Creativity implies creating new stuff by combining two or more existing ideas. But, ‘creativity’ is a generic term. It is abstract and has no reference to quality in regards to a specific situation or task. Creativity is not a goal in itself, it’s the character of an activity; it implies nothing more than an exploration with the intention of connecting something known, but previously unconnected.
Creativity is not focused on finding the best solution, but an original one. Telling someone that we are going to have a creative process implies nothing more than: ‘We are going to spend some time coming up with something new”. When it should be: ‘We are going to come up with some shit that really works’.
Everyone is creative, every industry is creative; be they accountants, conceptual artists, storytellers or craftsmen. We pursue a creative process in order to find original answers.
Selling a creative product gives no implication of craft or process, no suggestion of specialization or expertise. Creativity is a given, in every line of work in the knowledge industry, it’s not a specialty.
My issue is with how we articulate our product and what we are loosing from using the wrong labels. My question is: “why are we selling this commodity as a specialized product?”