BUSINESSMANAGEMENTREVIEW.COMAUGUST 20249In marketing, it helps us address the challenges of an unpredictable environment. It's how we solve problems, identify needs, adjust to the moment, manage and empower our teams, and connect our brand with our players.So, what is the creative mindset? It's the ability to tie different aspects together at different times into a cohesive moment, a framework for storytelling. It's about not being fixed in a procedure but rather opening that procedure. A creative mindset can twist and turn with the collective ability to play with your marketing resources ­ whether it's data, budget, time, platform, people, or audience.Creativity isn't just about ideas but about solving open problems with ideas. Most problems we solve daily are open problems without an ending. For example, a hip replacement or flying a plane is a closed problem, but to market a product, a service, or a business is an open problem. Meaning it has no instructions or a finite conclusion.At Activision, my creative team and I are regularly presented with open problems. If we are launching a new game, we need to create awareness and build intent. We then will soft launch and A/B test ideas across territories to best determine what is most important to the players. After launch, we keep the lights on and connect with our players across social platforms to continue building the relationship. Then, we repeat for each new season of the game. It is a constantly evolving creative and relationship-building cycle with a unique storytelling framework.The biggest benefit to creative thinking is that creativity and innovation in marketing promote more than just the bottom line; it can have influential benefits across the business. It can inspire action from your players, differentiate you from competitors, build emotional connections with your audience, and align your teams toward one unifying goal.If this way of thinking resonates with you, remember these five creative takeaways when you approach your next project.1. Creative thinking is more important now than ever, but not as important as it will become.2. Creativity belongs to everyone; it's how we use it that differs.3. The cornerstones of creativity are innovation, storytelling, and connection.4. Offer one innovative idea for every five ideas that can elevate and enhance your brand.5. The fear of making a mistake is the fastest way to kill creativity.When we engage and connect creatively, our brands will be noticed, our content will be memorable, and our marketing will be effective. Creativity isn't just about ideas but about solving open problems with ideas. Most problems we solve daily are open problems without an ending
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