We have visited the topic of creativity a few times on our blog. For many of us at Flow, where work revolves around writing fresh copy and coming up with cool designs, coding and strategies, the work is enjoyable. But being creative can be challenging.
So what fuels creativity? For me, creativity comes randomly – I could be laying my head to rest when I think of a cool idea for a blog, a Facebook post or a tweet; or I might be looking at someone’s features, admiring a pretty picture, reading a thought-provoking book, or simply taking a walk when an idea strikes.
A friend and former colleague, Roela Hattingh, who recently published her first book, Kamee, speaks about how she finds her creativity: “Around me, the everyday people of our beautiful country, the small insignificant things like the way different people make salad, or hang washing, are to me magic bits that make stories.”
Another colleague, Cassidy Parker, is a seasoned traveller and her storytelling technique is incredible; we all gushed over her recent blog about her solo trip to Iceland.
“I've always been stimulated by the unknown, by the unfamiliar, by finding myself in places where I don't recognise the food and can't speak the language,” says Cassidy. “Travelling, particularly on my own, has long been a great love, and time and again has given me the chance to prove myself to myself, and to learn how to overcome the inevitable loneliness and occasional fear that come with solo journeys.”
Creative expression for Cassidy “has always been complicated by feelings of self-doubt and inadequacy. But I've learnt that writing is like walking; you just have to place one word in front of the other. When the time is right, chances are you'll break into a run. In the meantime: travel, observe, eat, speak, listen. Feed your soul; eventually it has to be released.”
Strategist at Flow Janet Berger connects with her creativity by taking pencil to paper and translating complex strategies into simple, yet effective, story images. Janet’s creative hand is all over Flow, from the engaging infographic at our 10th birthday celebrations (she also plans Flow parties) to Flow stationery – including business cards.
Her class at our most recent term of Flow School was all about presenting creatively.
“Presenting creative in a logical and considered way that focuses on how it effectively addresses a client's concerns is the best way to get a proposal accepted, rather than with smoke and mirrors, vague suggestions and allusions. Logic tends to take subjectivity out of the equation,” we were told during the class.
Janet explains her creative method: “I'm a great fan of mind maps, where you allow your mind to wander all over the place, best done on a generous piece of paper with pencil and coloured pens to hand. On a page filled with scribbles and craziness, one or two great ideas may emerge. The rest may be nonsense, but sometimes allowing yourself to play and be nonsensical is the best way to let the creative beast out.”
So how do we help our creativity align with the brands we manage? We brainstorm!
“No two people's brains work in the same way, and when you land up sparking each other off at tangents, you get some interesting and unexpected perspectives on a challenge that may not have been the way your brain would have gone in isolation,” says Janet.
“When you find a colleague who you have a certain chemistry with, where you feed off each other’s thinking, you can get some fabulous results in a short space of time. The trick to good brainstorming sessions, though, is to be non-critical at first and to have fun; only later should you filter the nonsense from the valid and useful ideas.”
From my colleagues’ minds and methods, I have learnt that creativity is a beautiful, lengthy process, and is different for some people, and similar for others.
The common denominator, though, is to always just do it! And by doing more and more, you will learn what your process is and how to nurture it.
I look forward to growing my creativity. I hope you join me on this journey.