Part 2 of 3 | Read part 1
Spinning wheels is never healthy for anyone. And it certainly isn’t productive. When it’s creative, the hamster effect of taking orders and churning work is particularly detrimental. Creative’s role is to think out of the box. But when they’re stuck in a vicious cycle of overwhelming workload and all to tight deadlines, there is no time or energy to be spent getting innovative. And the agency and work will suffer for it.
CHALLENGE: Too Little Time
Innovation takes time. It’s a simple law of physics. Human thought requires a certain amount of energy and processing to invent. And the physical act of writing or designing requires time. Like putting together a puzzle, one must figure out how every piece works together to create a magnificent whole. When the process is rushed, you will get mediocre work. It’s that simple.
The sad truth is that without time, the work does suffer, and in the end the business will suffer as well. Clients recognize when the work is not great. They feel when they’re not being tended to and they will not stay with an agency that does not treat them like they are number 1, or doesn’t provide innovative recommendations.
SOLUTION: Make a Change
It’s understandable that not all deadlines are going to be ideal. But rushed work should never become the norm. If that is the case, then the agency should take a hard look at its process and overall health. It is a dangerous cycle, and if you find yourself in it, it’s worth it to take a step back, hit the reset button and find a healthier way to get the work done. The most successful businesses and ideas don’t happen under pressured deadlines, they happen with time, thought and insight.