If you think business is all about nuts and bolts, the bottom line and the “net net,” then you are missing out on one of the most enjoyable and effective aspects of having a business: creativity. Creativity is not just for “the creatives”…artists, designers and so forth. Creativity and creative ideas can help distinguish your business from the crowd, turn your customers into fans, and get you attention from the media - and thus the world at large - that will make you money.
Think about it: it’s why journalists will often take a strange, sensational or unique spin on the “same ol’ story.” It’s also why the wacky and the wonderful can spark attention. For example, The National Railway Museum in the UK hired a six-year old as their “director of fun,” and was covered by the BBC. Or when Southwest Airlines wanted to hire an internal blogger, they turned the candidate search into a competition where applicants had to submit a one-minute video, finding a qualified candidate and securing great publicity at the same time.
One example from our own experience is while launching the Princess Diaries 2 DVD for Disney, we pitched the news on a princess room makeover for two young sisters, just like what happened to Anne Hathaway’s character in the movie. With the media interest in place, we easily secured an interior designer and retailer Pottery Barn Teen to participate in the segment, garnering free media coverage for all.
If it’s been a while since you’ve put on a creative hat for your business, pretend that you are going to the Kentucky Derby and don the most fun and fantastic one you can find.