Is creativity important?
by Paul Armstrong
April
25th
2008
Most people think of two things when they hear the word "creativity", the first is typically associated with an artist (like Picasso or Shakespeare or Beethoven) and the second is, "I'm not creative". Its true that most of us can't be creative in the same way the masters of their crafts are creative, but that doesn't mean that creativity can't be found inside of you. Creativity isn't the sole property of fine artists, but the practice of finding unique solutions to a given problem. Problems are an intimate part of life; some problems much larger than others and some just won't have a creative solution (there are only so many ways you can brush your teeth or put on your shoes), but there is never a shortage of challenges in life. Fear keeps us from using creative methods to solve problems. Fear of breaking the rules. Fear of failure or ridicule. Instead we settle for the status quo, but continually solve our problems with the same -- failing -- solution. Next time you're faced with a problem, rather than recycle the same patterns, take off your shoes and get your feet wet Try something new. Get out of the box. You might fail, but you'll have at least tried.
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Just because you can, doesn't mean you should
by Paul Armstrong
April
24th
2008
I frequently read the blog Church Marketing Sucks to get an overall feel for what is "abuzz" in the world of churches, creativity and marketing. I find myself nearly ashamed at what is heralded as "creative" marketing and design within the padded walls of the church -- which more often than not mistakes style and imitation for creativity, besides being about 5-8 years off current trends. But one blog title caught my eye. I was curious when I saw a post that references a piece written by Michael Iva entitled "100 Ways To Kill A Concept". The article (a PDF download) is well written; though most of the items are redundant, and full of many designers nightmares. But concepts go far beyond the realm of designers, concepts are ideas. Ideas are creativity. Creativity is embedded in everyone. In his opening paragraph Iva states:
"Most of the time, somewhere along the way, a person’s idea gets changed before their concept transaction is completed. Sometimes their concept lives and evolves, but more often it dies. Once a concept is conceived, persuading someone else to buy into that concept usually causes any of the following circumstances to happen (particularly in business, marketing & sales, the arts, science, government, and any entrepreneurial venture)…"
The basic premise of the piece is that in order for you concept to survive the onslaught of excuses for its demise, you must become adapt at selling concepts. But the premise doesn't take into account one very important foundation: creating a concept. This then begs the question -- what is a "good" concept? Merely being creative and having a concept neither makes it good or worth fighting for. Concept development isn't just about research or execution, but about the solidity and pertinence of your idea. How does one make an idea that is both unique, creative and applicable?
A Good Concept is Hard To Find
"... your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should." -- Dr. Ian Malcolm (from Jurassic Park)
One of my favorite movie quotes (above), when Jeff Goldblum's character Dr. Malcolm reacts when he discovers that there is a plan to recreate, rebirth dinosaurs. The same can be said for concepts. Just because you can, doesn't mean you should. All ideas start with a fundamental understanding of the problem, which is the definition of creativity: the unique solution to a given problem.
To start at the beginning is to start where everyone else has stood. Everyone starts at the blocks. Your first thoughts out of the gate are the same thoughts as everyone else out of the gates. Write them down, crumble up the paper, and toss them away. You're pulling from a dry well -- if you thought it, the likelihood of someone else having thought it (and executed it for the exact same problem) is pretty high and its best to just move beyond that.
Write down keywords, word associations, phrases, definitions, synonyms of the everything even remotely related to the problem, this allows you explore the problem from a variety of angles. Learn your competition. Learn the market. Learn what others have done -- successfully and unsuccessfully (there's nothing worse than repeating someone else's mistakes). Allow yourself to explore every possibility between the successesand unsuccesses. If you've done your research, seen what is being done, what has been done, you'll know the general limits and parameters of where you should go and can freely run toward more unique solutions and concepts. The hardest thing to learn, or even recognize, is when a concept is not worthy pursuing.
