Chaos, the remedy for the conventional, encouraging to diversity.
Diversity. In all the sessions I attended at the Cannes Lions Festival, diversity was mentioned numerously, in various ways and contexts. It was said multiple times that “if everyone in the room looks like you, then there is something wrong.” That couldn’t be truer, in all interpretations.
From powerful chief brand officer and chief strategy officer to founders of smaller advertising agencies, like Jim Winters from Badger & Winters. Diversity yields differentiated ideas, which is where creativity is born. Winters, in particular, stated that in his professional opinion, personal experiences are more valued that professional ones. He said that in room full of people with diverse racial and gender identities but that had all graduated from the same university, they still came up with the same ideas.
With that there comes the “Case for Chaos.” Another session I attended focused specifically on “Why your strategy needs more chaos?” The presenters were Rob Campbell, head of strategy at R/GA EMEA and Martin Weigel, head of planning for Wieden + Kennedy Amsterdam. They argue that corporations do not think that they need to make memories anymore, instead simply deliver what consumers want, resulting in the so- called cultural landfill. They also explained that simply converting consumer interests in services is not the same as building memories and values that both corporation and consumers share.
The reason behind that is because methodological orthodoxy leads to the “me too movement,” composed of mainstream creations by recycled ideas. Yes, it is true that repeatable methods are advantageous in producing predictable output, but it is the antithesis of producing creativity.
The application of chaos takes various forms. Campbell and Weigel explain: “look at the culture around the category, not only the category.” This will allow you to implement the edge effect into your creative processes. The edge effect turns your focus into where things are heading, not where they are now. This will also help in creating work that is relevant to the culture.
Chaos fuels diversity and diversity fuels chaos. Interdependently, these two together leave no space for the mainstream and only for exponential creativity. Use chaos to shift your best practices so that they do not remain the same and similar to others’. Use your personal experiences to enrich your diversity.
So, before focusing on that prestigious internship with that global firm, before joining those clubs and organizations and checking off those valuable skills to add to your resume, think about your life. Think about your experiences. What you have actually seen and felt? What stories do you have that make up who you are?
At the end of the day, we all graduate from similar degrees and took all the same classes. While everyone else is attempting to distinguish themselves through grades, no matter how high the number is, it will always weigh less than an inspiring life experience. You might experience a life realization, you might also not. It is the collection of stories that will skyrocket your potential and creativity.
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