Creative Mornings San Diego is a “breakfast lecture series for the creative community.” The monthly events are free and provide a perfect opportunity for individuals to network, learn, and be inspired, which is, of course, made easier with donuts and coffee.
Each month focuses on a different theme. For September’s Creative Morning, photographer Scott B. Davis took the audience on a visual journey through his career, as he spoke on the theme of “magic.”
What is magic, and why does it matter? Magic, he said, is making the invisible visible. It’s looking at a seemingly ordinary thing and looking at it a new light to make it extraordinary.
So, what does this have to do with marketing?
Pretty much everything. Despite the parameters and limitations we have with regards to being marketers, e.g. algorithms, word count, image size, campaign length, budget, project scope, etc., etc., etc., a marketing team is nothing, if it’s not creative.
Let me repeat: a marketing team is n-o-t-h-i-n-g, if not creative.
Creativity is what makes an image pop, a story connect, a campaign succeed. Even if forgotten due to higher priorities, it’s always lingering, hoping to be tapped into. It’s a good reminder in any business to allow room for our creative selves. It helps boost productivity, efficiencies, and a-ha moments.
But you have to be willing to act a little nuts first.
Be Willing to Get a Little Crazy
One of the takeaways Davis gave the audience is the advice of “creativity means being a little crazy.” He says there are generally two ways to approach things: logically or illogically. He tends to go the latter.
How does it help? It promotes out-of-the-box thinking, fresh perspectives, and a driving force behind an otherwise stagnant marketing effort. That’s why the idea of a team is important to allow for “illogical” ideas to be shared, while “logically” determining how they can be executed in a meaningful way.
Practice Being Bored
Davis encouraged us to be bored, which seems counterintuitive to creativity, but in reality, inspires it. We are in the digital age where is there is constantly something to capture our attention.
Are all of those somethings really anything or are we idly wasting our time? We don’t take time to just sit anymore. When our brains are going a mile a minute, it’s easier to feed it with unnecessary information and concern. Sometimes the best answer is to simply do nothing.
Make Time for Creativity
Can you think of the last time you were creative? When did you last draw a picture, write a story, snap a few photos, or play an instrument for fun? Not because you were tasked to or for branding purposes, but because you felt inspired to do so?
While there doesn’t ever seem to be enough time in the day for creativity, it doesn’t have to be an all-day affair. It can be as little as 10 minutes a day. Let your mind be free on creativity, even if in short bursts of time.
To sum up Davis’ central point: if you’re not incorporating a little bit of crazy-thinking creativity into what you do, then forget about feeling anything that resembles magical at all.