Small business agony uncle James Caan on how to make the most out of your staff's creativity.
Dear James:
I want to create an engaging brand but how do I harness the creativity of my marketing team? I am just a small coaching business. Jean
James says:
This week many marketing, communication and creative leaders will descend upon London to discuss such debates at events hosted by Advertising Week Europe. You need to keep up with the trends and think outside the box.
Harnessing creative talent can be tricky no matter the size of your business. It helps if you have a clear vision as it will motivate and inspire others as well as giving them direction. Creativity can be a difficult notion to grasp but it is a key talent that is found at the heart of any successful company. I would say true creativity, with drive and self-belief, are the defining characteristics of any successful entrepreneur.
Give your marketing team time and the space to be imaginative and creative. Running a business and hitting targets is serious as people’s livelihoods rely on the success of a company but the creative process needs to be fun.
Encourage people to work in groups. That way, ideas can be shared along with responsibility and the credit for success. Not every idea is going to be a great idea but it is important not to ridicule people who are brave enough to think differently.
Don’t forget to embrace technology. There are so many ways it can enhance your brand and marketing.
James Caan book, Start Your Business in 7 Days, is out now.
