On creativity

Creativity isn’t a solo job. Think about it—writers, painters, sculptors, chefs, card makers, weavers, and craft makers all fall into the small business category. They’re all creatives at heart, and by job, trying to earn through their craft. Regardless of how alone they are in making their craft, when it comes to doing anything with what they make—refining it, marketing it, distributing it, and selling it, they need partnerships. They need others who can think in the same creative manner so they can do their part in the process.

And so, while a writer creates the first draft of their next greatest creative piece, an editor or a proof reader guides them through to the next draft. And during that process, they brainstorm, discuss variations, consider alternative titles, and work together to create the perfect piece of copy. Writing a book is no solo job.

Once the piece takes shape comes marketing and distribution. Think of a painting for example—the artist is proud of it, their teacher and mentor is satisfied, and they even got a few ideas and compliments from their contemporaries. The next step would be to promote it so more people can appreciate it. That’s no solo job either.

As for the marketing, distribution, and sales teams, they can’t work in traditional methods. If they’re to market, distribute, and sell a creative piece of work, they need to conceptualise newer, innovative ways to do their job. That takes a lot of creativity. A bottle of Coca Cola is just an unhealthy beverage. But by relating it to happiness, to sharing, to being wanted and accepted, the company’s writers, designers, marketers, and distributors all contributed their share of creativity. And they did it together.

Without the designer and copywriter collaborating with each other, a print ad wouldn’t have perfect alignment.

Without the copywriter and editorial teams collaborating, the ad copy wouldn’t ring as great as it could.

Without the sales and marketing teams collaborating, Coca Cola wouldn’t exist today as we know it.

Creativity isn’t a solo job. A multi-national conglomerate or an indie seller, to create anything worthwhile, everyone needs another’s streak of creativity.

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