Recharge Those Batteries With Creative Thinking


Creativity is the engine room of marketing.

This is because creativity drives everything else around you. It drives your product development, your campaigns, your digital marketing and your strategy and your own well-being and your own personal development.


Creativity is vital for marketers. It can enhance your brand and help you find new ways to add value to your customers.


Creativity also works wonders with segmentation and lets you outwit the competition – because your competitors can’t emulate your creative thinking like it can with your products, for example. Creativity can make the job of marketers more enjoyable and more rewarding. And crucially, creativity can do wonders to your overall well-being and helps recharge those batteries.

What Is Creativity?

Yes, creativity has so many benefits. But first things first, what do we mean by creativity?

Personally, I see creativity as generating ideas. Nothing more complex than that.

Albert Einstein, who was a lot smarter than me, said “Creativity is seeing what others see and thinking what no one else has thought”.

Some creativity is based on little pieces of pure brilliance, but most is simple, effective ideas that no-one else had thought of.


“Creativity is seeing what others see and thinking what no one else has thought” - Albert Einstein

But I Am Not Creative

Now I have often had marketers tell me that they are not creative. This is absolute nonsense. Creative thinking is an important skill that we all possess. We are all creative. In our own way. Every member of the marketing department is creative and uses creative skills. And this applies to everyone full stop, not just marketers. Indeed, we all have tremendous powers of creativity and your brain is already working in many creative ways; you just take it for granted.


Barriers To Creative Thinking Creative thinking is simple because we can all do it. The trouble is, there are a lot of barriers in the workplace that prevent this from happening. One such barrier is self-doubt. Because there is often a lack of understanding about what creativity is, it causes people to doubt about their own ability to think creatively. They have pre-conceptions about who is creative and who is not. Yet we are all creative. It is a skill that cabe be developed, just like any other skill.


Fear is another barrier. People fear ridicule of their ideas.

And as Edward De Bono said, “The need to be right all the time is the biggest bar to new ideas”. So we need to banish such barriers and have creative courage. It is better to have a lot of ideas where only a small percentage are executed than harbouring an idea that can change the world.


“The need to be right all the time is the biggest bar to new ideas” - Edward De Bono

How Can I Generate Ideas? I am often asked, how do you come up with so many ideas. Well, I listen to people. I am an introvert so that helps. I connect the dots. But moreover, I use the power of Soft Thinking. This is something that chap Einstein discovered. Hard thinking occurs during the time you deliberately set-aside to fully explore a challenge or problem. For Einstein, he would pour over his calculations, covering everything he knew and having deep discussions with his peers. All this involved hard creative effort. He would then apply the concept of soft thinking, redirecting attention to something else, which was playing the violin or sailing - two things that he loved to do and could "disappear" while he was doing them.


So, if you are still harbouring any doubts about your creative abilities banish them and unleash your potential and enter a new dimension of creativity – the engine room of marketing.

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