What Does It Mean to Be Creative?

I’ve had the pleasure over the years to work with some extraordinarily talented people. Super creative, crazy smart and really great people. The industry is loaded with talent and at Webfor, we’ve been looking for ways to redefine what it means to be “creative”. It’s simple right? Creative people do creative things! … and what the hell is that actually? In the digital space, we often tie “creativity” directly with pretty pictures, graphics and color.

Creatives are designers, right? Wrong.

What does it mean to be creative actually? According to Google, being “creative” is…

Relating to or involving the imagination or original ideas, especially in the production of an artistic work.

So let’s break that down a little further, “involving imagination or … ideas.” Well, I’ve had those and so have you. Think back when you were a kid running around with nerf guns, Barbie dolls or hot wheels. You created your own world with toys using your imagination. We’re all imaginative at heart and as we get older that might fade a little bit, but it still means you’re creative.

…And, the rest of the definition, “especially…artistic work.” Okay, so that get’s more specific, but then one could argue the definition of artistic, which is…

Having or revealing natural creative skill.

Ugh, is there an echo in here?

Okay, so if being creative means having an imagination and being artistic means having the creative skill, I guess it comes down to understanding that we are all creative. At this point, you’re probably wondering where all this is going, and that is….

You already have a team of creative people!

Your designers, developers, client managers, content writers and other specialists are all creative. The sooner you understand that the sooner you can work towards incorporating their specific creative skills into the workplace. It’s not always possible, but you’re likely to get some of the best work you’ve ever seen.

via GIPHY

If you get to a point where your team works autonomously and can incorporate their creative thinking into day-to-day activities, then you’ll be on a path of bringing out each persons “best work.”

We love the “best work” because clients need it, even if they don’t want it.

Creative content, by our definition, is a hard sell for clients. It’s likely a much longer format with repurposed elements in the form of presentations, graphics and documents. Which means, everything takes a lot more time to produce. The idea, however, is to deliver consistently at this level and draw more users into a website. One really great creative piece can do the work of 100 higher-churn pieces produced over 5 years.

Thinking strategically and creatively elevates your game. Which is why I wish more agencies would operate and think at this level. Work to the strengths of your people and in return, you’ll get the creativity, results and team engagement that you’re looking for.

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