The inefficient urgency of
the creative market

Tiago Santos and Camilo Castro | 25 Out 2022

Ideas and thoughts are imagination in moviment, which use creativity for effective action.

Creativity is the ability to think out of the box of common sense and come up with innovative solutions to certain life situations.

Contrary to the definition and meaning of creativity, it is increasingly common for society to see the creative process as something banal, turning the market into an eternal urgency without functionality.

Creativity is in consumption all the time, from a product label to a TV show. The agendas are always urgent and go side by side with the competition. Creative thinking has become normalized. Minds are obliged to be in the process of working 24 hours a day to always generate good results. In this context, where is the time to organize, plan, direct, and control all the ideas? Not to mention the strategies that are the basis of the whole process.

In the work environment it is essential to exercise and develop creativity, just like any other competence. Brainstorming, for example, is one of the tools used in the management of the creative process, which can be defined as the discussion of unlimited ideas among people.

With technological advances and the emergence of new communication channels, businesses are increasingly looking for successful solutions as a way to communicate.

The consumption of the creative market is literally related to the new mass behaviors, summarized by the acting and interacting media. This explains what we call the “network society”, which daily accumulates information without brand strategies. Thus, companies are increasingly distant from cultural, economic, and technological transformations, experiencing an eternal urgency to create and, consequently, an attrition of intellectual capital.

Talking about creativity without innovation is to understand that we may have reached an emotional exhaustion caused by a load of information and content production without strategy, all in an attempt to gain authority and the much desired brand positioning.

That said, companies need to understand that a solution is only innovative if it is useful, and that the result is only achieved with a well executed strategic process that benefits everyone involved: business and people.

The greater the overload on the creation process, the lower the productive quality. It is humanly impossible to produce well while setting aside the necessary limits for good results. Finding emotional balance, managing time and work demands, has been the great challenge of the time. These are factors that impact performance and productive capacity, and especially mental health.

The deconstruction of the concept of someone appearing with a ready-made solution is already an emergency in the market. With this, this article invites us to think strategically in a new scenario for creativity. We must get away from limitations and copies, no longer following trends only. The creative process must be respected, mainly because it is a human and individualized competence; after all, creativity has essence and value.