Of Olympians and Creatives

Admittedly, I’m hooked on the Olympics. Always have been; always will be. Give me one personal achievement wish in life and it would be an easy choice: an Olympic medal. I watch these Olympians and marvel at their skill, determination, and perseverance. They raise the bar. They redefine benchmarks. They seem to have an ability to shut out the world and focus inwardly on a deep wellspring of talent, confidence and possibilities. I am also reminded as I watch these Olympians how similar they are to people I work around each and every day. These are people I call the “creatives.”

I come from an advertising background, and in the world of advertising the creatives are people who put together great ads and other marketing communications materials. Creativity is not an option for this profession; it is a requisite. Their output can be in the form of compelling, relevant copy and memorable sound or song. It can take the form of a visually interesting illustration, layout, design, ad concept or trade show display. It can be a moving piece of video or film that sells through cognition, persuasion, emotion or all of the above. Because the output of their solutions are designed to make people take notice, the wonderful creative gifts of these people can be readily appreciated.

When I refer to creatives, I most certainly include the men and women above. However, creatives may also encompass a wider set of people in my profession that include software engineers, information architects, media planners, account service people, production and workflow management people, business analysts, consultants and accounting people…really anybody who approaches their trade with creative skill and passion. It is people who reach beyond their training and learning to enlist their muse in solving the problems at hand.

The results of an elegant and unique piece of software code may not stand out to the average joe, but if it makes a Web site or a piece of software function effortlessly and intuitively in a new and better way it is a creative solution. If a media planner conceives of a relevant and innovative way to reach a difficult audience, it is a creative solution. The results of this planner’s creative achievement will not be as apparent as a humorous 14’ x 48’ painted bulletin by the side of the road, but it still required looking at the problem and reaching for a novel and intriguing new way of doing things.

Creatives exist everywhere in my business and I hope your business, too. They are not defined by the job they do, but rather by their talent and the approach they take. And like Olympians, these creatives have a reservoir of abilities and drive to accomplish some great things. Every day they win my respect and the respect of others. And like Olympians, I will never tire of watching them put that special gift on display.

Here’s to the Crazy Ones!
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.

Think Different!  | Apple Computers, Inc.©