What fuels creativity?

Often business owners say they want creativity in their marketing, yet often they are the very ones that suppress it. Great creative comes from a very clear brief but then time allowed for the creative person to spend researching and bringing the creative idea to life.

Delivering a 10 minute brief over the phone and expecting results the next day at the cheapest possible price is not the way. Like anything, you get what you pay for. Sometimes a great creative idea is born within minutes, at other times, it can take days.

What fuels great creative is the process of exploring multiple possibilities and approaches instead of pursuing a single approach. To effectively do this, you have to brainstorm with a creative team, then develop the right two or three solutions.