TribLIVE

| Business

 
Larger text Larger text Smaller text Smaller text | Order Photo Reprints

Creativity trapped in 'the box'

Email Newsletters

Click here to sign up for one of our email newsletters.

On the Grid

From the shale fields to the cooling towers, Trib Total Media covers the energy industry in Western Pennsylvania and beyond. For the latest news and views on gas, coal, electricity and more, check out On the Grid today.

Daily Photo Galleries

'American Coyotes' Series

Traveling by Jeep, boat and foot, Tribune-Review investigative reporter Carl Prine and photojournalist Justin Merriman covered nearly 2,000 miles over two months along the border with Mexico to report on coyotes — the human traffickers who bring illegal immigrants into the United States. Most are Americans working for money and/or drugs. This series reports how their operations have a major impact on life for residents and the environment along the border — and beyond.

Wednesday, Oct. 9, 2013, 12:01 a.m.
 

“That's so cool that you get to sit there all day and be creative.”

If you're a professional “creative,” you've likely heard that phrase a thousand times. And it makes you want to scream, “It's hardly like that” — especially these days.

In these times of quarter-to-quarter thinking, reduced budgets and the expectation to “jazz it up,” “make it go viral” or “make a logo out of an eagle carrying a vacuum cleaner,” the creative industry has grown, well, not so creative.

Many people clamor to get into this line of work, but now 1 in 4 are thinking of quitting.

Take a look at what folks in the industry in the United States and United Kingdom had to say in a new study titled “Free the Creative” conducted by Getty Images' iStock with KRC Research. The study surveyed more than 400 “creatives” — workers ages 18 to 64 who labor in design or visual arts, production and direction, photography, publishing and advertising or marketing.

The conclusion: The people whose jobs are to be creative are struggling in an increasingly stressful work environment.

Their creativity is under threat from three main barriers: too many responsibilities, lack of time and lack of money.

As a result, nearly one quarter say they spend less than two hours of their day doing “creative work.”

The majority — 60 percent — said they have had great ideas in the past year but not enough time or support at work to achieve what they wanted.

The biggest challenge to working in a creative job is staying inspired. Nearly 70 percent said they want more creative time and 63 percent said they do not have the time they need for creative reflection and inspiration.

Time constraints make these workers feel stuck in a rut because they have too many competing priorities to just sit and think. Another insight: If these workers feel under the gun, they are less likely than others to take risks.

“People spout the mantra, ‘Think outside the box.' But doing that, then executing on things outside the box, create risk,” a creative director at an advertising agency told me. “And clients and executives don't want to take risks anymore.”

Technological advances can be good and bad.

“(It) creates more short-term opportunities because it allows us to turn things out overnight,” he said. “With that, clients think they can delay decisions until the last minute or that we can just create breakthrough ideas in an hour.”

“Truly breakthrough ideas rarely hatch overnight,” say the authors of a Harvard Business Review article titled “Creativity Under the Gun.”

“You may use pressure as a management technique, believing that it will spur people on to great leaps of insight,” they say. But is that the best approach? Short answer: no.

“When creativity is under the gun, it usually ends up getting killed.”

The iStock survey also showed that creative thoughts and ideas are born mostly outside the office.

Most of these professionals seek creative channels outside of work in photography, writing or art. Just think of all the creative juice that could come to life if they were free to create at work.

Write to Andrea Kay in care of USA TODAY/Gannett, 7950 Jones Branch Drive, McLean, Va. 22108. Email: andrea@andreakay.com. Twitter:@AndreaKayCareer.

Subscribe today! Click here for our subscription offers.

 

 


Show commenting policy

Most-Read Stories

  1. Pirates acquire pitcher Blanton from Royals for cash
  2. Starkey: Garoppolo baffles Steelers
  3. Peduto blasts Wolf’s plan to borrow $3B to shore up pensions
  4. Tight ends’ role in Steelers passing game continues to lessen but players remain selfless
  5. Steelers notebook: LB Dupree sits out backs-on–backers drill
  6. McCutchen, Pirates cruise to interleague victory over Twins
  7. Steelers’ Bell unsure why NFL reduced his suspension
  8. Hempfield man serving life without parole for killing wife tells judge he’ll pay restitution when he’s released
  9. Inside the Steelers: Williams’ quickness out of backfield evident in drills
  10. Extremes in weather hurt crops in Westmoreland
  11. Woman crashes car at Pittsburgh federal building after high-speed chase