Wednesday, October 18, 2017
We don't go to "creative" school, we aren't taught how to think like innovators, nor are we equipped with an effective set of brainstorming tools. It's difficult in a group setting, and seems damn near impossible while flying solo. Creativity is a necessity for us all, yet there really aren't resources out there that delve into a more meaningful process.
Creativity in the workplace, is even more rusty— it's only dragged out of the closet when it's necessary, and it only comes in the form of pressure to deliver a solution that is directly tied to your job performance. Typically you're tasked with a problem, maybe with a brief, or maybe just as a passing favor from a co-worker. "I want you to take point to solve X, so we can do Y," they say. So you schedule a meeting with the people that you think should be involved in solving the problem.
Everyone shuffles in; their body language all but groans at the task of "brainstorming". Everyone sits down, and you kick off the meeting with a loose "fun" interpretation of the brief, trying your damndest to cut through the "corporate speak" and spark something in the process... and while you yammer away, maybe one of your more trigger-happy team members volunteers to commandeer the whiteboard and wield the almighty dry erase marker (you don't know it yet, but they've cleverly worked themselves out of having to come up with any actual ideas during the brainstorming session).
So your self-appointed Whiteboard Ambassador kicks things off writing maybe a single word on the board, or a question with an ornate question mark. "How do we solve X?" And then, the room falls to silence. It's uncomfortable as hell, and no one knows what to say. So you jump in and make a joke recognizing the awkwardness. It diffuses the tension, but still no one talks.
This is not creativity. This is a drudge toward a dark cave where you're forced to tap dance in a sequenced jumpsuit for a one-man audience consisting of a sweaty, one-eyed pirate that's paying more attention to his phone than to your display of talents.
So how do we solve X, so we can do Y? I've been asking myself that question the last few months as I dive more into my new found role as "Creative Director", in order to educate, facilitate, and foster the baby unicorn. The variables of "X" and "Y" change on a daily basis, but I think right now, X is a Creativity Desert, and Y is the Oasis of Innovation- full of bountiful ideas, preparedness, and an eagerness in each team member to contribute. I think I'm onto a more meaningful process, but time will tell.