If there’s anything I love in work & life it’s a good deep-dive into C-words. LOL. WTF? Hold the phone…
Yeah, welcome to my mind. Always a bit left-field, but that’s cool. Left-field was always my favourite position on the old baseball diamond anyhow. Seeing that I was born a literal C-word and seeing that C-Word was once an actual nickname that my ex-husband’s ex-girlfriend lovingly called me, it just makes sense to feel close to them.
To me, C-words just feel a bit warm, cuddly, & slightly badass. Think about the beauty of the C.
Clever. Cookie. Craft. Caboose. Capsize. Cheeky. Chuffed. Cervix – a ha! Caught ya sleeping didn’t I?
As a young girl Cookie Monster taught me that “C is for Cookie, & that’s good enough for me!”And if any song has ever helped me through life it has to be this gorgeous wee love-letter to sweet treats in which flour, sugar, water, & choc-chips are melded into a blob of heavenly nom-noms. That said, I’m not here to talk about Sesame Street, ditties, or naughty words that march along in 4-lettered-giggles.
Nope, I’m going to dive a bit deeper when it comes to Cs. These Cs are the ones that might make or break a brand, a person, or a profession. Since I’m addicted to the rosy-colored outlook of life, just ahead we’ll be focusing on the things that can make your business stronger, your soul fuller, & your journey through life a wee bit sweeter. Your job? Embrace the essence of optimism inherent in the ideas ahead.
Buckle up, Team. Here come my fave C-words!
Defined as the use of imagination or original ideas to create something, creativity is my C-word Bae. It’s easy to fall in love with a concept that melds together originality & functionality.
It’s also fun to live & work in a profession where the art of crafting a strong strategy & marrying it to clever creative iteration is soul-filling. Within the bounds of creativity are abundant opportunities to not only find clever ways to deliver marketing & ad campaigns that are both effective & memorable, but there’s also a spark of magic in moments when all of the pieces of a proverbial puzzle come together.
Call it what you will, I know instinctively when we’ve had an “A ha!” moment. By rights, as someone who can live in big blue sky while still acting as a tether to the reality of business needs, creativity is what keeps me going. I’ve been reading a lot of articles recently on the future of work, the impact of AI on marketing, & on crucial factors for driving business & individual success in a saturated digital marketing world. Of all key attributes & skills required to drive success, I bet you can guess which is the stand-out winner. Yep, head & shoulders above anything technical, creativity is what we need to start teaching our young ones to embrace if they’re going to be successful as they grow.
I should also be completely clear here as I write this. I’m not talking about teaching our sweet young people to be like the presumptuous, wanky, assholish once-were-super geeks who style themselves as savants & name themselves as “Creatives” with a capital C whilst looking down on anyone who doesn’t have the ability to wear tight leather pants or to sit around all day drawing on walls & calling a scribbled storyboard art. Nope. There’s a fresh hell reserved for the creatives who actually believe that their minds are better than those of others. The truth is that every single one of us can be taught to be more & more creative.
To do this is pretty simple, we create a cheat sheet (we marketers love a good cheat sheet, don’t we?) Dialling up creativity in any situation can be done in five simple steps. The first step is to understand the problem you’re attempting to solve & understanding associations between questions, problems, or ideas from other fields. When you can look beyond your product or campaign to another & see connections with the idea you’re attempting to harness, you’re on the right path! From associations, the next move to make is one towards questioning.
Early on in my career I often fell victim to building ideas upon wobbly foundations – or, rather common wisdom. It’s the job of a creative mind to question common wisdom, to poke at it, to shake it in the box, to break it a bit. When it comes down to it, newness only happens when we step away from the old ways of thinking & doing. Therefore questioning is critical.
From here, we must take the time to observe the behaviour of customers, competitors, stakeholders, & suppliers. When we watch others we often are able to visually see just how things might be done better, more efficiently, & more effectively. If we skip the observing phase of creativity, we miss out on crucial information in building ideas that meld originality & functionality.
Networking, like observing, is a process by which to introduce & challenge new ideas with people who see the world differently to you & your team. At this point in the creative process it is key to ensure your networking & working groups are diverse. Diversity isn’t just a catch-phrase for modern times my friends, it’s a necessary ingredient to being successful. There are only so many of the same faces & places we need to re-hash before everything becomes banal & yawn-worthy.
After networking & sharing your concepts wider than the team you work most closely with, you’ve now reach the experimenting phase of your creative journey!This is where you get to pull together all of your strategy, information, iterations & ideas & try them out.
The best & worst part of the creative process is sharing what you’ve created with others. It’s exhilarating & horrifying sharing something you’ve created with people who might not see your vision through eyes that understand the method to your proverbial madness. But it needs to happen.
Embrace that fear, my friends. Share your ideas – & as you do, take people on the same journey that you went through in concepting. The sell-in is much easier when people understand how you made it from a David Bowie to a pair of skateboarding sneakers.
