TED is full of wisdom. No matter who talks, about what subject, sharing whatever type of knowledge. One always walks away improved.
Watching this passionate and useful presentation by Bonnie Bassler I thought about creativity and the creative professional.
The market is shaping new roles and new disciplines, and the marketing creative is not inmune to those changes.
Bacteria is kind of a superhero. Powerful and always present, and I think that we can learn a little bit from bacteria when thinking of the super creative of tomorrow.
- Its all about DNA. Anybody can be creative. I believe that to heart. But not everybody can deal with tight deadlines, be creative on demand and be conceptual with restrictions. Is more about who you are and whether or not is in your DNA.
- Bacteria do many things. Mostly good and some bad. Creatives create 30" TV ads, but that's just a small % of your talents. Creative will do many creative things.
- Bacteria turn on group behavior. They talk to each other, are inclusive and cooperate. The creative lone rider is, I think, no longer working.
- Bacteria is Multi-lingual. Creatives need to speak different languages to collaborate with multiple disciplines: Planners, engineers, web designers, art directors, product developers, user experience designers, clients...
- Bacteria develop defenses. I think that adapting is essential for creatives. New clients, new brands, new partners, new boss, new rules, new playground. But same game: generate ideas with value.
- Bacteria do things together because it makes a difference. They have collective behavior and carry out tasks that they could never accomplish if they simply acted as individuals.
- There is chemistry between bacteria. At the end of the day, without chemistry bacteria wouldn't accomplish any of the things its supposed to accomplish.