On day one of the IABC World Conference, one of the themes being highlighted is the shift to boosting creativity in our industry. As communicators design will become the message – and I’m not talking infographics. The days of design, graphics and photography in support of communication are long gone. Yet many communication and PR consultancies, still invest in the traditional practitioner, or highlight their strategic ability as being their differentiator. In the age of social visual communication, real time marketing and hyperthinking, now is the time to embrace creativity and invest in it. Whether you’re a strategist, a designer, a planner, a communicator – your edge will be how you invent the future (as opposed to reinventing the past).

At icandi CQ we’ve understood this for a long time – after all CQ is about adding creative intelligence. It’s about adding innovation, imagination and inspiration – which is what our team of creative thinkers, doers, communicators and designers do every day.

So how do you harness this creativity? We’re all creative, some of us just practice it more than others. We need to hyperlearn – which is about self-learning every day. We need to hyperlink to leverage off new and existing networks. We need to hypershift and change our perspective.

Prior to the conference, I spent a few days in New York practising my creativity. No, I did not sketch in Central Park…but I did take in new experiences to fuel my imagination and inspire a shift in perception. I’ve walked through Central Park, savoured Picasso, Matisse, Munch, Renoir, Monet and Cezanne at the Met, gone to the ballet, taken in the sights and sounds of Times Square, window shopped along Fifth and Madison, watched chess being played in Bryant Park, found some magic in FAO Schwarz and the Disney store, toured the financial district, Soho and Tribeca and been on top of the rock at the Rockefeller, walked through the rain room at the Moma and reshaped assumptions at the Punk: chaos to culture exhibition.

So, you say, what does this have to do with strategic communication and brand building? Tell me more about leadership communication insights, give me the inside scoop on digital trends, share the knowledge you’ve gained about improving transparency and trust in organisations, explain why social-local-mobile is going to reshape communication and advertising in the coming months. I’ll get there. The point is that sharing this with you has everything to do with being a great communicator. Being great at what we do is about experiencing the world as hyperlearners and mastering our skill in creativity, as thinkers, innovators, inventors and leaders. It takes 10,000 hours to master a skill. What are you doing today to master creative intelligence?

 

PS: watch this space. I’ll be posting an update on the key takeouts from the first day’s sessions where I attended (Shel Holtz’s presentation on communication implications for the current hottest digital trends, Philip Weiss discussing Hyperthinking in the age of disruptive communication and Richard Edelman, creator of the Edelman Trust Barometer, on earning trust in the age of change.