For many companies their creative efforts amount to the work of committees: toned done, middle of the road, generally unremarkable. It’s the creative equivalent of stock photography. Full of clichés and very polished. There are no rough edges, no surprises.
It’s safe because no unusual risks are taken, so no one is going to lose their job over the result.
The alternative is being outspoken. You will not end up please everybody, but at least you’ll stand a chance to please some people.
So actually your chances of success have increased. The risk is less, not more.
Take a look at this great video showing Terry Richardson at work. Terry is not an average photographer. Many people are taken aback by his work, but those who do like it really like it. These people may actually respond the way you want them to.
The Making of the 2010 Pirelli Calendar by Terry Richardson from Rafael Rubira fashion4fun.com.br on Vimeo.
Go ahead and take the road less traveled.
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Rik is one of the founders of Klatergoud.
He's the marketing director of Intivation, a technology company that develops solar powered consumer devices, and a graduate of Delft University of Technology with degrees in Applied Physics and Strategic Product Design.
He writes about entrepreneurship, design thinking, business models, innovation and marketing.
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