What about creativity?
In all those exciting years of working in the worlds of advertising, charity and media I have it me
never wondered. I got the question:
"But Charles, how do you make that up?" I usually said:
'Ordinary. You get a briefing, you start thinking about it with your colleagues and… it will come.'
That's pretty vague, but I just couldn't explain why it happened and how it worked.
Learn as a creative director I unconsciously live up to my name, because I guide people to a higher level and creativity is the ultimate fuel.
It became exciting and challenging when I was asked not long ago to raise the creative level of a creative department.
I started in good spirits , but ran into the power
of an army of marketing people and their captains.
An important lesson, I realized that my
way of thinking had to be more businesslike, more tactical, more flexible and even more playful.
What I always did: Battled my choices.
It was advised: choose your battles wisely.
How does such a process work? How do you fight for creativity
and what is that thinking Can you learn it at all?
Yes you can and yes I taught you how to do it
to explain.
Stronger: being creative is easier than you
thinks. It's you probably regularly.
You just don't use it consciously yet.
It starts with understanding what it is.
Explore, surprise yourself, be open and know: there is not
one way of being creative. There is always your way.
Come with me on a journey of discovery.