of their business and is capable of being deeply embedded in all communication channels, then you have your creative solution.
