現今以創意為主導的商業社會，相信大家都有跟創意人例如平面設計師、網頁設計師、廣告人員、創新者、作家、攝影師、影片製作師一起工作的經驗。大家對創意人天馬行空的想法是否感到很頭痛呢？UEA 的 Professor Robert Jones 提供了一些Tips給大家：
1. Bring them in early
The best creative people can contribute to the thinking, not just execute it. Bring them in early and take advantage of their way of looking at the world.
2. Brief them on where, not how
Write a short brief that sets out where you want to get – including your goals, brand architecture, big idea, proposition and personality. But don’t say how to get – being prescriptive will limit creativity.
3. Take time to bond
A formal brief is a start – but you need to feel in tune with your creative people too. Spend time with them informally. Go out with them into your business. Talk about what you like and don’t like.
4. Encourage exploration
Don’t expect to get straight to the answer. Encourage your creative people to try out a range of responses to the brief, from cautious to far-out.
5. Give feedback on what works
When you see a piece of work, say straight away how you feel: first emotional reactions are always valuable. Second, go back to the brief and highlight those parts of the work that are working best, and those that aren’t. Try to talk always about what works, not what looks nice. Remind the creative team of where you want to go, but don’t tell them how to get there.
原文／2012 Brand Leadership- Brand in Action handout by Robert Jones
Photo via D. Sharon Pruitt, CC License