
I get the natural tendency to feel the need to direct creativity to strategy. Allowing creative to build from it feels risky, its rewards seem out of touch, and the process feels out of control. In other words, the whole thing is often a little too scary to say F*&k it, I'm in.
BUUUT, I believe I have found a way to explain it to you so that working from strategy feels right at home😎😎, Ready? Let's go.
Working to strategy implies that strategy is the endgame. It creates an environment where strategy and creative cannot stand on their own two feet. They compete with each other, lack harmony, and constantly fight (like all the time). It's as if they are designed to jeopardize each other. This constant clash builds up a lot of tension. And when the project ends… the release feels AMAZING. This release makes us think we worked so freaking hard, and since we worked hard, it only makes sense that we designed a bulletproof system. Right?? Sadly, in reality, we have just been closing the gaps in strategy with the magical duct tape called creative (or vice-versa).