That Doesn’t Make You Creative
John Kovacevich
Founder & Creative Director at Agency SOS | A faster, better way to smart strategy & effective creative campaigns
You know what the world needs? Another article about CREATIVITY! (That's me being ironic, folks.)
Everywhere you turn, somebody is writing about how creativity can TRANSFORM your business or IS your business or DAMN WELL BETTER BE your business. And there are many, many people who are happy to tell you/show you/teach you how to be be more creative…for a small fee, of course.
Lots of it is fairly harmless and there are nuggets of good advice to be found.
But what makes me roll my eyes is the idea that only certain people are the TRUE purveyors of creativity. A creative type. The guardians of “the craft.”
My sensitivity on this may stem from the fact that I work in the advertising industry where “creative” is actually a job title. And I can’t lie: it feels pretty good when it’s applied to you.
But, it’s also baloney.
The label is often used to project power and status — to make a certain person’s ideas “more valuable” than anybody else’s and keep others in their place. It’s about protecting turf. It’s about ego.
Yes, some people are legitimately better at it than others. Real creativity isn’t a we’re-all-equal-and-everybody’s-contribution-is-just-as-good group hug.
But it’s also NOT a lot of the things that people hold up as markers of “creativity.”
So, for the record…
Your job title doesn’t make you creative.
Your clothes don’t make you creative.
Your haircut doesn’t make you creative.
Your tattoos don’t make you creative.
Your beard doesn’t make you creative.
Your glasses don’t make you creative.
Your piercings don’t make you creative.
Your industry doesn’t make you creative.
Your gender doesn’t make you creative. (Gah. Does that even need to be said?)
Your degree from portfolio/art/film school doesn’t make you creative.
Your skateboard/scooter/alternative mode of transportation doesn’t make you creative.
Your music collection (on vinyl, of course) doesn’t make you creative.
Your office decor/art collection/vintage movie poster doesn’t make you creative.
Your Cannes Lion/One Show Pencil/fill-in-the-blank-with-your-favorite-award doesn't make you creative.
Your media coverage doesn’t make you creative.
I’d even suggest that making something doesn’t necessarily make you creative. (Copying isn’t creative, it’s following a recipe.)
And for my money, I don’t think talent makes you creative.
What does?
Being “creative” is about doing something new.
And the best “creative” work changes something.
Period.
That’s a lot more rare than the zillion and one things most of us call “creative” on a daily basis. But it’s also a lot less exclusive than the output from one anointed group.
About the Author
John Kovacevich is a writer and creative director based in San Francisco. His norm-core wardrobe means that he's often mistaken for the account guy, which may explain some of his passion on this topic. He often writes about what he's learned during his advertising career and you can read 'em all (for free!) here.
Author: Powers That Be, Indonesia Welcomes You!; Editor Gapura Bali; Co-Founder Seven Stones, Mindset Trainer and Brand Director
7 年Well said john! I tend to think everyone is creative but not many actually really do stuff to make their creativity reality. Maybe it's about following through?
DoP, Video Editor & Line Producer at Moonkey Group | Creative & Marketing Agency in Bali
7 年I remember what Casey Nesitat said: if you?e doing what everyone doing, you're doing it wrong. and if you expect money from your 'creativity' it just dumb.
HR Consultant
7 年Well said John...
Global HR Business Partner - Gojek
7 年when creative definition being so overrated, John explain it in the simplest possible way. Thank man @John Kovacevich for writing. :)
Master of Ceremonies at ClaraTone Records - MusicPreneur - Clean Beauty & Health Consultant
7 年Creativity is about expressing yourself in a way that shares your observations in your own voice about universal truths. Creativity is so many things: the bouquet you pick for your sweetheart on a morning walk, the dish you make for you father in law's Birthday that looks like a flower made with colorful vegetables, everyone is creative, and I would venture to say there is not much new under the sun. But we are all creative, some of us have stopped acknowledging it, sometimes creativity is just learning to navigate what we are going through while adding joy to everyone we meet. Creativity is ways you find to embrace your day that also adds value to others and brightens their day no matter how big or small, creativity is adding our sauce to the mix. It doesn't have to be grand, samll things matter a lot.