“You must be so creative!” It’s a phrase I hear all the time from my clients. It happens more in the early “ideas” stages of a PR/Marketing relationship or the first time a client comes to the office and experiences our awesome “creative” space. It’s also a phrase I heard a lot growing up from teachers encouraging me to explore my writing skills, even though I wanted nothing more than to dive deeper into chemical equations and analyze integrals and derivatives in calculus.
Generally speaking, we are taught that most people process, store, and deliver information in two ways: creatively and critically. It’s how most teachers know how to drive their students and how most supervisors are taught to engage and motivate their employees. Each personality type is valued for what it can bring to the table in different business areas, whether it be big-picture level thinking, passionate new ideas and creative imagery, or strategic plans, critical analysis and tactical, itemized details.
Well, I’ll let you in on a little secret. I don’t consider myself a “creative” person. (GASP!) But, I wouldn’t say I’m wholly on the analytical right-brain side either. I’d say I toe the center line of personality that many other communications professionals do. I’m able to jump between processes depending on the need. I’ll never be Mozart, Picasso, Einstein, or Stephen Hawking, but like many other communications professionals, I can pull pieces of the creative vs. analytical, holistic vs. linear, and logic vs. intuition processes that drive left- and right-brain thinking.
In an ideal communications team, you have a balanced mix of creative, analytical, and “center-line” thinkers. A good blend of personality traits and thinking styles ensures that your marketing campaigns are process driven, well-researched and analyzed, exceptionally creative and on-point, and strategically focused on the “Big Picture”. Each person brings unique thoughts, insights, and ways of analyzing the information to the table, which means that while the analytical person focuses on reading and interpreting the numbers, the creative person can envision other ways to play with the imagery and language that is relevant to your audience. And the center-line thinkers can interpret the two information flows into one holistic, big-picture approach that makes sense to all team players—you, your customers, and your C-Suite.
The end result? Passionately creative, highly effective, and measurable communications campaigns with real, shareable results.