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The Value of Creativity

In the live events arena, it takes creativity to create something spectacular. It is through a collaborative, creative process that produced an immersive VR experience without a headset, a habitable pop-up hotel at SXSW, the USA’s first interactive, regulation-sized LED court, and won two Guinness Book of World Records.

The creative process is different for everyone. There is no right way to harness it. Our creative team has a few tips and tricks to help you connect to your creativity.

Don’t Get Caught up in the Process

Stop thinking about how to start. Set yourself a ten-minute timer and come up with 10 new ideas. Having a tight time frame will allow you to move forward without investing in a outcome.

Don’t be Afraid to Experiment

Try new things. Research emerging technologies, things you like or aspire to. Use them as a framework to solve a problem or remix what’s been done into something new.

Be Willing to Throw Out a Ton of Ideas

Ideas that at first seem silly often have merit. Put your pen to paper and jot down everything that comes to mind. Share them with colleagues, you’ll be surprised where it may lead.

Don’t be Afraid of Getting Shot Down

Sometimes we need to fail before we succeed. Not every idea or concept will resonate or will be practical. Often, we need to fine tune, to look to those who can execute, to shift or alter course in order for a creative spark to take hold. It took James Dyson 5,127 prototypes before he succeeded with the cyclonic vacuum cleaner.

Embrace your Uniqueness

Own your differences. Sometimes what we perceive as a weakness can be leveraged as a strength. Your uniqueness gives you a different point of view, use it to your advantage.


Let it Percolate

Creatives are often hit with inspiration at the oddest times. Keep your phone or a note pad next to your bed. Send yourself a voice memo when inspiration hits. When you allow an idea to slowly simmer on the back burner it will often surprise you by emerging as a fully-fledged concept.

About the Author: Jennifer Kurland has led live programing, branded experiences, and celebratory moments for two decades. As a founding partner of productionglue, she transforms clients' visions into immersive experiences that earn client loyalty and industry recognition. From ideation, to creation, to execution, Jennifer's teams challenge the boundaries of the possible. productionglue has produced hundreds of culturally relevant brand experiences and award-winning events for clients including: Nike, National Geographic, Samsung, SXSW, Comic-Con, Cornell University, Frieze New York, the Office of the Mayor of New York City, among others.

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