YOU ARE NOT CREATIVE: Part, the first
If you've ever said “…but everyone is creative”, you're marking yourself as someone who believes they don’t need Creatives. That they don’t matter. They are no longer of any use.
But if you can do it – if everyone can do it – then why are Creatives still here?
Because those four words are an outrageous lie.
Sure, in the broad context of being a human, everyone is creative in some capacity. In that context, yes, everyone has the ability to be imaginative, have original thought, be artistic, inspired, visionary or clever.
But in the context of our jobs, our professional skills, that thing we each get paid for every single day against the pressure of deadlines and the demand of staying capable and trustworthy, brief after brief …
NO, you bloody well are not creative.
Those four little words contain so many powerful sentiments, they are an earthquake that shakes the very foundation of our industry. They are misplaced, misrepresentative, offensive and ignorant. That little phrase is dismissively hurtful and an egregious chimera.
Because it says so much.
About those who say it, about our industry, about the understanding of what it means to be creative in a professional capacity, and of the very nature of being creative day-in, day-out.
Read the full version of this article at Adland Is Just A Land, and find out why those four little words are eroding our industry. And they're also utter bullshit.
Interesting- just read a similar post on Ad Contrarian's blog. Seems to be a theme in the industry right now. I like it. But also hate that the reminder is needed.