Earlier this month, Rory Sutherland highlighted the need for creative agencies to elevate the role of creativity if they want to reverse their fortunes. In a contrarian endeavour, I would like to suggest the opposite. I think we should stop talking about creativity altogether.
Ask 10 people what creativity is and you will get 10 different answers. This is the power of creativity, you could argue, and I’d be inclined to agree. However, it also reveals its abstract nature. Abstraction is a great way to generate ideas but it’s not a product someone wants to buy. Unless what you are selling is expressionist paintings.
To start with, the term has been overused to the point that it’s mean
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