I couldn’t write about creativity without including a strong nod towards those moments we all have when we just can’t get into the groove of creating. We’re all different when it comes to how we create, too. Some of the most brilliant creative minds I’ve ever worked with can create on the spot, in a room full of people. They feed off of the energy in a room. I can’t do this. In fact, situations in which I am put on the spot to deliver brilliance scare the shit out of me. I need a more hybrid experience. I need time to myself to work through the first few steps of the creative process, & then need others in the networking & experimenting stages to optimise ideas & executions.
Knowing that we all thrive in different environments is key to being a successful leader & a successful marketer by rights. When I need time away from the hustle & bustle of the office I walk. I leave the noise & head outdoors. I find there’s no better way to understand & embrace a wandering mind than to wander. While wandering I am able to focus on a singular problem & to hone in on a single source of truth that leads to many ways of approaching a solution. Whatever it is that helps you find your creativity, know your levers & pull them when you need to. We’re all creative & we’re all creatives. All of us.
So own your creativity. Own your art. Own all of it & be proud of whatever brilliant ridiculousness your mind conjures up. Author Liz Gilbert has summed up creativity & the pursuit of living a creative life in a way that I am in love with, she calls it Big Magic.
And, I’m all for this kind of magic.
Talking of magic, another favourite C word of mine is the glue that holds humanity together. Beautiful, imperfect, necessary, & strong without community we’d all be wandering through the world alone. I remember when of social media & online chat started to seep into daily life. I was in college in Santa Barbara & my roommate, Carrie, downloaded AOL Instant Messenger. The interface was so easy, the ability to connect so quickly was novel, & the feeling of community was immediate. As silly as it may seem now, we actually used to chat to each other online while in the same room! Not long after discovering the ease of community building when adding people into chat streams & conversations, the first murmurings around Facebook started. We already had My Space. Why did we need/want/require something other than My Space?!? LOL. Oh how interesting it is looking back on the days before the big blue logo!
It was my younger brother who was in school mid-way across the country in Missouri who invited me to become a member of The Facebook. My first reaction to the new platform was reluctance. My second reaction (very soon after the first) was happiness. I could see people I know who were super far away from me & check in on people around the edges of my community, too. IRL & online really started to meld into one here. And, for a while the social part of social media reigned supreme. When it came to community & community building it was all of us together. Before we as a media & advertising profession over-pivoted on shouty advertising in a traditionally community space, we stayed fairly kind to each other too.
But things, as they do, changed. From my perspective, change is good. It’s constant. It’s the only thing promised to any of us. But somewhere along the line over the past decade, with a glut of social media channels finding their way into our brains, we seem to have forgotten the heart of what matters most for people as a whole, & that’s the connective power of community. In the past year I’ve lost a handful of men to depression & anxiety. All of these men were young. They had young families. They were talented. But, with the pressure to keep up online with the likes, comments, shares & witty retorts – they lost a true community. For them, even with all of the connections available online, IRL was a lonely place. My heart breaks for those they left behind. My soul longs to do better by our posterity to ensure community is the centermost aspect of any connective outlet we as humans are a part of.
So, how do we dial up community in an era where ad units, whiz bang interactive ad placements, & more ads hit us on the daily than ever before in human history? Well, firstly we need to invest in our people. Who are our community managers? How do they see the world? Are they taken good care of on & offline? Once we as marketers & business people learn to treat the online world as a place just as beautifully suited for building positive interactions as offline, we’ll literally be saving lives alongside driving business return. Not a bad combo, right?
Also, when it comes to community, taking the time to banter & have fun as a brand is of the utmost importance.
Basically, community managers who do an awesome job at their jobs are some of the most woke & empathetic people I have ever met. And, if we can shift the conversation to business performance for a hot second, community is the root of all sales. It always has been & always will be.
This is why there are creative agencies out there who are still attempting to peddle “viral videos” in response documents. They’re not just going to make you a video. Nope, they’re after virality. Why? Simply because social currency & viral sharing are things you cannot buy. They’re at the upper echelon of the community scale online. They’re Wonka’s golden ticket. The only way to cash in your ticket is to invest in community. There are no more happy accidents & social media shortcuts. Humans are mostly immune to bullshit. So why not turn away from the BS & dive into authentic community building? No matter the channel, platform, or space – if you have an engaged community, they’ll follow wherever you are. And that is magic!
Ah, ch ch changes. Turn & face the strange indeed. When it comes to the most impactful C word of them all, change has to be it. Change is our only constant. It is both a North Star of hope & a black hole painted in shades of despair. Everything & nothing all at once, change is what every movie, song, story, & creative endeavor is about at the core. And, cliché or not, change is both the cause & effect of everything any of us ever do in life. Which means that getting comfortable with it – or rumbling with it as Brené Brown might say – is the only way to live a truly fulfilled. It’s in the rumbling that we build muscle memory & mass. It’s where we gain grit & strength & maturity.
