The Process Paradox: Balancing the Structure and Creative Freedom for Optimal Results

How Overly Prescriptive Processes Can Stifle Creativity and Hinder Business Success

We often hear about "streamlining processes" and "improving efficiency." But what does that mean? And how can we make sure that our processes are helping us, rather than hindering us?

The Tail-Wagging Conundrum

To me, a process is like a dog's tail. It's there to help the dog to express itself, but the tail shouldn't be wagging the dog itself. In other words, we shouldn't try forcing our businesses to fit into rigid processes. Instead, our processes should be flexible enough to adapt to the changing needs of our businesses.

The One-Size-Fits-All Fallacy

One of the biggest mistakes we can make is assuming that a process that works for one part of our business will automatically work for another. Just like a dog's tail wouldn't be very useful on its head, a process that's designed for manufacturing might not be appropriate for marketing.

For instance, imagine a company trying to apply the same rigid process used for creating technical documentation to develop visual content materials. While the technical documentation process might prioritize clarity, accuracy, and consistency, these qualities alone wouldn't suffice for captivating visuals. Also, the brand guidelines process, ensuring brand consistency, is crucial, but it shouldn't confine the visual creativity needed for impactful visual materials, such as the use of assets and resources that are beyond the brand books and brand repositories.

This mismatch highlights the fallacy of applying a single process across diverse creative endeavors. Just as a technical writer wouldn't use the same tools and techniques as a graphic designer, different creative processes are needed to achieve different outcomes.

The Creative Quandary

This is especially true in creative fields like the arts. While there's room for standards and guidelines, we must be careful not to stifle creativity in the name of process. After all, the whole point of art is to express ideas uniquely and engagingly.

For instance, a movement artist might have a vision for a piece in art. Still, if the artist is forced to adhere too rigidly to a set of steps and movements, the performance can feel lifeless and mechanical. The true magic of dance lies in the artist's ability to interpret and infuse the choreography with his or her own personality and emotion.

Similarly, in visual art, a designer might have a specific brief to follow, but if overly prescriptive processes constrain them, the final product can lack originality and impact. Great design often emerges from exploration and experimentation, where the designer is free to push boundaries and challenge conventions.

The Bottlenecked Brainstorm

Imagine a creative team struggling to come up with new ideas. They've tried brainstorming sessions, but they always get bogged down in the same old patterns. The problem is that they're so focused on following a rigid process that they're not leaving any room for spontaneity or inspiration.

The Solution?

Loosen up the reins a bit! Encourage the team to experiment and take risks. Let them step outside of their comfort zones and explore new ideas. You'll unleash a torrent of new and exciting possibilities by giving them the freedom to be creative.

It's worth noting that while flexibility is essential, some level of structure and guidelines can still be beneficial, especially in larger organizations or complex projects. The key is to balance process and freedom, ensuring that processes support and empower you and your teams to achieve their best work without stifling their creativity or initiative.

By being flexible and adaptable, we can ensure that our processes are helping us to achieve our goals rather than holding us back. And remember, sometimes the best way to find a new idea is to simply let go of the old ones and see what happens.