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Step away...

The issue with figuring out an entry for this blog is that I am sitting in front of the computer, trying to develop an entry for this blog! I’ve been staring at this blank electronic paper for the past 2 hours.I don’t know how businesses expect their staff, chained to a desk, to come up with a creative way to market their own business or sell their product. Especially when it is their job to answer the phones, enter data, develop leads or any number of other tasks not related to marketing, advertising or design. Likewise, I do not know how an agency or studio can think that sitting glued to the chair with a client in mind, and mouse in hand, can develop an effective campaign for that client. Their solutions try to make it look good, cool, flashy and hip. Why? Because it’s the first thing you notice when looking at something, pretty, handsome, nice looking, bright and so on. You know the term “empty suit”.It could be just me (but I don’t think so) that gets solutions from living, coming into contact with people of different ideas and backgrounds, on the way home or on the way to the office and any number of things I do instead of sitting at my computer. It’s not to say that I have never solved or came up with a great concept just by sitting at the computer…I may have, I just don’t remember.Is it easier to come up with a “cool” picture or layout that’s all fluff and no substance? David Ogilvy said, “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” That is where creativity comes in. When we step away from the computer and interact with life, the product, service and the people who use it then we can truly focus on conveying, selling and making people BELIEVE in the message!Technology is great but it has it’s limitations. It’s a vehicle to help solve but ultimately it is the human mind that solves or creates the big idea. Having the latest software, taking a course on design or going to a seminar on creativity will not give you the tools to do it yourself. It’s a way of thinking that you have to nurture over the years. Creative marketing is the ability to look at things differently, from multiple perspectives and challenging your own pre-conceived notions to create something that truly engages the viewer.