As a group, we creatives are generally wary of process.
Process screams rigidity and conformity.
But done right, processes give us the freedom to truly be creative.
Done right, the process should clearly give us a list of the constraints we need to create within. They tell us what our client’s goals are, anything that must be included, and anything that should not be included.
Armed with this information, creatives can go off and truly create. Without worry. Without their creativity being stifled because they are worried that after they put themselves into creating – they will later find that something was not communicated and they have to start again. Without that fear that stifles creativity.
This tidy, organised structure allows creatives to produce truly imaginative work – that can attract, interest and connect with the clients’ end customers.
