Maybe you’ve already seen this post: The Anti-Creativity Checklist?
Originally compiled by Youngme Moon on YouTube, the video seemed to flood everywhere, generating both good and negative critiques along the way. The original video is long gone, but a newer version has re-surfaced at the Harvard Business Review where Moon is now professor and senior associate dean for strategy and innovation. If you don’t have time to watch the video, here is her original checklist.
1. Play it safe. Listen to that inner voice.
2. Know your limitations. Don’t be afraid to pigeonhole yourself.
3. Remind yourself: It’s just a job.
4. Show you’re the smartest guy in the room.
5. Be the tough guy. Demand to see the data.
6. Respect history.
7. Stop the madness before it can get started.
8. Been there, done that.
9. Keep your eyes closed. Your mind too.
10. Assume there is no problem.
11. Underestimate your customers.
12. Be a mentor.
13. Be suspicious of the “creatives” in your organization.
14. When all else fails, act like a grown-up.
Her Issues Reminded Me of My Own Issues
Not only do I agree with her comments, her points also reminded me of my own issues with anti-creativity. In my years as a creative director, I kept a list of comments from real clients after we’d presented campaign concepts. I’d jokingly called the list “How To Make a Creative Director Cry.” (Eventually I posted the full article.)
Some are variations on the same theme as Moon’s, highlighting the essential disconnect between “the suits” vs. “the creatives.”
“No, that idea’s too big. I don’t want a BIG IDEA. I want a Little-Less-Big-Idea.”
“Let’s not try to out-think our customer. He’s lucky to have our product.”
“I want you think out of the box, not out of the ballpark.”
“That’s interesting. What else do you have?”
“Hmm, no. That’s not right.” (Followed by silence.)
“That’s a clever brand execution. But where’s the part that talks about our product being cheaper than the competition?”
“The brand promise is more important to our customer than the product promise.”
“No idea is a bad idea, except for that one.”
“Personally, I love it, but it’ll never be approved by my boss.”
“That idea might sell products, but it won’t generate media coverage.”
“I thought of that idea last week.”
“I don’t want people to sit up and take notice. I want them to just buy the product.”
“Why can’t I have something out of the box, but not risky at the same time?”
Oh, how I wish now for more patience when I was younger, to try and:
- Understand their persepctive more thoroughly, whether that was the business, the audience, the product, etc.
- Often there were things out of my client’s control, and creativity wasn’t going to be the answer.
- Pick and choose my battles better. Big name clients aren’t always the best clients.
- Never take anything personally.
- Push back in a considered way when I had a legitimate argument.
- Remember it’s OK to compromise, but not on the important things like ethics and honesty. I like the quote from American diplomat James Russell Lowell, who said “Compromise makes a good umbrella, but a poor roof.“
What are your thoughts on anti-creativity checklists? How have you got around disagreements? Please feel free to add your thoughts or comments below.
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