I saw this quote by David Thoreau recently …
“It’s not what you look at that matters, it’s what you see.”
I have to say I love it because in some ways, it’s the best definition of creativity – and, to a certain extent, strategy – I’ve seen in ages.
Of course our job is to help clients achieve their goals.
Help them succeed in ways that are better than they imagined.
But too much of what we are doing is solving problems laterally rather than literally.
Or worse, simply executing what the client wants.
For me, the best creativity makes people think, feel, question … and to do that, you need people who see the World differently so that they can see what everyone else is just looking at.
Revealing possibility rather than reproducing what everyone already knows.
And doesn’t care about.