It seems that, nowadays, we just have to run around doing things as fast we can. Even more so in the creative industry, where if you slow down, someone else will come up with the same idea you had been working on for weeks, and you'll be all forgotten and sad.
We know all that. And even then, we advise you to do less.
The cycle of creativity
I bet you are familiar with the concept of "sustainability." Well, that also applies to your team and your own creativity. Inspiration is an infinite resource if you know how to regenerate it. Think about it as a cycle; you have an amount of inspiration and inputs from many things you have seen/experienced in your life. Then you start producing ideas inspired by them. Unless you take some time to stop and look for new inputs, you will run out of inspiration, leaving you with the same dull ideas.
Doing less and better
Having fewer projects on your table helps you focus better. It's not always about quantity, but quality. Competition is fierce, and the first is not always the winner. There have been many examples in history on how an improved idea won over the first one. If you don't have the time to do things right, you won't get the details tight.
Last but not least, the act of creating is exhausting. There is an inherent pressure on the fact that you have a limited time to cover your client's expectations. That pressure multiplies on every new project you take, as you start feeling more tired and less inspired. Again, the only solution is stopping, resting and doing less.
It's reality. There are days when you or your team will be feeling lazy, unmotivated or just not in the mood of going into the ideation process.
If you have been facilitating the creative process or in charge of a creative team before, you know how tough is to direct them without sounding like a dictator or killing their motivation.
It doesn't matter how well you prepare the exercises for your brainstorming sessions, if the team doesn't come with the right attitude, it will be a disaster.
It's 2017 and project managers still freak out every time they have to calculate how long it will take the creative team to arrive at a solution for the client's brief. We have all been there. It's an endless fight. So, is it impossible to calculate how long the creative process should last?
We all like shortcuts, especially if they can cut us unnecessary time spent in boring "creative" meetings. When it comes to creativity, we depend too much on the Eureka moment, but there are ways to get there quicker.
If you had been managing or working with creative teams before, you probably experienced some anxiety before brainstorming sessions. The question is always the same; Will everyone participate or just show up and be silent?
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