"Be less curious about people, and more curious about ideas."
Sometimes our industry places too much emphasis on actions and people, rather than the ideas that are trying to be expressed. We've been quite guilty of that too. It's human nature; it is much easier for us to cling to tangible elements like people than the conceptual idea.
Though marketing and advertising are people businesses, they're idea businesses too. Yes, without ideas and creativity, AdLand as we know it would cease to exist.
As society marches on into this land of part human and part digital, AdLand is trying to keep up. The conversation of originality continues to pop up now and then, but we haven't seen or heard or read a serious discussion about original ideas. Surely, our colleagues and creative professionals are not tapped out of original and new concepts, right?
What's wrong with a new idea?
Perhaps we're fearful that if the new idea doesn't work, then the money and resources poured into it are wasted. Unfortunately, in this fast-paced world, failure is not an option. A new idea must work, or else you are criticized or you may have to look for another job.
The penalties for trying something new are too high. Most people, and rightfully so, would rather stick with something tried and true than stick their necks out for something new.
Every person cannot be an innovator. Yet, we need more of them.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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