The Nomad Guide To Creativity

Medium 2019-06-11

People talk a lot about creativity in the agency and marketing world. It’s generally considered to be a good thing but often conflated with craft, especially in agencies that have a department called ‘creative.’ When we speak and consult on creativity, we clarify that we don’t mean art, (or only art) and that we believe everyone is creative, or has the potential to be. It’s not a talent, it’s a way of operating, to paraphrase John Cleese. Art is both tangible and abstract, which makes it a convenient medium to explain how creativity works, but it’s not the sort of thing most of us do everyday. Most people, regardless of their job title, are looking to solve some kind of problem in order to make money from other people.