ESCP Europe Business School

Five Key Steps to Develop Creative Quality

Increasingly in marketing today, no-one disputes the importance of creativity

By Peter Stephenson-Wright

Creativity in marketing has enabled brands reach out to vast global audiences, built the foundations of completely new market categories, and inspired analysts as they hike through mountains of big aata.

Above all, creativity is a very human behaviour; fast, instinctive and emotional. It's what Daniel Kahneman in his book "Thinking, Fast and Slow" would describe as classic System 1 human-type thinking versus the System 2 thinking that machines find so much easier.

The great strength of creative ideas is that they take risks and go to unexpected places. Which is also their biggest weakness: how can we judge the quality of something that may have few benchmarks?

That's a question no doubt pondered across the years by many marketers while staring listlessly into a cup of coffee, and strangely enough the answer may lie in that cup of coffee itself.

That anyway is the thought that struck me some months ago while visiting the headquarters of our friends at Lavazza in Turn.

What's the link? Well, remember that creativity is essentially anorganicproduct, as is coffee. Both develop naturally and unpredictably, they are not made in a factory.

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