Steven R. Van Hook, PhD
many people mistakenly believe they possess absolutely no creative
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
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
Management author and educator Peter
The aim of
marketing is to know and understand customers so
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.
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
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Communications & Business, and
taught MBA and undergraduate marketing
communications courses for colleges and universities in the
United States and abroad for more than a decade, and
developed more than a dozen courses with an
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