Sometimes my day just feels precisely like this ‘50’s(?) game of ‘Domino - Circus’. 

Which is basically ‘match the pairs you idiot’. 

Or rather more romantically ‘ce jeu amusera les tout petits et les plus grandes.’ As the languid back of the pack description had it. 

It reminded me of an article I caught yesterday (citing McKinsey no less), about the value to busyness of stapling ‘creative’ into All The Thjngs. 

And there are consultantsFigures that appear to back the argument;

“…companies that prioritize creativity have 67 percent above-average organic revenue growth and 74 percent above-average net enterprise value.”

Which is nice. Wonder if that premium could be invoiced ;)

If that notwithstanding wasn’t enough to set you leaders running to download Creative Cloud, there’s more;

“Creativity has a superior business value, yet it is too often siloed in “creative” departments, like design or marketing.”

But what happens when - if you’re not actually one of LMVH’s brands but just a regular type of product-led manufacturer or distributor of intermediary?

And actually ‘creativity’ in the sense of a big-brand-handbag with a super-star Creative Director isn’t your daily MO?

Finding a means to fit creative in natural-like? Hmm. The answer’s often like the cards. A bit, well, weird. 

But there is another way of thinking about this. As the author of the article explains;

“The creative industry doesn’t need a more efficient execution; it needs more creative responses, processes, and business models.”

But it doesn’t. 

Many already have them. 

But they’re not usually the things businesses expect to find or if they do, often trust to a design co. 

It’s that kind of design thinking that exactly leads to a better thing. A more effective execution. 

You want efficient, anyone can prompt it. 

If you’re looking to make a difference, there’s an old fashioned word for that. 

Begins with the same letter as ‘difference’ but with 40% fewer letters. Ah. Efficient as well lol