The Real Enemy of Creativity: Time
Stephen King once said, "Sometimes the greatest enemy of creativity is not a lack of talent but a lack of time." This sentiment has resonated with me, especially through my recent engagements with clients.
In our professional lives, we often prioritise tasks that directly affect our compensation or performance metrics. This focus can sometimes shift our attention from the quality of our work to simply completing tasks. This is true when building propositions and creating marketing copy, where the pressure to deliver quickly can overshadow the need for thoughtful content.
Among both vendors and partners, I notice this challenge—there is a wealth of talent, but time is limited. Few organisations have dedicated copywriting teams, and even fewer extend these services to their partner community.
Crafting propositions and copy differs from the work of a novelist, who might draw inspiration purely from within. In our field, inspiration comes from a deep understanding of what a product or solution can offer the customer—insights gathered from both clients and our research, focusing on how it meets market needs and stands out in a crowded marketplace.
By engaging with us, businesses can overcome these time constraints, ensuring the delivery of impactful content that truly resonates with their customers.
Throughout the process, our primary goal remains clear: to help customers achieve their objectives, effectively articulate value, and simplify their decision-making process.
On my website, I talk about our approach in more detail:
If you want to talk in person, please reach out.
Craig Menzies
Director of Creative Strategy & Copywriting