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Steven R. Van Hook

Creativity and the Creative Process
There's more to creating than simple creativity.
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 by Steven R. Van Hook, PhD

Steven R. Van HookSo many people mistakenly believe they possess absolutely no creative talents.

That is quite simply a false perception.

We all are constantly creating things all the time -- whether it is filling up the blank pages on a page or computer screen, or -- and not in the least -- we are all continuously creating our present and future.

Our creativity is a high-demand skill worth developing. We become especially valuable as we develop creative abilities and bring them to the table, coupled with an understanding of the challenges a company or society might face.

As management expert Tom Peters laments: The world doesn't need more leaders ... it needs more creators.

And, as is true with so many other aspects of business success, much of the creative process simply begins with understanding needs, hopes, fears, aspirations -- the mindset of your target audience.

Management author and educator Peter Drucker observes:

The aim of marketing is to know and understand customers so
well the product or service fits them and sells itself.

An advertising company owner says some of his most creative works comes from an effective blend of criteria: Research, Production, and Creativity.

Creative Process

First comes research and the critical gathering of information about the target audience, the product itself, and its place in the market.

Then comes an understanding of production requirements: Will it be a glossy ad in a travel magazine? A quick-glance billboard? Or perhaps a highly-visual and action-packed commercial on primetime television?

Finally comes a creative spark that ignites the total package.

And right there -- at the intersection where Research, Production, and Creativity overlap -- is the sweet spot of a successful creative message.

Be sure to watch the video below to see more about the creative process.

Creativity & Creative Process

You can find more articles on fundamentals of marketing and communications on pages here, and on our sister website

And visit our YouTube video libraries on Communications & Business, and Personal Development.

Steven Van Hook has taught MBA and undergraduate marketing 
and communications courses for colleges and universities in the 
United States and abroad for more than a decade, and has 
developed more than a dozen courses with an international focus.

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