what i see & think about

This morning I read on AdAge that a global study was conducted and that “Only 25% of people believe they are living up to their potential to be creative, and more than 75% of people feel that their countries are not living up to their collective potential to be creative.” It got me thinking about a few things.

1. How big of a role does technology play in this? While many technologies/ platforms/websites are created to harness and encourage creativity- could they just be weakening our abilities to think creatively? I mean, it’s only a matter of time before Instagram is filled with cats picture and unappetizing food shots. 

2. Is it safe to say, posting content you think are creative doesn’t make you a more creative person. We tweet, twat, post, pin and simply regurgitate content we stumble upon every day. While it is important to be culturally astute and immersed in the creative world around us - that doesn’t necessarily make us more creative people. Is it our fault, as advertisers, for focusing on twitter and Facebook and Pinterest as major platforms to get our message across? Could time spent on creating content that lives in these areas, be better spent on other endeavors? 

3. They hint at how shops can become more concerned with how much content is created vs how creative that content actually is. Is it more important to be producing larger amounts of consistently good work, or to have a less amounts of really kickass work? And how does either model effect the creative process within the agency? Do the campaigns we see, get excited about and want to share - come from a different process all together, or just from more creative people? Maybe it’s both. I personally think that more often than not, we overthink. We all start out with the same pencil.

http://adage.com/article/news/study-75-living-creative-potential/234302/