The Common Creative Episode 4 “Shampoo”
What is the role of creativity in the cut-and-thrust of the business world? In this episode, Chris Meredith shares a story about his experience as a junior brand manager in charge of a shampoo brand. Despite having a creative idea to boost sales the idea was squished by the all-powerful Marketing Director who explained that ideas like that are not what we do around here.
The creative lessons for business are:
Sometimes without even knowing it, businesses kill creativity.
For creativity to work effectively, it pays to start out by understanding the existing rules (“How we do things around here”)
Once an idea has been created, gain traction by allowing colleagues to explore it and play with it. (Play is an important tool for creatives)
Don't get too attached to your own ideas. Once a team gets to play with an idea, it will alter and change - so don’t be defensive and protect the original concept.
Links/References:
Silvikrin Shampoo
https://www.wella.com/international/about-wella/silvikrin
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