Creativity Makes A Comeback!

With several business books already written to reinforce his point, bestselling author/thought leader Daniel Pink believes that creativity is at the heart of 21st century work. But over the course of the past decade, big data, with its ability to zero in on more and more specific demographic groups, has been the big story.But according to Henric Larsson, founder of Stockholm based agency, Chimney, big data may be taking a step back to make room for a renewed emphasis on, you guessed it, creativity.Larsson points to two confluent events, the recession of 2008 and the rise of Facebook ads, as being largely responsible for the dominance of big data as a driver for targeting of specific audiences. At some point along the way, he says, data overcame creativity as the driving force and brands became “obsessively tactical and targeted.” In other words, building the ultimate delivery system has been taking priority over the actual content being delivered.

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A Most Important “Take Away”

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”I keep this quote from “The Little Prince” author Antoine de Saint-Exupery sticky-noted to the edge of my computer screen where I can read it every day. It neatly sums up how we feel about the power and importance of clarity by design; it’s a philosophy we apply to everything we do and every piece of work we deliver.Consciously and unconsciously, we all process countless images and messages as we move through life every day. Actually, they don’t so much get processed as they bounce off of us. From billboards to road signs to TV and radio ads to the barrage of social chatter, they’re vying for our attention at every turn. It’s crowded out there.

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The All-Important Follow Through

In tennis, in baseball, in golf, there’s a lot of emphasis on the “follow through,” that smooth, complete stroke that makes all the difference. As a graphic designer, I apply that same principle, staying focused on quality until the finished piece is in the hands of the client.
I was fortunate at the dawn of my career to have a boss that allowed me to participate in every step of the design process, from conception to execution, and instilled in me the importance of carefully monitoring a project as it moves through the various steps in production, and on to the all-important press check with the printer. Ensuring quality at every step results in a superior looking project every single time. No exceptions.
That comprehensive approach to the creative process has served Cronin Creative’s clients well over the years, giving the final delivered piece that extra touch that separates just okay from really great.

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How Outsourcing Can Help Your Business

Working in your business, getting things done and delivered day to day can easily eat up your entire schedule. It can be challenging to find the time to work on the business, and that can lead to real problems as your company tries to grow and evolve.This kind of over-saturated bandwidth can be paralyzing. Whether it’s marketing related, financial, or just laying out a plan that gets you to where you need to be, the answer can often be found through outsourcing. Having that expert, objective, third party at your disposal to advise, strategize or execute on your behalf can be a lifesaver, and it won’t necessarily cost you an arm and a leg.In her business development role at NOW CFO, Melissa Thorniley helps companies large and small get a grip on their finances and their future. Her company provides accounting help, budgeting advice, and forecasting that keeps companies on track. She’s quick to point out that the right outsourcing relationship can save you money – all the benefits of a full-time employee without having to pay benefits.

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Is Your Brand Sticky?

Chalk it up to the aging process or maybe my information-saturated brain, but I’ve been forgetting things. It’s not the big, important stuff, but the umbrella, the keys, the wallet, all those annoying little details that seem to elude my memory.Luckily, I devised a practical and easy way to avoid leaving things behind. I just place simple reminders to myself around the house. Run out of dog food? Leave the empty can on the kitchen counter where you can’t miss it. Happy dog! Rain in the forecast? Stick that umbrella over by the door. I also depend on the old reliable sticky note. Pasted strategically around the house, they shake me awake on a regular basis.

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