If there is one thing we can be certain of in life, it is change. Nothing stands still in the world of business and those that do are liable to fail. The UK and local economies have seen dramatic changes over the last five years, and the current political scene is unrecognisable from what it was even a few years ago.
Whether we like it or not, we are where we are and must be ready to embrace change. After all, change can bring innovation, creativity and a culture to be a little bit different.
In business, doing something different can be key to market success. In the marketing and PR world, being different is not just beneficial, it’s vital. We’ve all at one time been asked ‘what’s your point of difference?’ yet many are happy to remain part of the pack.
Some of the easiest things we do every day were once imagined by someone having a bit of a crazy idea. Who would have imagined ten years ago ordering a BBQ on their phone and getting it delivered to their house the next day? (Thank you Amazon).
Some of the craziest ideas have come about by people thinking a bit differently. By just coming up with ideas and taking risks. The more ideas you have, the more likely you are to have that really big idea – that life changing moment.
Something new always does sound strange and different. What was the reaction to the first car, to the first aeroplane – who said it would be okay to fly?
Digital media offers huge potential for trying out ideas. We have so much analytical information now it is easy (and satisfying) to see what works well and quickly refine or halt campaigns that performing less well. Websites are no longer simply an online sales brochure. Instant editing and easy new content uploads make a website a powerful sales and marketing tool. Social media platforms allow a company to share its personality as well as commercial information. Fast-moving channels allow businesses to be just a little bit different, so they stand out in the often humdrum corporate world.
When it comes to marketing materials, advertising campaigns, website design and functionality and PR, standing out and being creative is key. Powerful, thought-provoking headlines, dramatic visuals and memorable taglines get attention because they’re different. Video has long been hailed as the future of digital success, but increasingly creative animations are standing-out from the crowd and engaging with audiences in far more interesting way.
We can all have a ‘Eureka’ moment, but true creativity comes from many minds joining together, building on each other’s ideas. It’s easier to take a risk when you are not alone. Every one of us is creative in one way or another, and a combination of skills, experience and diverse personality traits can be a powerful combination when it comes to idea generation.
Times change, yet none of us have a flying car (yet), and we aren’t going on holiday to the moon any time soon. But we are banking on our phones and holding live business meetings in different continents, so you never know what’s next.
Take a risk – be creative. And do it quickly – you may not be the only one with that idea. It’s time to make a difference. It’s time to get creative.
Yvette Raynor, PR manager of Jasmine