Don’t mean to knock “creatives” and the ad agencies that feed and house them, but in our firm we are adverse to the “creatives” stereotype for a couple reasons: 1) many people in your organization will contribute important ideas when they deeply understand your customer’s circumstances, and 2) useful ideas flow from a process of discovery and strategy, not from random or impromptu acts of creative genius.
Coming up with big ideas to market your new product or to find a way to grow your market share is not easy, but the process is not so mysterious. The most useful ideas come from deep (we’re talking bedrock) insights into a customer segment’s motivations and circumstances. Without this specific knowledge, what can make any agency’s solution “creative” is that they are artfully guessing. But when your organization and agency are aligned by an understanding of customer and your related capabilities, the solutions (big ideas) will always present themselves.
If more B2B marketers were to align their organizations around this truth, they would soon discover the greater creative potential of their own people – and how profoundly more valuable their agencies could be.
JB
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