creativity in a people-driven economy
Creativity is one of the things that I keep on repeating in my talks on business and how to grasp being a company in something that looks more and more like a people-driven economy. I personally think It’s dead-exciting but there’s so many uncertainties that makes people freak out and maybe not make great choices when it comes to creativity. Even though I have told you over and over again (in e-books, books, though videos and tweets) – what really drives an online identity in a people-driven economy is the same things that adds up to what I call “rockbandism”. Authenticity, Trustworthyness and Remarkability (if you haven’t read my ebook on “why every company should be a rockband” you should download it now and find out what you need to work on in your company to rock your online identity). To me, these are the big magic three when you are talking online identity. But sometimes we tend to get so focused on the tools. Forget about the tools. To me they are not that important. They are great. but – not key to success on them (whatever you define it as)..
What really is key is creativity. A word that’s really diffuse and has so many different meanings depending on in which context you are talking about it. To me, in a context of a people-driven economy it means that you need to do something different than other people are doing. Or other companies are doing.
I am actually writing this blogpost to revolt against the time and time again that I have sat at a table and talked about rockbands and great content and proactivity and all these wonderful things I have connected with dots inside my head that I truely believe my clients can become or rock. And how it sometimes seem like they aren’t ready for it. Sometimes I leave projects because the identity and what the company is bringing to the table is not a great vision, is not creative, but ends up as a competition, a bunch of celebrity endorsements or worst case scenario a textpage in addition to a facebook page – that you get to visit first. It represents the brand and tells you to sign up at the newsletter or visit a website. it’s the same old thing in a new social context and it doesn’t work. Not for me at least. It stops me from sleeping at night.
Is this the creative promise-land ? is this why I have kept teaching companies about the social web ? So that we can give people competition, celebs and textpages to reel them in as fish to our websites. NO. I have kept teaching it because i truely believe that getting creative and grasping the people driven economy will make you better as a company. It will make you happy. because you will learn how to relate to other people, and you will learn how to be authentic and cool.
Creativity to me is to turn things upside down and do stuff that matters to you. It’s business unusual . it’s involvement – and it’s dead important to me, and it’s a good idea to make it important to you as well =)
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