Lately, we have been conversing with a potential client who needs to be reinforced on his investment decision. The common misconception with most creative endeavors is the word “creative.” It seems to connote randomness or luck of the draw.
If your creative agency woke up from the right side in the morning, you get a great logo, and “voila” you are off to the races!
Well not quite! The creative process like all other processes is disciplined and highly structured.
Let’s bring in some sweet talk for evidence. For those who have watched Cedric Grolet’s IG videos, you may agree that Cedric is possibly the world’s best pasty chef. Hard to believe if you scroll through his Instagram, where an audience of 9.2 million watches avidly as he slices, pours, scoops, and kneads pastries for the camera.
What you see on camera is the pinnacle of each phase of baking. 1000 eggs making a stiff peak or 50 kilos of raspberries mashed up is a scene that holds people’s breaths.
The videos make it seem so easy, that you want to run into your kitchen and give it a go.
Sometimes, developers have similar tendencies. When you show them Brand Books designed and developed over months, it all seems so easy, and homemade.
Every time you step into a lobby or your room, think of Cedric Grolet’s patisserie and remember everything you touch, feel, taste, read, and hear is designed, painstakingly, in the kitchen.
