It’s not linear but there is a process
As creatives, encompassing artists and designers, we tend to focus solely on the outcomes and expected results. We often find ourselves explaining or defining our work through measurable metrics. Consequently, we are compelled to demonstrate the business value of our endeavors and persuade others of our usefulness.
Some time ago, I reached the realization that there are distinct forms of effort, which are frequently misconstrued as one. Effort is a combination of energy and time, and I have categorized it as follows:
- Work: This encompasses any task that requires your time and energy.
- Job: Referring to tasks that you are specifically hired to perform.
- Business: An opportunity to capitalize on something valuable.
I have never classified myself as an artist or a designer; instead, I find solace in being a problem solver. The manner in which I approach this task holds great significance, as it often entails multiple steps within an overarching process and involves the collaboration of individuals with unique skills. We are all driven by a shared mission with well-defined objectives, yet we also embrace exploration and pose imperative questions.
By choosing to operate in the Marketing and Advertising industry, it is inherent that we provide a business value to our clients. I refrain from labeling it as a creative business, as I firmly believe that there is a business aspect that offers creative services. Otherwise, we would merely be creatives, commonly perceived as struggling artists, constantly striving to prove our worth. The essence of business lies in its process, and this process can only thrive if there are clear objectives. We must safeguard the process through policies and operational principles, all while preserving creativity, an unspoken yet vital element for achieving business success.
The creative journey is not a straightforward path, but rather a series of stages that unfold in a non-linear manner. These stages, namely Preparation, Incubation, Illumination, Evaluation, and Verification, can be interpreted differently by each individual involved in the process. The specific nature of each stage is determined by those who partake in them, but it is important to acknowledge that these stages do occur. In my personal experience, I have discovered that a sequence of experiences serves as the catalyst for this process and its outcomes. From a young age, I have been captivated by the realms of Science, Engineering, Art, and Design. While I am not a scientist or engineer myself, I have sought out opportunities to immerse myself in these fields, recognizing that they are integral to fostering innovation.
In the remarkable series, Abstract: Design by Netflix, there was an episode that particularly captivated me, showcasing Neri Oxman. She introduced the idea of a clock as an abstract progression, where midnight holds a mystical significance, akin to the enchanting moment in Cinderella’s tale. “That’s it!” I exclaimed… with no audience to affirm or oppose my sentiment.
Age of Entanglement by Neri Oxman
The chart presented by Neri Oxman is most likely ubiquitously shared across the internet but I am sure those who do also recognize the undeniable value of what is being proposed.
“The role of Science is to explain and predict the world around us; it ‘converts’ information into knowledge. The role of Engineering is to apply scientific knowledge to the development of solutions for empirical problems; it ‘converts’ knowledge into utility. The role of Design is to produce embodiments of solutions that maximize function and augment human experience; it ‘converts’ utility into behavior. The role of Art is to question human behavior and create awareness of the world around us; it ‘converts’ behavior into new perceptions of information, re-presenting the data that initiated the KCC in Science. At this ‘Cinderella moment’ — when the hands of the KCC strike midnight — new perception inspires new scientific exploration. For example, in As Slow as Possible, John Cage transports the listener into a state where space and time are stretched, offering a personal interpretation of time dilation and questioning the nature of space-time itself.”
There is a circular feedback loop for observation testing and adjustment: Action>Reaction (Actual outcome)> Observed Reaction>Internal Change (The observed reaction is analyzed and induces a changed action)>Action.
I am usually intrigued by and actively seeking out companies or prospects that foster a smooth integration of research and development (R&D), innovation, and brand design and development. This integration should ultimately result in impactful business outcomes, effective advertising and marketing strategies, and exceptional packaging design, store design, events, and overall consumer experience.
