Our roles as marketers have shifted drastically from being consumer-centric to being human-centric. This means that the key driver for any potential relationship with the consumer stems from a relational requirement to connect with the humane and emotional nature of the consumers – which in turn requires us to add value and meaning to their lives.
To add value requires us to dream up solutions that delivers meaning to the lives of consumers. It’s simply not just a message or an idea that will deliver the required value, but creative solutions to the problems consumers face on a day-to-day basis.
Throughout the years creative problem solving has been allocated to those selected few who were deemed to have supernatural creative propensities – the era of the creative. Today creative problem solving is the backbone of every entrepreneur, start-up, business guru and life-student alike.
Lets unpack what it means. A creative process is about imagination. Everybody has an imagination. And in turn everybody has the ability to be creative.
Problem solving is as easy as finding solutions to those everyday problems that occur, be it in business, brand related, a consumer problem or even a personal challenge. Creative problem solving thus means to use our imagination to find solutions. Solutions that will answer the very basic need of any challenge that presents itself.
There are a couple of emerging influences that are shaping the way we approach creative problem solving today. These influences are changing the way we work, learn and live.
- The Connected Cultural Creative
There is a major shift in the society and the workforce, as we have known it. The focus is on the cultural creative and the roll of these within our society. The Creative Class as defined by Richard Florida are those that believe that they are more than just the sum of the physical attributes that defines them. “The Creative Class is not a class of workers among many, but a group believed to bring economic growth to countries that can attract its members”. They believe that they can change the society through their influence through creative problem solving.
- Immersive Tech
Universal access and the access to information are creating opportunities for immersive experiences. It results in the evolution of consumers and the required platforms they engage with. The role of the device can transform opportunities that drive the mobile ecosystem. Technology becomes the enabler of immersive experiences and access to ideas, thoughts, inspiration and various best practices. We see a strong role the Thingternet (the internet of everything) plays here with interconnected outcomes. This creates hope for our businesses, brands and consumers alike.
- Holistic Transformations
The human has various components that form our make-up. Two key elements in working towards holistic transformation is understanding the correlation between the digital content revolution and experiential learning to enhance ourselves. Harnessing these two components with leadership and readiness will result in a holistic transformation of our approach.
Our role as marketers is to manage imagination (the heart of the human mind) by turning challenges (the driver of innovation) into solutions (blue ocean thinking by answering the business problem) by recognising the above-mentioned influences.
As marketers, we need to evolve as Imaginative Solution Architects, generating creative solutions to derive new opportunities from it. The future of our business and fraternity relies on our ability to view marketing as a holistic role to add meaning and value. We have to harness the role of the cultural creative and immerse ourselves in the tech that is creating the future. Lets become Imaginative Solution Architects with great foresight, data intelligence and societal relevance to enable solution-based platforms.