A good iterative creative process is the way to go.
Time is money! But is this always true? Sometimes companies try to reduce cost by shortening the iterative creative process when creating communications for customers, employees or stakeholders.
A lot of companies hope to cut corners and costs by shortening the iterative creative process. And it may work in the short run. But when you look at the whole project you may end up with a far more expensive communicative product – that doesn’t do the job because the development of ideas (the foundation of the project) has been rushed through to meet a short deadline or a low budget.
ORIGINALITY TAKES TIME
Most of us know that the best way to solve a problem or a challenge is to give your brain time to zap in and out of “solving-mode”. To mull over the challenge while doing something else. It takes time – and often the solution comes while you are working out in the gym or sitting on the couch watching a movie. Creative thinking simply takes time.
The same is true for storytelling. The story is brought to life as we more or less actively consider about the plot. And you can’t just force a story to come to you. It must be tested and verified. Feedback must be provided. Corrections must be made. It is an iterative learning process. And you can’t rush it.
NO SHORTCUTS
Did you know that at PIXAR (yes the company behind the amazing animation films), it takes about two years to develop the script and storyboards for a good story? In fact, it takes 300 people around four years to create a PIXAR production.
Think about that the next time your company finds out you need a brilliant video for campaign starting next week. Because there is no shortcut to an awesome and original communicative product. It is hard work. And it takes time.
Our experience is clear. Micro-management kills the truly creative input – and extend the project time frame. The product will definitely not improve or excel if everyone in management needs to have his or her fingerprints on it.
So not only do you get a worse result with micromanaging, costs will rise because of too many corrections and last minute changes. Not to mention all the good ideas that has been sidestepped for the safer choices.
CORPORATE CORRECTNESS
… Is the way to a dull and forgettable story. If you want your receiver to care – and get him or her to change a behavior, your story should be memorable!
Most companies deliberately choose to delete emotion and humor from their communication. But emotion and humor is exactly what makes a story interesting. Communications must be felt by your recipient – otherwise the story is just indifferent and doesn’t matter.
TEST YOURSELF
Is the iterative creative process in your business good?
If you can answer yes to 3 out of 4 of the questions below, you are on the right path.
- Do you have time for reflection?
It is a good idea to be able to sleep a few times between each iteration. - Do you have time to get input from outside your company?
It’s best to get input from your audience along the way during the creative process. - Are you able to take out details in favor of an overall coherent story?
Focus on specific details may seem important for your business but can be destructive to the overall story. - Do you focus on emotions and humor in your story?
Emotions and humor are the most motivating things about your story. It’s essential to the story if you want your receiver to give your story any attention at all.
