Innovation is creativity with a job to do.
Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
By night I write and illustrate this comic strip and write fiction. By day I produce creative content (videos, graphics, websites) for local businesses in Sanford and Central Florida and offer common-sense business consulting to people just starting out. To say I'm biased towards creative would be a gross understatement. However, the amount of times I cross paths with people who FUNDAMENTALLY don't respect creative is flat-out nauseating. So when I put together my top five rules to build your business on, respect the goddamn creative easily ranked number 1.
Here’s the deal: you’re not going to run a business in 2015 without a website. And even in 2015, you still need a business card. Odds are HIGHLY likely that you’re going to advertise your business in some fashion or another. And, let’s face it, you’re REALLY likely to invest some iota of time into social media strategies and campaigns.
Creative is the backbone of all of those things, from a compelling business logo to a nationally-aired tv commercial (not that that’s a great idea, but more about that later). And whether you have the mojo to produce creative yourself or you hire someone like me to take care of it for you, it is vitally important to give creative the respect it deserves.
Creative tells a story. Not just in an overt, here’s-a-funny-story-for-a-commercial kind of way, but in a subtle, refined way that some people might not even notice. It tells the story of who you are as a business. It tells a story about what you value. It tells a story about where you're going and how you're getting there.
Your creative is your brand. It’s your identity. If you’re not sure how to respect creative, at least respect the identity of your business. Because when you respect the brand that you’re putting out into the world, you usually have to respect the creative behind the branding, and in the long run, your customers will respect you.
And that’s my point: this is YOUR business. It’s YOUR identity. You already want it to be successful, otherwise you wouldn’t be reading these words. So respect your goddamn creative because it'll make or break your business.
The anguished musings of a jack-of-all trades creative professional based out of Longwood, Florida. Find out more about him here. You know, if that's your 'thing'.
Most of my production music is original but if I need something extra-special, I usually get it from AudioNautix.com: