It means something completely different to each client.
To one it may mean, “I want the same as my competitors but different.”
To another it may be as simple as wanting a new jingle.
To another it means, “Give me the same as we’ve had for the last twenty years, but not quite.”
99% will want something that they recognize from experience.
Only one in ten thousand will really mean, “Give me something I haven’t seen before.”
So before you make your pitch, find out exactly what your client means by the word ‘creative’.
It’s probably different from your definition.
Excerpted from It’s Not How Good You Are, It’s How Good You Want to Be, by the late Paul Arden, published by Phaidon.
Resources on creativity:
Ken Robinson says schools kill creativity, on TED
Creativity: the Least Important, Most Important Thing There Is, on Lateral Action
On Creativity, on A List Apart
The problem with creativity, a guest post on Logo Design Love
Creative Edward de Bono quotes, on davidairey.com
On creative block, on davidairey.com
Michael Wolff on creativity, on davidairey.com
Image via Thinkstock