“I Just Don’t Like It.”
Subjectivity.
How can something so helpful to the creative process, also be so harmful to the creative process?
As we all know, creative ideas require stretching beyond the literal and obvious. That requires a degree of freedom from the tyranny of objective facts and purely rationale appeals. So, as creative people we often embrace a more nuanced approach to the specifics and let our imaginations run free. Then, when we have an idea that works, we share it with the world.
And that’s where opinions start to wrestle.
Sadly, in my experience, our opinions carry no more weight than anyone else’s. But I also think I know why we believe that they should. It’s simple really. Our point-of-view is based on the desire to make something we have imagined come true. Almost all other opinions exist to make certain that that vision is not realized. To me, that makes ours more pure.
I think the problem is rooted in the fact that there is one emotion that dominates most business decisions: fear. And the result of this is no one being willing to take the risk of imagining anything at its best, or being so bold as to voice support for a new idea, or, God forbid, approving something without broad consensus. Now let’s be clear, no one will ever admit this. Instead, they will hide their fear and timidity behind a subjective, unexpected, curve-ball comment that is impossible to prove or disprove.
Often, the result is that any positive momentum for a brave idea is squashed and replaced with a never-ending series of compromises, that lead to mediocrity. Turn on your TV if you need any further proof.
Okay, enough bitching, how do we prevent this?
No, seriously, how do we prevent this?
I need to know.
Cheers.
- Craig Crawford
The best thing to do is replace fear with trust.
It isn’t easy, but if you can get work through in spite of fear, and the good work is allowed to do its thing in the marketplace, then trust will build.
The problem, though, is that clients turn over so fast, that once the trust is built, they (the client) inevitably disappear.
How do we prevent that?
You hit on the real issue: motive. Talented creative people want nothing more than for the work to succeed. To get people’s attention, for the right reasons. It seems most account people and clients are more concerned with not failing. The goal of not failing never ends in success. Ever.
Craig,
I have no idea. The best advice I have is to assume the worst then find assignments that are on the edges of peoples radar and turn those into unexpected gems. In this approach you stand a chance of doing great work and making alliances one person at a time.
Ad Scribe,
You nailed it. Not Failing is not the same as Succeeding.
Craig
Hi, Craig.
Again, good point, great article, tough question.
I guess “liking” is about taste. And “taste” is about knowledge, culture, repertory, experience.
So, do the people who approve advertising have them all?
It is very uncommon.
(If you have some time, take a look at The Black And White Theory article that I posted some days ago)
Then, “how do we prevent this”? Stimulating maybe? Sharing experiences, cases, references?
Promoting sessions and discussions about some good films? I was in a session like this once with some clients and it was very productive.
Maybe involving them with creative stuff – not only advertising.
Building a relationship with not only politics, but confidence.
Sounds patronizing? Naive? I know.
Maybe there is not a right answer for this question.
But probably it’s time to change our way to look at ourselves and at this problem too. It can be a beginning.
Congratulations again!
All the best,
Fabio
Fabio,
Once again, thank you for your thoughtful response.
You are absolutely right about engaging with clients and even agency people, and exposing them to inspiring, enlightening culture.
I really wish we could find a way to build this kind of thing into our usual process. That will be one of my missions in the New Year–figuring out how to do just that.
Have a great Holiday and an even better 2010.
Craig
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