You know there are many talented creative people out there in different advertising agencies, web design studios and in any kind of media planning companies. But being creative is not enough. Same as being a good project manager is not enough by its own. We understand very well that creativity without a solid planning and a realistic way to implement whatever creative solution you may have is useless.
Success is a combination of many talents and skills combined and managed in a way that none of them affects the other.
A lot of people use terms they don’t understand (like “creativity”) a lot. They are blind to its concept but never the less demand it from the designers and the team that is working for them. Of course it needs to be there, but it should come from the team of professionals working on the project. Our structure is build based on that principle – many talented people with great creative and applicable ideas broth together by strong planning and project management and team leading. You need a lot of experience in web design, usability, user experience and overall understanding of what business is to make the right planning and finally a great end product for your customers. What is a successful project? Is it the one where your customer is satisfied? Or is it when the website you build starts bringing your customer revenue faster than he thought possible? In most cases your website is not an expense it is an investment. A well developed, designed and structured website is a good investment because in near future it will bring all your money back and then some. We like to give free consultations to our possible clients every time they come to us. We advise them on what is well spent on the market at this time and what could give their customers benefits and make them use their services more.
How is Creativity Defined?
Given its attractiveness to the broad community of scholars, it is not surprising that there have been many attempts to define creativity. Starting with the basics, the Oxford Dictionary defines creativity as “the ability to produce new and original ideas and things.” This sounds reasonable. However, it does not really help a planner struggling with legal regulations and financial rules, as well as political and community sensitivities and considerations in his or her day-to-day work. Whenever he creates new plans or develops new approaches to solve certain problems, he is soon reminded not to forget about the feasibility of the original idea.
One can define creativity as the “mental phenomena, skills and/or tools capable of originating (and subsequently developing) innovation, inspiration or insight. Pop psychology generally may associate it with right or forehead brain activity or even specifically with lateral thinking.” (Wikipedia 22.07.2005)
Creativity is a buzz word in the media and advertising industry today. Popular business journals and marketing brochures are full of references to creativity. When a global corporation like Canon markets creativity as its key competence, they want to convince the reader that the corporation is investing much time and money in innovative, leading-edge technologies and products. Investment in creativity pays off:
Another definition comes from the US creativity guru Edward de Bono (de Bono 1992: 2): “Creativity is a messy and confusing subject and seems to range from devising a new toothpaste cap to Beethoven’s writing his Fifth Symphony. Much of the difficulty arises directly from the words ‘creative’ and ‘creativity’.
At the simplest level ‘creative’ means bringing into being something that was not there before. In a sense, ‘creating a mess’ is an example of creativity. The mess was not here before and has been brought into being. Then we ascribe some value to the result, so the ‘new’ thing must have a value. At this point, we can begin to have artistic creativity because what the artist produces is new and has value. We now have the notion that creative output should not be ‘obvious’ or ‘easy’. There has to be something unique or rare about it. Exceptional craftsmanship would fit here.”
From a planner’s perspective, one could add to this definition that a creative planner also has to be an urban or regional guerrilla in order to undermine established bureaucratic and political agendas.