IDA GAMBAN
Marketing Strategist | Creative Director | Copywriter | Photographer How to Live the Creative life from brainstorms to thunderstormsHow to spot a great creative concept.
First of all, you recognize it as something different. The idea can be shocking. It can be simple. It make you laugh. And it can even make you afraid, simply because the thought of sharing the idea may result in your team giving you funny looks.
But that’s where the magic begins.
The goal of being a creative, whether you’re part of a B2B high tech marketing department or a creative ad agency—or you’re working for yourself as an artist, storyteller or photographer—is to share a fresh perspective that moves your audience.
As a marketer, this means pinpointing a unique idea for anything from a tagline to a campaign that gets your audience nodding, “Yes, that’s me. I understand. I can relate. I completely buy that.” And, they do just that—they buy your product or service. You have provided a revelation, which is a far cry from rejection.
As an artist living the creative life, offering a fresh perspective means being authentic. Art lovers looking for ways to connect and enjoy the world around them often seek fresh voices. So by being uniquely you, you give yourself the opportunity to be discovered—to move your audience in a way they’ve never been moved, and to even become someone else’s inspiration.
Of course, there’s much more to knowing when you have a stellar creative idea. Years of training happens first in schools and through self-study, just so you can understand the process of developing ideas. Having years of career experience also helps hone your creative judgement—as does staying curious about the world just to keep your thinking fresh.
Most important, the smartest way to determine if your creative idea is fresh and impactful—whether it’s for a Super Bowl ad campaign or the local art and wine street fair—is to never stop pushing the work. Use every bit of your talent, instinct, education and drive to polish those nuggets of ideas that truly excite you. The good ideas will shine and will fascinate your audience. You’ll feel the “rightness” of the concept because it rings true down to your bones. And that’s one of the fun parts of being a working creative!
Stay fresh. Be original. And stay tuned for more on the strategic art of creativity in marketing and in the creative life.
BRAINSTORMING
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An Example of Creativity in Photography
Being creative doesn’t just happen from 9 to 5. When I’m not developing creative campaigns, I often travel to the national parks, seascapes and rural areas to make landscape photographs. I shoot my photos with my trusty Nikon D810 camera and have a lot of fun doing it. I’m inspired when I’m out “chasing the light.” And when the light hits the landscape just right, the images can be spectacular. My goal is to capture the emotive beauty of nature so that people can feel more connected to our planet. My hope is that they also feel inspired to take better care of our earth’s wildlife and natural resources.