Bravery is Fundamental to Innovation

POSTED BY Michael Zydzik - 08.01.12 - Creative

Hi, I'm Michael. I'm the creative director at Fusionfarm. I've been a creative director for over 15 years. But I’ve been unbalancing the equation since birth.

Since this is my virgin trek into The Buzz, I thought it best to simply introduce myself, our method at Fusionfarm and maybe a few opinions along the way.

Glossy Smorkin Labbit by Frank Kozik  

We are first and foremost an advocate, without industry hubris, for the audience. Which, by extension, makes us an advocate for the client. Our advocacy is expressed in developing great creative that lives across all platforms, building a holistic and clear brand voice that makes sense to an audience.

So, what is great creative? Great creative is unexpected and powerful enough to make an audience feel something so deeply that they are compelled to do something. Hopefully something legal. Even better - that they are moved to experience a client's brand and fall in love with their products and services.

Ok, so how do we get to producing great and effective creative on a consistent basis? You definitely don't get there by blindly following rigid, linear processes that are merely academic. Although necessary to meet deadlines and to implement strategy, those processes have little to do with fostering great creative and, in fact, quite often crush great creative. Academics are nice, but academics tell me that 1 + 1 = 2.

I believe that 1 + 1 can = 4. Or 17. Or 856.

Be brave, innovate. Bravery is fundamental to innovation as innovation bucks the "safe" math for an equation that actually adds up to more than the sum of the parts. And that can be a little scary to people who hold on tightly to linear strategies and systems. Systems - the very sound of the word makes me feel itchy all over. Innovation doesn't live on a straight line. It zigs and it zags. It's uncomfortable and disruptive. But, since the best ideas are often found in the most absurd places it is imperative that a culture of fearless exploration and discovery be allowed to thrive. And as much as that culture needs to be fostered and supported internally it needs to be established externally to help guide clients to discover their own sense of bravery and reverence for the disruptive but prosperous journey that is innovation. The result forms a long term collaborative and transparent relationship with the client that benefits everyone.

So, introduce some entropy, a little cosmic disorder into the equation. Go on. Break the rules - you know you want to. Viva La Revolucion!

Stay tuned for more of my 11 secret herbs and spices.

ABOUT THE AUTHOR

Michael Zydzik

Michael Zydzik

As Fusionfarm's creative director, Michael directs his team creatively. He also leads branding and marketing strategy efforts, multi-media advertising campaigns, client pitches and presentations. He has two rescue dogs he refers to as his "kids" named Noodles and Monroe.

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