Not all concepts and ideas are worth the battles -- either because they are far too advanced for the current audience or mindset, or simply because they aren't good. Marketing, design and communication failures aren't for lack of being creative, and certainly not for lack of being fought for; but more for lack of appropriateness, timeliness and intended market. If you know to develop a concept, than you'll know if you concept is worth fighting for -- which doesn't mean you won't run across the "It's not us", "I don't get it", "This will never work"'s. Knowing you will face a harsh audience with a solid, well researched, and worthy concept allows you engage in a battle for its fruition.
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The customer experience of Church
by Ryan Hartsock
April
16th
2008
FAST COMPANY has an insightful article in their latest issue about the future of customer experiences and how Apple has created nirvana for many customers and employees at their stores.
They have a section discussing the experiences in some of the world's largest service-industry companies such as Gap, Starbucks, The Container Store, and UPS. Alex Frankel worked at all of them in an undercover project and described his experiences with each in his new book "Punching In" which the article excerpts:
• Gap was "my gulag. I constantly waited for the end of my shift. Tortured with repetitive music and constant folding".
• Starbucks he describes as "a company with a company culture akin to kindergarten, where employees are taught to play well with others...".
• UPS offered "a highly regimented job but just enough independence for workers to feel energized."
Ouch...how would our volunteers at Four Corners or any volunteer-intensive church describe their experience though? Meaningful? Fun? Spiritual? How can we keep a keen and watchful eye for our volunteers' experience without losing our primary focus on new faces? Hmm...
The Apple mantra in their stores is to "reinvent retail". Training for each employee is carefully designed...ask questions of the customer to understand their needs, get permission to fire away and digging deeper to ascertain the best products. Apple's three P's: Position, Permission, Probe. Apple is trying to set a culture of employees less as sales people and more as distributors of needed information.
"When employees become sharers of information, instead of sellers of products, customers respond."
As churches move toward a more volunteer intensive environment, we cannot ignore the fact we are much like a customer experience at one of the above listed stores. We cannot deny religion has been commoditized for good or bad, and people look at many of their life experience opportunities as customers. They want information on our 'product' (i.e. where's the children's ministry? what does your church stand for? what kind of music do you sing? etc.) How we meet this challenge may decide the future for many of us...
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Modernista!
by Ryan Hartsock
April
16th
2008
Communication Arts recognized the ad agency Modernista! for their Interactive achievement. If you've never heard of Moderista! you're not alone but there is little doubt you've seen their work for the RED campaign, MTV, Hummer, Cadillac, Gap, Napster and more.
A crazy fact from one of Modernista's many projects...the U2 music video "Windows in the Sky" took 4 months, 2,500 man hours and a huge number of clearances from bands ranging from the White Stripes to The Beatles.
Keep an eye on these guys...I think they're just getting started.
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Church Marketing and Seth Godin
by Ryan Hartsock
April
15th
2008
Read Scott was able to ask marketing guru Seth Godin some questions about church marketing and here's a snippet for what it's worth.
Read Scott: For church leaders without much of a budget and without formal training in marketing, what strategy could build community online most effectively?
Seth: People will talk about you (online and off) if it benefits them, if it makes them feel good, if they get something psychic out of it. The challenge isn’t to figure out the tactics, it’s to create an experience that’s worthy.
To my knowledge, Godin is not a religious guy. His perspective is one, though not unexpected if you read his books and blog, that should remind us all of the importance of creating the experience for people to both connect with God and each other. It doesn't just happen...it takes discipline, effort and foresight. It challenges me anew to look with fresh eyes at the experience church has for its people.
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Welcome to TheChurchBox.com
Wednesday, April 16th, 2008
Welcome to all of you to the very "beta" launch of TheChurchBox.com. There are still a few blemishes and unfinished parts to this site, and you'll most likely notice ongoing changes and updates as we move forward on the site (based on feedback and our own schedules and timelines to update and enhance the site).
We hope that everything goes according to our plan and that your experience with us will be worthwhile. Please let us know of any issues or problems you might experience during your visit here, and we'll be sure to do all we can to fix whatever issues might arise.
