Think for yourself

There’s an article on MSNBC.com that confirms something I (and others) have long believed: group-think is bad. It stifles originality and creativity.

With just a hint of extrapolation, I think this study can go a long way to prove that you can’t make art by committee…not good art, at least. It gets watered down. It turns into “safe,” and that alone kills off a good part of its art-ness.

There’s a difference, however, between group-think and collaboration (a good thing), but it’s a very fine line separating the two. Collaboration is when, for example, an AD comes up with a concept for an ad and knows the visual needs to be a guy hanging from a railing holding the product; the AD then turns to the photographer and gives her/him the freedom to execute the idea. A director and an actor often collaborate, as the director tells the actor she needs to say these specific words and helps her to understand how the scene fits into the whole piece–then he lets her interpret the scene, her role, using her talents.

Group-think is when the AD asks the AE for his opinion and the AE asks the client representatives for their opinions and everyone gets to have their input in the process of creation.  Group-think denies the trust in and respect for each person’s unique gifts and abilities. A CEO even does not have the level of competency to deserve any input in the creative process; help lay out the creative brief? Sure. Define the goal(s) of the marketing campaign? Okay. But after that, get out and let the professionals do their jobs.

And for you creative pros, think for yourself and trust what you come up with. When necessary, fight for your creativity. Don’t let some covey of suits turn your brilliant idea into a pile of generic goo.