Creative work should be meaningful and memorable.
Memorable gets you noticed. Meaningful keeps you relevant. We’re obsessed with creating work that does both – because turning heads only matters when you’re changing minds too.
That’s the most important hurdle for any of our work to clear before leaving our hands. Possibly more important than proofreading. Possibly. But here are some other guiding principles for creative development we try to live by as well.
Be curious. Be empathetic.
Curiosity is creativity’s best friend. But empathy for whoever you’re talking to can keep you from being a jerk. So put yourself in someone else’s shoes and try to see the world the way they do. Understand what is important to them and why.
Don’t think of it as a process.
“Process” sounds so mechanical. We believe you should leave a little room for an idea to come creeping up on you when you’re sitting in traffic. Or lying awake at night. Or wherever the magic happens.
Minimize handoffs.
Every time you hand off a project, it’s a chance to misrepresent what we’re trying to do. It’s like the old telephone game.
Allow time to think.
Thinking time needs to be regarded as the most precious part of every project.
Use brainstorms sparingly.
Brainstorms are overrated. It’s not where most of us do our best thinking. But a group conversation to get us all on the same page is certainly a good thing.
Listen. And keep listening.
Really listening to each other and not just waiting for our turn to talk. We should always remind each other to listen to coworkers, clients, stakeholders, customers, naysayers, etc.
Don’t get too attached.
This is all about accepting feedback with grace and dignity and realizing that there could be more than one right answer.