Tag Archives: creativity

Creativity across the entire enterprise

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My colleague (and former roommate) Greg Stene is ramping up a new initiative. Greg has always been insanely bright and creative, but in framing his new business he’s asserting the importance of creativity in a way that I think doesn’t occur to most business people.

They’re still in the process of pulling the launch together, but here’s the first punch:

…the truth of being creative is deadly serious if you’re in business, government or the arts.

We’ve got to do more with less. And we’ve got to gain a competitive edge.

Creativity51 teaches organizations how to think more creatively, to gain that edge.

See that? Creativity = Resourcefulness. Budgets are tight, and conventional methods may lack efficiency and effectiveness. Continue reading →

Ad recall?

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Greg Stene, who’s an ad guy and a professor specializing in creativity (and one of the smartest people in general that I’ve ever met) has some interesting thoughts on advertising recall (or the lack thereof) in a new post over at Scholars & Rogues. A snippet:

Secondly, simply because one can recall an ad, doesn’t mean it has had a positive influence in brand preference. Certainly, there is the facile argument that you can’t choose a product if can’t you remember the ad – but that is so disingenuous in its suggestion that the rest of the world (friends’ recommendations, past experience, competing ads we may remember, etc.) has no greater profound effect on our product choice.

A good read from one of the brighter (if lesser known, so far) minds in the world of advertising.