Complacency is the Enemy of Creativity...

It's natural for all objects to settle and cease to move - don't let it...

Over the last few weeks I have found myself telling a story of ours regarding complacency and decided it needed to be re-told here.

A few years ago we were asked by a contact we had at Quaker - Tropicana - Gatorade (QTG) if we could help them out with a project they had. Another design firm had been creating ads for them displaying QTG's products and current features. All was well in the beginning but after a year or so of producing these monthly ads they had become redundant and stale. The firm had become complacent and structured in their work, not creative.

We mocked up a couple of designs, impressed QTG and we landed the account. Our finished work was so well received the President had one framed on his wall!

So now the torch was now passed to us and we needed to keep up the creative inspiration. Something we thought about each month producing new ads.

So, I suggest we all take a hard look at all our clients, projects, initiatives etc. and decide what type of a job we are doing. Have we become complacent with any of them? Could we be more creative or just do a better job in general?

Take the time every once in a while and make that tough call...
it is always worth it!

Interested in how we can be creative for you? Drop us a line - we’d love to chat!

Sean Smith
Twitter: @ci2group
Website: www.ci2group.com