January 16, 2010
iTHINK – STRATEGIC CREATIVITY
I have a highly developed process of reflection and analysis with which I approach every project. It’s my way of ensuring that I do due diligence to the challenge that has been set before me. It’s called a Truthtych. It works like a distilling funnel. I throw everything that’s even remotely relevant in one end, crunch it down with some serious thinking, and extract a pure piece of distilled insight from the other end - a primal discovery that I call the Essential Truth. That truth then becomes the touchstone that guides the creative team to the solution. Simple, logical, and strategically sound. And, incredibly, it works.
Here’s some further reading that will explain:
THE TRUTHTYCH™ - One of the realities of business is that when opportunities arise, they’re often cleverly disguised as problems. However, it’s brain more than brawn that has propelled primates to the top of the food chain. The Truthytch is the philosophy of thinking that lies at the core of my work.
AESOP’S STRATEGY - “They who act without sufficient thought will often fall into unsuspected danger” The moral of Aesop’s fable – The Dog and the Oyster – is about the importance of thinking before acting. That’s strategy in a nutshell.
CHASING BUTTERFLIES – The Creative Process - For one, imaginative moment think of creativity as a butterfly. It’s elusive, and hard to grasp. It flies into your field of view, and then flits across the landscape, alighting for just a moment here or there. To capture it, you need a net. In the discipline of commercial art, creative process is the butterfly net.
THE RED BOOK - This is the book about the house that Bill built – Microsoft’s home computing business. It’s a well-described example of a process for strategic creativity applied to a 5-year long Content Marketing project on the Internet called Microsoft Home Magazine.
A HAPPY EXECUTION – This is a 5-step explanation of how to move a creative project from strategy to execution.