The One Thing Technology Can’t Replace


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“Creativity is one of the last remaining legal ways of gaining an unfair advantage over the competition”. - Ed McCabe

This technology-fueled epoch that we live in can feel like a constantly swirling and propelling vortex. Continual upshifts in gadgets, the dominance of big data and the 24 hour, social-media driven news cycle. It can make you feel like you - and your business - are on a perpetual treadmill.

Of course, there is no point wishing for it to slow down. It won’t. In the words of Graeme Wood, Social Principal at Geek Media: “Change has never happened this fast before - and it will never be this slow again”.

The pace must be embraced. However, it can make it difficult to focus on what matters. Which is why it is important to remember that the greatest missile in your arsenal is creativity.

Creativity is enhanced by technology rather than dependent on it. The idea always comes first. Rather than feeling swamped by the need to continually optimise, concentrate first on what you want to achieve.

Creativity - the big idea - is what gives your business the edge. And it is inherently human.

Every creative act starts with a purpose. Either to create something of beauty for its own sake, or with the intent of solving a problem. Purpose is an inherently human quality which rises out of either the fire or ashes of emotion. Machines and bots are marvellously capable and efficient but it is doubtful that they will ever experience falling in love, being dumped or the rush and satisfaction of succeeding at business.

In the realm of advertising and marketing, working with the right creative talent who can take your big idea and use their own ideas to talk directly to the market is something which technology simply cannot replicate.

That’s because connecting with an audience through art, design and words is at the heart of what it means to be human.