The Musings Of An Opinionated Sod [Help Me Grow!]

I know there’s a bunch of people who like to claim otherwise, but they’re wrong.

More than that, creativity can help business make money in ways traditional approaches can’t.

Be it distribution, market share, heritage, price-point, tradition, routine, apathy, complexity and god knows what else … creativity always finds a way because – as Martin Weigel and I explained at Cannes back in 2023 – creativity can do what logic can’t.

This blog has literally thousands of examples of it.

From making me, a teetotaler, buy alcohol to making a print ad, produce sound waves to making pasta look even more beautiful than it tastes to making drinking beer from a bottle, an act of love … to helping shelter dogs become adoptable dogs, creativity is a beautiful and powerful thing.

But here’s the thing …

Creativity may always start with the mind, but it needs to be turned into something for it to change something.

I’m fed up of hearing people talking about creativity rather than doing something with it.

Or about it.

Sure, you can argue talking can also bring change … but to me, that’s a cop out.

Creativity needs to be allowed to make an impact.

It needs to be allowed to grow into something powerful and interesting.

Because if you inhibit that, you’re not ‘being safe’, you’re taking the biggest gamble of your life.

History is littered with examples of success that could never of happened or imagined without the influence of creativity.

Creativity helped make hundreds of millions want to become an athlete.
Creativity helped make Americans try sushi.
Creativity helped make the best selling calculator of all time.

For all the consultants out there, flogging their self serving, one-size-fits-all systems, frameworks and models … the inconvenient truth is this.

Business needs creativity more than creativity needs business.