skip to Main Content

Redefining Creativity

Redefining Creativity

In many marketing agencies, particularly, people tend to leave the creative work to the “creatives” – the copywriters and art directors that are right-brained, maybe even a bit quirky, out-of-the-box thinkers. But in my 20-plus years of marketing, I’ve learned that the very best work doesn’t come when creativity is limited to one perspective or department. Quite the opposite, actually. Creativity can come from anywhere if the structure allows. That’s why at CLUTCH, we’ve built a team with a variety of skills, backgrounds and passions – because that variety ends up bringing creativity, and more effective results, to our clients’ work on a daily basis.

Are you looking to encourage more creative thinking with your team? Here’s a few tips to consider:

  • Bring in outsiders. There’s no reason someone from finance can’t help solve a sales problem, or an IT expert can’t think through a marketing challenge or a way to make your customer experience better. Different perspectives are valuable when trying to overcome a hurdle.
  • Look at other examples. Perhaps your challenge is something similar to something a company in medicine or retail or banking has had. Maybe think through what your competitors have done and how you can improve on it. Look at how others managed their success and see if the process can be applied to your team.
  • Fully train yourself to believe no idea is a bad idea. Sure, some ideas are more out there, more expensive, more complicated or may take more time to complete. No matter what the idea may be, there could be a nugget of opportunity that can be built on.
  • In a different vein, try not to convince yourself a good idea is a great idea immediately. There are a lot of good ideas out there. What makes them great is exposing them to others and their perspectives for refinement and some solid debate. It’s in that struggle that interesting ideas become impactful ones.

At CLUTCH, we work hard to bring a different perspective to our clients’ challenges and opportunities every day. And, we’ve built a team that consistently combines business acumen with creativity to ensure there are unique perspectives around the table. Whether it be positioning a brand differently, uncovering a new market opportunity or building a go-to-market playbook for a new product; we embrace and invest our creativity into every project we take on, because that’s what consistently helps our clients make the most of their opportunities.


CLUTCH is a hybrid consultancy and agency focused on helping B2B businesses find and realize their peak potential. As business acceleration experts, everything the firm does is designed to drive the growth of revenue and opportunity. The firm combines a mix of strategic consulting, marketing communications and lead generation, and learning and development services to consistently produce business results for clients.

For more information visit

Back To Top