What will the future of creativity be like in organizations? More and more marketers are now looking to make in-house creatives more powerful. They’re tackling strategy and measurement themselves, despite the chaos of tight deadlines and unexpected twists. This shift is a trend that gains momentum, set to continue making waves well into 2025.
What helps creativity thrive?
Company culture brings teams together, creating a strong, unified group that drives the company’s success. If companies are looking to join the trend of prioritizing insourcing, focusing on these cultures could serve them with significant benefits:
Diversity of perspectives
Creativity is not only for the marketing team; it should include all teams within the organization. The creative process involves getting perspectives from multiple angles, and requiring open-mindedness allows individuals to be receptive to viewpoints and ideas that may differ from their own. As people share their perspectives, this might encourage other individuals in the team to gain a fresh idea, which could contribute to the solution that has been discussed. Even though conflicts can arise due to different views, when they are approached with respect and addressed openly, they can be effectively managed and resolved.
Supportive environment
The key to letting creativity in is to just encourage and remove the barriers of judgment. Leaders are greatly involved in this matter by encouraging the team to share their own viewpoints and the challenges they face. This makes the team feel that their own insights and viewpoints are valuable. When an environment is safe enough for a person to contribute without feeling worried of getting criticized, there will be more insightful and fresh ideas coming in. With this, it will help the business create creative output, which will lead to an impactful result that benefits them.
Risk-taking culture
Businesses must make decisions quickly to stay competitive and adapt to market changes. Taking risks is beneficial to businesses since it will give them the potential to grow and stand out from their competitors. To foster a culture of risk-taking, leaders should encourage calculated risk-taking by supporting experimentation and learning from failures. Despite the benefits, businesses need to acknowledge that risks come with the potential for failure. Fret not, from failures, businesses can learn from failures and gain valuable insights that can boost the probability of success in the future.
Recognition and appreciation
Creativity requires a huge amount of time and effort. When this goes unnoticed, it will lead to demotivation, less likely to contribute. Businesses will also face stagnation of ideas and sticking with the same approaches and solutions. Therefore, leaders should be able to recognize the team effort through praise, acknowledgments, and tangible rewards, which can boost their confidence. This would also bring to their attention how important they are and their contributions to the organizations.
The importance of aligning with business goals
Producing creative works that do not align with business goals such as improving customer service, strengthening brand image, and increasing business profits could result in wasting efforts. For example, the teams in the organization are given clear guidelines and enough resources so that their work is consistent with the brand image. It can look like delivering consistent brand messages, including visual color, logo and theme, voice, website, and how they portray the brand or business to the audience, both online and offline. With consistency, it enhances the brand image, and the audience will remember the brand more, leading them to likely choose their products or services.
Effective collaboration tools further facilitate alignment with business goals. The report indicates that 54% of marketers see potential in using collaboration platforms (e.g., Slack, Asana, Figma, and Microsoft Teams) and photo or video editing tools. Organizations can use these tools to increase productivity, keep communications consistent, and ensure a valuable creative outcomes.
Conclusions
The chances for innovation within businesses are promising, provided that a deliberate strategy can be taken to cultivate an appropriate company culture. Companies can maximize the potential of their internal talent by valuing a variety of viewpoints, fostering a risk-taking culture, fostering a supportive work environment, and praising and acknowledging creative endeavors. It’s also critical to match creativity with specific business goals. To guarantee that creativity results in measurable business outcomes, it is important to take advantage of effective collaboration tools, give value to customers, and maintain consistency in the brand message.
