The Grand Unified Theory of Creativity

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I am approaching 40 years of experience mumbling and working with Madison Avenue ad agencies and their clients, finding strategies that invigorate the sales of products, brands, categories and industries. Beneath the surface I've sought what I call The Grand Unified Theory of Creativity - what is it that would give a client the single most comprehensive yet concise view of all product and positioning potentials available to their business. While this search with my clients has allowed me to amass many career's worth of experience in less than a lifetime, I still wonder why more people don't get it - knowing as I do that they can go farther than where they are, expanding their product or strategy's Viability Envelope, by just tipping the creative tea cup a bit further - in the same way shifting from 'fit' and 'dryness' to 'development' dramatically expanded Pamper's industry footprint?

Letters back from companies such as Starbucks and their Senior Vice President of Category Management state they have plenty of specially designed resources available for the gathering and measurement of the required data - never realizing that you can never measure your way to where your business can go. Again I ask, "So why don't they get it?"

No one is talking to Starbucks (or any company) about The Grand Unified Theory of Creativity (google "the grand unified theory of creativity" in quotation marks and you will find I am one of only two people on the planet thinking about it, and the other guy wants to be a western writer.) And Starbuck's 'gathered' and 'measured' data is doing nothing to reverse the fact that the strategy that once made them most powerful is now being copied handily by every other Tom, Dick and Harry coffee purveyor.

Strategic Innovation, and The Grand Unified Theory of Creativity is about Multi-Dimensional Creativity. Another one of those terms that companies such as Starbucks tells me is provided by their ad agencies (really?...so if you google the term "muli-dimensional creativity" why don't any advertising agencies pop up in results?)? Multi-Dimensional Creativity is about that comprehensive/concise justaposition of which I spoke earlier - looking at fractions of millions of strategic options in the blink of an eye. That's just to get the linear thinkers out of the starting blocks. It doesn't come from the user-generated input websites touted by Chrysler to get them closer to their customers. It's the Abstract Creativity, The Abstract Dimensioning that ensues that makes the obvious special. (and that's not covered by any ad agencies or strategic innovators either).

So say you are Staples, and the strategy that once made you so powerful, and the first to consolidate office supply acquisition, is now so copied that you've become little more than a commodity; what do you need to shift your business strategy from strategy maintenance to strategic creation mode? You need to visit a fine tailor and get your new grand unified view of creativity custom tailored to fit you.

Fear of Public Speaking

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Public speaking is the number one fear in America. Public speaking is more feared than death and taxes. So how good are the people at your agency at public speaking? How good are the art directors and copywriters that speak for your brand? How good are you? Could you stand in the front of a Home Depot store for a day and hand out flyers saying, "Welcome to Home Depot. Can I help you find something in the store today?" Or would it be beneath you? Uncomfortable? Boring? If rejection didn't get you, your inability to maintain a great attitude would. So if agency people can't speak to people one-on-one, face-to-face, how could they possibly be good at connecting and relating to millions? They can't read faces. They can't mirror emotions. They have no experience. So when it comes time to write an ad, they can't look inside themselves and say, "Ah ha! I've seen that person before." Utilizing interpretations of markets and segments from studies and customer satisfaction surveys become a joke.

The nation's top breakfast cereal brand is probably Kellogg's Corn Flakes. I believe market share is around 6%. I believe the market share has always hovered around that number. Can you imagine how high market share might rise if Kellogg Corn Flake's Marketing Director went door-to-door, introducing the product to consumers again for the very first time? Oh, wait, that campaign was for Frosted Flakes. I digress. The campaign was a poor substitute anyway.

I can guarantee that if the staff of your agency, or Kellogg's Marketing Diretor took your product door-to-door every weekend, knocking on doors and developing the ability to actually TALK to consumers about your products your sales would soar. Now, the executives would reject the notion at first. Imagine dropping 10 or 12 of them off in some neighboorhood and expecting every one of them to speak with 150 to 200 people that hot summer day. Certainly they had something better to do that day that work at making themselves more empathic and better communicators. That's something they didn't learn when going to school. It takes life experience. And you can't gain that behind a desk or focus group mirror. If that were the job description 98% of them would quit. They'd be too embarrassed. It would be beneath them. The few that remained would persevere, getting better week by week. And after 6 months you'd have a crack team of people able to spontaneously connect and relate with just about anyone. What a great agency training program!

In addition to Martin's accomplishments in product positioning strategy and new product development, Martin Calle trains outsourced sales forces for Fortune 500 companies. Clients include Staples, Starbucks, UPS, AT&T, Verizon FIOS, Coca-Cola's Groupe Danone and more whose sales and market share have soared as a result of his training system. Contact Martin for Speaking Engagements and amazing stories from the street.