Techniques & Tools
66% of respondents have a
creative process in their
business, even if some of
the anecdotal comment
“Creativity is not a process.
It’s a mindset. An attitude. It
needs to be in the DNA. So
the question should really be
about creativity as a culture.
It can be supported by processes but it cannot have a
process otherwise the concept of lateral thinking gets
replaced by boxed in thinking
or linear thinking. Contradiction!” Agency, India
Do you have a creative
process in your business?
Those agencies that have a creative
process are the ones winning creativity awards and rooting their ideas in
solid strategy. In particular, clients
expect a process, a way of arriving at
ideas. It is hard to think of another
fundamental business area where
outcomes are left to chance. If you
look at creative businesses and
unpick what they do there’s always
process involved, it’s not accidental.
Whether it’s creating an environment
where people are free to make mistakes like 3M or time for ideas like
Google, it’s deliberate.
Clarie bridges, Founder, Now go create
“The words 'creativity' and
'process' jar with each other
– every idea is and should be
conceived differently. If you
have a process, you're not
being creative.” Agency, UK
29 | creativity.holmesreport.com