If we spend our time at home, at work, & at play afraid of change we’ll spend our time in a constant state of fear. And, bleurgh. Yuck. No one wants to live like that. Embracing newness & seeing opportunity in change takes practice though. It also takes communication. When we talk about comfort & joy a lot of the words that we weave into societal narratives are that of a language of stability & relative sameness. We love the idea of jobs that don’t go away, homes that are forever homes, & families that never veer away from what popular culture tells us families should be. I call bullshit on all of this.
When you think about growing up, what are the stories you tell yourself & others? Are they banal stories of days that turn into months that turn into years that become a life of doldrums & sameness, or are you a bit more like me & see your defining moments as the ones you could never have seen coming? When I was a kid there’s no way I would have guessed that I’d become a professional storyteller living on the other side of the planet in a country smaller in size & population than my home state. I’d never have guessed that I’d have married young. I definitely never would have imagined that I’d have been a young mother, or by rights, a young(ish) divorcee.
Going through the pain of a broken marriage meant that all I knew was change. And I had to get comfortable with it on ground that I wouldn’t ever describe as common. Far from home in a country that didn’t raise me, I came of age because of change. I became a better mother because of change. I became my truest self through a complete unravelling. I learned that love wasn’t stagnant, but a rollicking ride. A rodeo ride of sorts. One minute I’d be racing around barrels, then there’d be eight seconds of sheer bull-riding terror. All up though, life’s been one helluva rodeo. That’s all thanks to change.
There’s something superbly beautiful in embracing the grit that comes along with the pearl of change. When it comes to our work, the most important thing we can do as professionals is to embrace the changing nature of communication platforms & to try our damndest to love little moments of newness that shift & change our goalposts daily. The world of a successful marketer is a world in which change is seen as a curveball that we’re well ready to knock out of the park.
Wokeness. It’s a thing now – to be woke that is. I’m pretty chuffed about it being so, too. For far too long there seemed to be a gap in our knowing & our actions when it came to how we comported ourselves in an ever-growing & ever-churning consumerist society. We learned young that bigger meant better. We were told that the more you have, the more you’re worth (not monetarily speaking). We were also sold the idea that if we wanted to be happy, we needed to not show any cracks.
The end result? We’re all cracking a bit. With an incoming tide that is now allowing us to ride to a shore of soft, sandy wokeness – we surfers of sustainability & circular economies are changing how we live, how we buy, what we consume, what we create, how we worship, how we parent, & what we consider love. We’re awakening to our impact on the world beyond our own selves & are starting to understand just how potent each & every human being is. All of this is so very overdue, too.
I can remember being a very young child, maybe six years old, thinking about how much trash our little family of four made every week. We had a big dumpster out of the back of our home & wouldn’t fill it weekly, but I’d say we definitely filled it monthly. I remember watching my Dad tie up the ends of thick plastic bags that were almost as big as me. He was strong with big muscles, kinda like He-Man. Still he lugged the rubbish bags out. They were heavy.
My mind always wondered:
How in the hell did we create so much waste?
Where did it go?
Did everyone else make just as much rubbish?
Why weren’t we recycling everything?
My heart & head are heavy thinking through all of this right now & the implications of how much I personally have hurt the earth over the course of my lifetime simply by throwing shit away. I’d like to pull out the “I didn’t know any better!” card, but somewhere even in my little girl mind I knew what we were doing wasn’t right. Trash just didn’t evaporate. On the scale of heathen to woke, I’d say I’m still waking. In work & in life I am much more cognizant of how the things I buy & the things I throw away impact the planet & posterity. When working with large organisations I outright refuse to engage in down-&-dirty retail for products that are made without sustainability, longevity & a circular economy mindset baked into them.
How can we work towards helping our brands & businesses become woke? First we need to be aware of our need to awaken. From there we need a plan. A mindset shift away from money being the be all & end all in defining business success needs to happen. And, when we advertise, we need to do so morally & ethically. Yeah, it might take more time, resource up front, & be challenging in the first instance – but we can literally make the world a better place by thinking consciously when we plan our campaigns & content calendars. Waking up can be confusing, but oh what a world to inhabit once we’re all awake together.
Who would I be if I made a list of favourite C words & didn’t even make a nod to the deliciousness that is cake. No matter your sweet, spongy, icing-laden tickle of choice, cake just makes the world go round. In good time & in bad, there’s cake. From standard chocolate to funfetti, life is too short not to enjoy & indulge every once in a while. A good life rule: just eat the damn cake. This C word has nothing to do with marketing or business (unless you run a cake marketing business), but has much to do with balance & blood-sugar which means it’s a-okay with this sweet-toothed tiger.