I read "Creativity takes Courage" post a few days ago in Linked in by Randy Neuemeier from Liquid Agency and just had to comment. I've said before and I'm sure you've heard it told that this business
is not easy. Having been in it for over 25 years (yikes!) I've experienced a
lot. Never worked for an agency - never wanted to - instead, always as the
in-house creative and most often as the lone or head creative in small to
mid-size companies. The commonality of all of these was the constant battle of
fighting against the status quo of safe design solutions. I lost most times
because the non-creatives were afraid - they didn't want to take risks and be
innovative, they wanted the sure thing... which of course led to a sea of
sameness, boredom.
Part of it was money, how much it costs to create something
innovative versus using stock bottles, the cost of using hot stamp vs PMS 877,
it's incredible how every change you make is looked at in terms of pennies per
piece and how that affects the margin.
And even if you had the most innovative design you still
need the marketing behind it, then the sales - and the capital investment to
make that initial launch successful - easier to just do what the guy next door
does and just hope the Sales team can make it sound unique and different.
Companies for a long time have been fearing for their lives
and instead of looking to those who think creatively, they are looking those
who study money. Or, they get sold by big agencies who are really great at
selling themselves - but often seem to have a lack of interest or care with
what happens once the design gets approved (and they get paid). And why should
they really?
My company was built on the idea that it takes a bit of a
superhero spirit to make a difference in this world. I fight for the
"little" guy who can't necessarily afford big agencies, or are just
tired of them... the smaller companies that have great ideas that they need to
get off the ground, need quality design and a real person that can get them to
the next level - branding, design and product development. Probably sounds
silly, but sarinablackheart keeps my warrior spirit strong.
Maybe one day the planets will align and I'll figure out
what that one product is that everyone wants to have, design it. produce it and
make a ton of money so I can live on a beach in the warm sun - and sip cool
lemonade ... forever -
okay, so maybe I'm a bit of a dreamer too.
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