The path to Greativity

You see, the purpose of a brand lives within the subconscious of the creators of that business. It drives them without them ever being aware of what really is driving them. It produces an abundance of passion within these founders and while they might think that it is what they do that motivates them, this actually couldn’t be further from the truth. Because without something bigger at play on a subconscious level, a business will at best go bottoms up.

Consider that the subconscious mind processes at a staggering 400 billion bits per second while the conscious mind, the one we wrongly assume is in the driving seat, processes at a mere 2000 bits per second.

Yet most business leaders are not conscious of what the purpose of their business is, hence they are not able to verbally share the silent driver behind their business as their business grows and more and more people join their ranks.

And soon their business employs a thousand people. It may even grow to a size that justifies having a marketing department that spends millions on advertising.

But here’s the rub.

If a business operates without a clearly defined purpose, the people within that business, including the marketing department, will operate blindly. And yes, it may make tons of money, but is financial fitness the only measure of
a healthy business?

A truly healthy business should have everything in abundance: innovation, inspiration, excellence, harmony, joy, well being of people, freedom to think and to dream, and trust – all the great stuff that positively affects the product of the business. And only then, in turn will it deliver an abundant inflow of that byproduct we call money.

There’s an essence within your brand, take the time to discover it. You may just find that your business has a lot more to give.

In 2012, the Mecca of global advertising, The Cannes Advertising Festival, reported, “From purposeful advertising being a great to have, it is becoming a mandate for great work that works.”

We live in a world where people are desperate for greater meaning. Gone are the days of merely expressing a Unique Selling Proposition in an interesting way. People are looking for substance, and purpose brings substance to a brand.

But more than this, purpose will also inspire creativity in your business and communication like nothing ever before it. The kind of creativity that connects with people and gets them talking. The kind of creativity that resonates in the gut and doesn’t just tick boxes in the mind. The kind that moves people – be it to laughter, tears or a goose bump or two and will be remembered and spoken about for years to come. The kind of creativity that will naturally occupy the most sought after media space in the world – the space between the ears of your consumer.

The kind of creativity that I call: Greativity.