We live in a GO, GO, GO world. The rapid evolution of technology has turned us into an "I want it now" society (Hello, Veruca Salt!). When I say I work in a fast-paced environment, I mean lightning speed. Like nothing you've ever seen. Everything is needed yesterday. First person to invent a time machine will make a whole bunch of money from my company! I kid, I kid. Let's get back to the story...
The scene: sitting in a conference room discussing a brochure for a product set to launch in October.
"YES!" I am silently screaming to myself thinking we have time to be creative and plan for this project. The meeting goes smoothly with no surprises and I have a vague idea of direction in my head. Then, as we are heading out the door, I ask "What's the deliverable date for this?" I hear the time-old dreaded response...
"How quickly can I get it?"
Big sigh. I know from previous experience this means we need to have the entire brochure written, created, proof and ready for print by the end of the week.
Yes, we can do it. No, I'm not happy about it. Why? Simple: my team needs time to create.
Creativity moves us forward and creativity takes time. If you have a basic, productive marketing department, you're not doing it right. Productivity gets work done in a short amount of time - that's okay sometimes. But if your team is missing time for creativity, you're missing the key to innovation and success.
Creativity propels us forward and drives the metamorphosis of your brand. In this day and age, we need to be constantly challenged, moving our products and marketing efforts to the next level.
How do we do this? We give marketing teams time to brainstorm, work together and present the BEST concepts they can. Unfortunately creativity doesn't have an on/off switch. Teams can't just say "Creative Powers Activate!" and produce usable, transformative ideas. Let the team take the time and sit with the ideas, let them ruminate and I promise you, you'll get a stunning result.
So, instead of asking "How quickly can I get it?" ask
"How much time do you need?"
Megan A. Dutta