February 7, 2012
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 flutters across the landscape in flits and starts. To capture it, you need a net.
In the discipline of commercial art, creative process is the butterfly net. Creative ideas, like butterflies, are hard to catch. However, business lepidopterist that I am, I have woven a fine net of process, and I’ve learned how to put it work. My process is a clever way of gathering together all the different threads that relate to the issue at hand (in my case, usually a communication issue of some kind) – and using that net, slowly but surely, to close in on the beating heart (and wings) of the solution. The creative team is on the hunt for that little bit of magic that I call an Essential Truth. When we capture it, we capture the creative essence that will lead to all manner of imaginative possibilities.
There’s such a pressing need for creativity in business - creativity in its environment, in its operations, and in its output. Hell, it’s more than a need, creativity is the lifeblood of business – particularly in the far-reaching context of innovation (that formidable word that has launched a thousand business plans). So process, process, process… you would-be business innovators. Creative process. It might sound paradoxical to use a rigorous process to manage what is essentially a loosey-goosey affair, but when was business anything but paradoxical?
And when did you last catch a butterfly with your hands?