What Makes a Great Creative?

I sometimes get asked when I speak at schools or panels on what makes a great creative. Is it the the fact that they went to school and studied their craft? Is it perhaps the quality of their portfolio? Is it their copy – witty and lyrical and able to hold your attention? Or is it perhaps their award list and industry recognition?

The truth is it’s none of the above. Sure they are all important but the one I focus on most is this:

It’s the ability of a creative to see the world in terms of what could be, not what is.

The real distinction of a great creative is not necessarily their work. I can teach that part. It’s their view on life that I am interested in. It’s a way of looking at problems and suggesting solutions that only come from the point of view of someone who admits – at the highest level – that the answer could be found and is worthy of the search.

Just the fundamental admission that there is a potential solution is the power of creative thought. It transforms outside of creative and infects all other departments who work with creative. It is the ultimate can-do-attitude.

But most importantly, it’s a restlessness that constantly reinvents, innovates, accepts nothing at face value and is dedicated to seeing the world as it could be – not the world that is.

Nir Bashan is an executive creative director with over 17 years of advertising, entertainment and business development experience.  He writes on topics covering advertising, media, creative solutions and workforce management.  http://www.nirbashan.com/blog | nir.bashan1@gmail.com

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