FIVE CREATIVE MINDSETS (TO SHIFT).
Mindset #1 (to Shift): Create for Gen Z, Millennials, Tech, et al.
Please, no. In trying too hard to be au courant or category-conscious, you can fall into the rut of pigeonholing and demagoguing on demographics. Human beings tend to be a beautifully messy, mixed bag of, well, humanity. Know the data, yes, but look at the Person between the impersonal big data points.
Mindset #2 (to Shift): Make it More Human.
Uh-oh. If you start with having to “make” something more human, you’re already down the rabbit hole of being less than human. Draw a line from your Brand Position to your customer. On that line, write the traits and values your brand stands for. Then create your customer experiences.
Mindset #3 (to Shift): Present a Bunch of Options and Let ’em Pick One.
Um, nope. Not if you intend to get stuff done faster and smarter than the competition. Not if you’re experienced and know how to get it right the first time most of the time…and course-correct in stride when you don’t. Steve Jobs said about the designer he hired, Paul Rand, “I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you. And you will pay me.’” The best creative directors are valued at C-Level as much as by their creative teams, because they first and quickly assess multiple concepts with their team, then present just the one that solves the problem the best. And get to it, to get it out there, making sales.
Mindset #4 (to Shift): Just Do It.
Not quite. You’re building an idea, and ideas don’t always live on a linear timeline. The world and time impact you in an unpredictable randomness of ricocheting ideas that come together in one great creative solution. Great creative leaders are the experts at this keeping-it-weird process — and being the master of it. Result: Teams “Just Do It — better” and get it right faster.
Mindset #5 (to Shift): Get Over Your Self — Move onto the Next Project Already!
Not yet! You just created and built a beautiful thing out of nothing that will serve the many. Go ahead and be a bit full of your Self — and celebrate your teammates’ Selves.
