Creativity is often related almost exclusively with the so-called ‘arts’. When I say ‘creative industries’ you don’t think of a firm of solicitors do you? You’d probably think of a web design company, film company, animation studio, graphic design or music related business. Why is that?
With the concept of creativity we generally have to admit it must mean you have to actually ‘make’ something. I often use the broader term to ‘manifest’ something, i.e. the act of creation ‘brings something into existence’ something that wasn’t previously there.
This is clearly true of all the so-called ‘creative industries’. They use their creativity to manifest websites, films, animations, designs, pieces of music and so on.
But a baked bean factory ‘manifests’ something too, tins of baked beans. A car plant manifests something too, so too does a construction company. So why aren’t these firms labelled ‘creative industries’ as well?
Part of the reason is that in general, what they create, make or manifest is perceived as a commodity. So we may think the graphic designer or photographer is the artist, the ‘creative’, if you like, but the printer who actually makes their design into a printed artifact is not.
So it seems we have two stages here: creative conception (design, writing, making music etc) and the creative construction (printing, recording etc).
I would say it’s wrong to say that one was artistry and the other not. It would be wrong to say one was technical and the other not. Both types have specific skills and particular tools. You could even say both have particular talents. Compare a musician to the recording engineer for example. Are not both creative, one conceptually, one corporally.
We’ll think of the designer of the car as being creative of course but we don’t rate the construction and manufacture on a production line as being creative at all. We might give a little creative credit to the artisan who stitches the fabrics and leather by hand for the seats, but even that’ll be given a little grudgingly.
We often view craftspeople and artisans differently from artists as if the craftsperson makes repeated works, or makes money from what they make they’re somehow not ‘an artist’. They are of course both creative. The artist may be more of a creative conceptualist and the artisan more of a creative constructualist.
Let’s go back to business models and look at the next part of the chain within all industries; the service part. These are the vital parts of a business that make everything happen: sales, people and resources management, marketing, accounts and law. (Some of these are labelled as ‘professionals’ which is a bit outdated, and perhaps even patronising to both those who do it and those who don’t. There’s nothing un-professional about good sales or good design that’s better than a good accountant or good solicitor.)
These service based roles may not actively manifest an end creation by their own hands but they enable more end manifestations to happen. They enable the factory to mass produce goods. They enable the creation of increased wealth. They are necessary for scale. So why aren’t these service roles also labelled as creative? T
They should be. They are the Creative Continuators. They make the creativity of the artists and artisans go further and achieve more.
Here’s a summary of the component roles with our newly defined creative industries:
• The creative conceptualists
• The creative constructionists
• The creative continuationists
A modern example of a company within a previously designated non-creative industry yet is intrinsically linked with creativity is Apple Inc. They manufacture stuff. We can be gushingly romantic and point out that their products are often works or art (the original iMac from 1997 was actually exhibited as such).
But let’s face it, in reality they make mass manufactured stuff, no different to an attractive poster print, no different to a nice car, not really any different to a nice beaked bean tin.
But we do see that company in a different light. We do see them as a creative company, even if the computer, hi-fi or mobile communications industries that they work within are not ones we’d traditionally label as ‘creative industries’.
It’s because Apple have realised that they are indeed a creative industries business and that every part of that business contains highly creative people, whether they’re working in software development, manufacture, design, retail, marketing or whatever.
The big question is – does you business need to do the same?
What creative roles do you actually employ and do you treat them as such (or do you stick to the 19th Century industrialist model of management and worker drones?)
What role do YOU fulfill and where do you sit in the 21st Century’s ‘creative industries’?
Ayd works with people and businesses to explore and unlock their creative ideas in ways they may never have thought possible, to inspire innovation.
Book Ayd to speak about the Power of ‘What If?’ and Inspiration for Innovation at your conference, or in your business. A great way to open your event or as an after lunch energiser.
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