Toy Box

Creativity is a Journey, not the Destination

Do you want more ideas?

Do you want to get unstuck?

Are you still looking for that quick fix?

Wouldn’t it be great if you only had to make one sales call, and sales kept coming through? Wouldn’t it be great if you only had to upload one social media post, and your marketing was complete? We know that sales and marketing take time and effort, so why we devote substantially less time to creativity, when it underpins two of our most important business tasks?

Do you remember the first time you had to make a cold call or knock on someone’s door to sell them something? We have been selling since we had to look for our first sponsorship for a charity endeavour, and we have been selling since; be it ourselves or a product or service. We know we need to keep these skills sharp. Why then is creativity not seen as a core skill of business?

Creativity is seen as something that is important, and it is talked about, but how well is creativity understood by companies when it comes to applying it? Does getting an artist in for a day-long workshop cover your creativity needs? Sure, as much as a one-day sales training programme with no follow-up will meet your sales needs now and into the future.

We need to see creativity as on par with sales and marketing and as a direct contributor to companies’ bottom lines. As such, it needs investment of time, attention and finance, but like any well-researched investment it will yield far more in the long term than put in.

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