What Can We Do to Be More Creative Today?
“But, Mr. Cat in the Hat, creativity did not begin with your fun photogenic sales and marketing presentation today. Creativity began in your fun factory 10 months ago—
shaping consumer demand, or lack of it.”
Perhaps fun in business realized across the cold or torrid steel of a P&L is all about creativity. Today, the art of creative push and pull has been altered, tamped down by exacta-algorithms, by measured digitization across every aspect of the sales and marketing process. Through today’s smart, hyper-metric realities, creativity needs to be emphatically effectuated throughout each stage of your product’s life cycle.
After all, creativity allows any brand, any product, to escape the predictable. The predictable, so say retail merchants, consumers, analysts—and sluggish sales results—is: “Your price is too high, your product is too slow, your brand is too weak, your bundle is too soft, your marketing is ineffective.” Translation: “Your creativity, enveloped in 1. product design, 2. packaging, 3. pricing, 4. advertising, 5. positioning, 6. brand effectiveness, is feeble, is arsy-varsy—based upon 10 minutes of Cloud-based sales results. Something needs to change, Mr. Brand, or we will need to change our product lineup.”