04/09/2024
Often when ideas are discussed in a larger meeting, the room splits into 2 partitions.😂
Creatives: This Idea is creative, we know it will work.
Brand Managers: But have you even checked if this is something that would connect with our TG? In the end, will it boost my sales?
(Often this discussion either leads to an unpleasant and abrupt conclusion of the meetings, or it brings out the best of ideas.)
Chalo, elephant in the room is addressed? Now let’s tame it well!
Sales are important, so it will never be out of discussion. There wouldn’t exist any kind of art without it getting a monetary praise and demand. The joy, the fun and the amazing feeling that you get after your ad is approved, should reward you in money as well.
Having said that, creativity is also the need of the hour. Otherwise, how do you plan to stand out? Selling a product? Ten more people are! Providing a service? Many people are! You’re just one creative idea away that can change the game forever.
So, how do you reach a conclusion?
In times like these, what’s crucial is to revisit the primary objective and the ask. Look beyond obsession of numbers and feel beyond the thirst of awards. Take a breather and ask the toughest question to yourself - is the story connecting with me?
Don’t forget that we’re dealing with human emotions – they are simple. A sudden notice of a closed Mondays makes people happy, a surprise appearance of an old friend makes people happy, an announcement of a 50% sale at H&M makes people happy, and many more.
People are simple. You shouldn’t have to debate whether something works if it easily brings you happiness!
