The idea is just the beginning
I gave a presentation to a group of wannabe creatives last night.
All of them seemed keen and excited about our business and the opportunities it offers.
Before I fired up the powerpoint I got each of them to tell me a bit about themselves and why they wanted to get into the business.
Almost every one of them said that they wanted the chance to be creative at work.
I told them, as I tell every young person I mentor, that having ideas is often the easy part and that actually getting an idea produced is where the real skill lies.
When they asked me what they needed to do to help make their ideas happen, I told them they needed to get in front of the client as often as they could. And that this would help them to build a level of trust.
This afternoon I came across this quote from the always quotable David Ogilvy.
"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create."
Couldn't have said it better myself.
posted by Stan Lee at 9:45 pm
3 Comments:
Often times students think clients are marveled at the sheer brilliance of their creatives..... are they in for a reality check.
Well, I am not Ogilvy. And I never made in into the Advertising world as I had planned...but I use this mantra:
"Art is no good in a dark closet"
Some of the best artists in the world are home with a room full of their work and no one will ever see it but the guy selling off the estate one day. Because Art- without an audience is just ART for ART sake. But great ART with proper marketing.....is a business.
I think this reflects a common disconnect between creatives and the business owner/marketer. It is a lot easier to sell in an idea if you understand all the many elements that are constraining a business within their particular industry. Send all new advertising recruits to business school first I say.
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