Creativity vs. Disciplined Creativity:
The difference between success and failure.
There is a big difference between creativity and disciplined creativity. Disciplined creativity is not about pretty colors and clever puns. It’s creativity that helps to communicate the right message, to the right audience, the right way. It’s not just clever, it’s also strategically smart. And, it doesn’t just get attention, it persuades once it does. Advertising legend Bill Bernbach put it this way:
“Verbal gymnastics and graphic acrobatics is not
being creative. The creative person has disciplined
his mind so that every word he writes, every line
he draws, every shadow in every photograph he
takes, makes stronger, more vivid, more
compelling, the selling proposition he has decided
he must convey.”
Disciplined creativity makes a smaller budget seem larger because it works smarter and more effectively.