‘Creativity’ is not the miraculous road to business growth and affluence that is so abundantly claimed these days… Those who extol the liberating virtues of corporate creativity… tend to confuse the getting of ideas with their implementation – that is, confuse creativity in the abstract with practical innovation. – Theodore Levitt, ‘Creativity Is Not Enough’ (1963)
As a copywriter, the immortal words of Rosser Reeves always come to mind. ‘Creativity is the most dangerous word in advertising’.
And another great copywriter Gene Schwartz said of creativity vs connectivity:
Creation is a lousy word. It’s a lousy word that confuses what you really do to perform a simple little procedure. Creation means create something out of nothing… only God can do that
Let’s talk about connectivity – connecting things together. New means never joined before. The creativity is in your market and in your product, and all you are doing is joining the two together.
Of course this goes against the grain of mass popularity and Above The Line brand advertising. But that’s because of the lack of discipline, effort, and understanding of so called brand advertisers, short-copy copywriters, and general marketing managers.
Many years ago I read a book by Robert Fritz called ‘Creating’. I read his other books including The Path of Least Resistance for Managers (highly recommended).
In his genius body of work, Robert Fritz identifies an efficient process for innovation and creativity that protects against the danger warned by Rosser Reeves and Gene Schwartz’ of creativity easily extending beyond its validity.
Fritz identifies a clear-cut process that maintains a natural flexibility for controlling innovation. Get my Productivity and Efficiency Report for details.