Can the Best Creative Solutions Ever Come from Collaboration?
Not if collaboration means consensus
If you are invited to a brainstorming meeting today, consider this.
- Involve the relevant stakeholders
- Build consensus phase by phase
- Design a process map
- Designate a process facilitator
- Harness the power of group memory
I think these steps are brilliant and especially useful as a framework for collaborations large and small. At first they seem sort of obvious—but as with so many “obvious” things, further explanation quickly gets tricky. With Straus, every step is critical and has its place. Best to plan for it.
But one thing Straus does not address is how collaboration works in developing a risky communication event that requires a singular voice. I’m thinking of something as simple as a letter, brochure, print ad or broadcast spot and beyond. Anything meant to cut through clutter and gain attention.
Though I’m a big believer in collaboration, there are times in a collaborative process when working alone gives the best results. I’ve always felt my best ideas come after having a chance to noodle a problem on my own and then come back with a few possible solutions to retrench with the art director or other team members.
Brainstorming meetings don’t afford this opportunity. And sometimes (if handled very badly) they lead to consensus talk. Any communication tool that is the product of consensus is likely to be so bland as to be invisible. That’s because what we usually take for consensus is finding agreement around some solution that does not offend any of the stakeholders. If someone says my headline is “Fine,” then I’ve lost the battle. As a copywriter, I crave a visceral reaction or a polarized response. Consensus often results in pabulum.
- A brainstorming meeting can be useful for getting a lot of different ideas. A brainstorming meeting is not useful for honing those ideas.
- Creative people can and do collaborate to achieve wildly wonderful stuff. But at points in the collaborative process, a singular voice must take command to champion the risky solution. And a singular vision needs to guide the piece toward a singular voice.
At some point a singular vision must step in to create a singular point of view and to champion a risky idea.