In this edition of inform we explore the notion of creativity and have challenged our contributors to attempt to quantify what it is, why we do it and how it happens.
You might think, since designindustry has made certain claims to be facilitators between creativity and business that we have uncovered the creative Holy Grail � the creator�s intention for this human capacity and why she chose to curse some people with it and give others the ability to play the share market and understand financial statements. We are better to admit now that we are no further advanced than most in our efforts to provide answers to the questions we pose in this e-magazine.
However, we can say that because the designindustry team are a multi-disciplined group we constantly grapple with the creative dynamic, internally and on behalf of our clients. We take the view that to enhance the opportunities for creativity in society there is a need to learn to understand creativity just as it is to learn to understand a set of financial statements��this doesn�t make us a creative person anymore than the understanding of financial statements makes us an accountant.
Rather, it allows for a shared understanding that in turn allows for the creation of an end result that is far greater than the sum of the parts. Business people and creative types need to be able to establish a collective way to engage that protects the needs and concerns of both groups.
Let�s not attempt to dilute the expertise in either area by allowing everyone to think that they can become experts in one another�s domains. Why don�t we instead focus our energy on ensuring open and clear communication, adequate value placed on both sets of contributions and striving for a truly shared understanding � if not of the process, then of what each skill-set needs in the way of support to excel.
In our experience the pressure to deliver results in business too frequently precludes the time necessary to actively generate numbers of truly creative responses to the challenge and to objectively evaluate them before acting. We are therefore in a state of perpetual and frequently �blind� reaction.
When we consider the value in producing a market �hit�, is it not worth exploring how we might use the perspective that the creative process offers and how we can allow adequate time for this process to take place. Weigh that against the costs of a failed or mediocre product or series of products.
If we could guarantee a process that would produce a winner every time, wouldn�t everyone do it?
Therein lies the problem � there is no silver bullet BUT by allowing creativity the time and open space it requires to produce results and by combining creative talents with more linear thinkers, the synergies formed can produce an output far beyond what one of these groups can produce alone.
There appears to be no doubt that it is predominantly fear that holds us back, but what is this fear? It appears to be based in the fact that we have become used to living in a highly controlled and organised society where surprise is rare and frequently unwelcome. If we suddenly unleash all these creative type people and allow them to do their �thing�, won�t the result be chaos? After all, aren�t the linear thinking mainstream people the ones that have to clean up all the �messes� created?
Of course the same degree of unreasonable fear is manifest by creatives towards linear thinkers. Creatives have often worked so hard to validate themselves that they fail to realise the battle has moved on, or taken a different shape.
I have an artist friend who is burdened by the knowledge that they haven�t filed a tax return for years because it smacks of control. The more time that passes, the bigger the demon becomes. You would possibly be surprised to learn that the Inland Revenue Department (IRD) is trying to integrate more �right-brained� intuitive people into the organisation in an effort to better understand how people interact with their services. The IRD is only one of a growing number of organisations sensing creativity is of value but struggling with the dynamic.
Herein lies possibly humanity�s greatest opportunity � by each accepting and working to our strengths, the outcome can surely be something we never dared dream possible.
Dorenda Britten
Managing Director - designindustry
