Creativity is a beautiful mess. Frustrating as hell one moment, sparking genius the next. As comms pros, we’re always chasing that spark to craft stories, make connections, and spark real change.
But here’s the kicker, the creative process? Never a straight line.
by Lara Iyer and Alan Oram
The magic can be in the chaos. When we embrace the push and pull of freedom and structure, simplicity and complexity, hustle and breakthrough, that’s when the real magic happens, and you get to enjoy the ride.
Simplicity vs. complexity - find the magic in the details
Sure, simplicity cuts through the noise, but sometimes it’s the messy details - the unexpected word, the wild visual, the spark of insight - that take your work from “meh” to unforgettable. The trick is knowing when to keep it crisp and when to dive into the delicious complexity.
Tip:
Start every project by distilling your brief into an inspiring sentence or question. Ask yourself, 'What is the one thing I want people to take away?' Then, once you've found that clarity, let yourself explore the details that make it come alive.
Freedom vs. discipline - a delicate balance
Ah freedom. The creative dream. Space to think big, play around, and let your ideas run wild. But too much freedom? Cue procrastination, endless brainstorming sessions, and half-baked ideas.
That’s where discipline comes in - the not-so-glamorous hero of creativity. A little structure (hello, deadlines!) helps turn ideas into action. It’s not about stifling creativity, it’s about channelling it.
Tip:
Give yourself ‘playtime’. 20 minutes or an hour to break the rules and let ideas flow. The start of the day works well. Then, switch to focused work. Play sparks creativity, discipline brings ideas to life.
Solitude vs. collaboration - the power of contrast
Inspiration often strikes when you’re alone. Maybe you’re walking the dog, staring at the sky or scribbling nonsense in your notebook. Solitude lets you process, follow your gut, and escape the noise. But we all know the energy of collaboration. Those moments when ideas bounce off teammates or fresh perspectives help you see things differently. The real magic happens when you find the sweet spot between the two.
Tip:
Build 'creative checkpoints' into your process. Start with solo brainstorming to get your raw ideas on paper. Then, share them with your team early before they're perfect. Let collaboration sharpen the rough edges, then return to solitude to refine. This back-and-forth keeps ideas fresh and dynamic.
Planning vs. improvisation - navigating the unknown
Comms pros LOVE a good plan, right? Strategies, timelines, frameworks. Essentially, bringing order to the chaos. But creativity? It LOVES to throw a curveball. Sometimes, the best ideas come from the moments you didn’t see coming. The key? Find the balance. A little prep to get you started, then leave room for the surprises that’ll make your ideas pop.
Tip:
Get a bit 'jazzy'. Set the rhythm (a solid plan) but be ready to riff. When things go off-script, don't panic. Lean into the improvisation. It might lead you to an impactful breakthrough you never expected.
Confidence vs. vulnerability - the heart of creative courage
Here’s the paradox. Creativity demands confidence and the belief that your ideas are worth sharing. But it also demands vulnerability. Sharing that raw, unfinished thought, opening up to feedback, and risking failure? Terrifying. But that’s where the magic and growth happen.
Tip:
Treat creativity like a workout. Build your 'confidence muscle' by celebrating small wins. Acknowledge your progress, even if it's just a rough draft. At the same time, flex your 'vulnerability muscle' by sharing something imperfect with a trusted colleague. The more you practice, the easier it becomes to balance both.
Inspiration vs. consistency - the everyday work of creativity
We’ve all had those “lightning bolt” moments when inspiration hits like a freight train, right? It’s thrilling, but also rare. In reality, creativity is mostly about showing up day after day, even when the spark feels miles away.
The secret? Consistency. The more you show up, the more you invite inspiration to meet you halfway.
Tip:
Make creativity a habit. Set aside a regular 'creative hour' in your week, whether for brainstorming, writing, or experimenting with new ideas. Even if the results aren't groundbreaking every time, you're building the consistency that makes inspiration inevitable.
Small budget vs. large budget - creativity finds a way
You’ve been there. Staring at that big idea, only to hear those dreaded words: "We don’t have the budget for that." Big budgets? Sure, they give you more resources. But small budgets? They force you to think different, problem-solve like a pro, and find creative ways to make it work.
Tip:
Repurpose, remix, reuse. Refresh old ideas and turn one asset into multiple formats, like a blog post into a thread, infographic, or video. Creativity thrives on making the most of what you have.
Quick turnaround vs. long-term strategy - the creative tug of war
Comms teams live in two worlds, fast, tactical turnarounds (hello, urgent request) and slow-burning, long-term strategies. Quick turnarounds demand gut instincts, while strategy requires deep thought and planning. The secret? Finding the balance. Nail the quick stuff with gut decisions, then let the deep thinking unfold for the long game.
Tip:
Create a 'two-speed' workflow. Dedicate focused time for deep, long-term projects, but have a separate, streamlined process for fast-turnaround work. Treat them as different creative muscles that need training.
Small tasks vs. big campaigns - every piece matters
Sometimes you’re working on a massive, high-stakes campaign. Other times? It’s a single social post or an internal email.
It’s easy to think the big stuff is where the creativity lives, but every task is an opportunity. Small projects often have more room for freedom and experimentation.
Tip:
Treat every task, big or small, as a chance for creativity. A well-crafted sentence, striking visual, or clever subject line can make all the difference. Small moments create big impact.
Embrace the chaos, enjoy the ride
Let’s face it creativity can be messy. But that’s what makes it so fun. When we embrace its contradictions - its highs, lows, twists, and turns - we end up doing our best work.
The contradictions aren't obstacles. They're opportunities. So, don’t shy away from the chaos. Dive in, explore, experiment, and trust the process. Trust that the magic is already there - you just have to find it.
Lara Iyer and Alan Oram are part of the team at Alive with Ideas.
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