Creativity in business

2. Creativity has different elements
• It is not just about great designs and artwork.
• When you approach a new task or a different situation with a
solution, you are being creative.

3. A Case Study
Business: A restaurant
Aim: Reach out to customers on
social media. It wants aTwitter
presence, a Facebook presence,
and is considering Instagram for
some food photos.
Demographic: 45+
Problem: The rest of the business
brand seems geared towards the
45+ group, from the furniture to
the menu.

4. The Creative Solution
• A good creative decision
would be to question the
need for social media
altogether.
• Certainly, there is space for
social media in any B2C
business.
• Pick the best channels; not
just the most popular ones.

5. The Creative Solution
• In this case, resources would best be poured into Facebook,
as the average user of bothTwitter and Instagram is much
younger than the restaurant’s target audience.
• Facebook advertising allows the restaurant to target its
potential customers both geographically and by creating a
typical customer profile by which to target others.

6. Be creative across different
departments
• Leading advertising agency, McCann
Erikson, for example, used their advertising
expertise as a route to achieving their
recruitment goals.
• They created ‘The List’; literally a list of
names of advertising professionals they were
headhunting.
• This did a few things; among them both
solving the problem of recruitment and
proving that they were fantastic advertisers.

8. Creativity is about more than
conceptual abilities
• You may find the best
creative decisions come
when you explore the
context of your business
and remember all the
tools you have at your
disposal.

9. Work with others in the
business
• Liaising with other departments to figure out the best
solutions for you, pooling knowledge and coming to a
bespoke solution.

10. Great businesses
think differently
when addressing
common issues in
the workplace. If
you want to
progress, start
thinking creatively. @SafarazAli
Safaraz Ali