_______ in Business

October 17, 2019

CEOs around the world say _______ is the Number 1 factor for future success.

LinkedIn Education says, _______ is the single most important skill in the world.’

94% of hiring managers say _______ is important to consider this when hiring a job candidate.

Can anyone guess what the blank is?

The answer is CREATIVITY.

Even though globally, the UK rates in the top 10 most creative countries, and our creative industries are worth more than £100 billion, the average business is still not living up to its creative potential.

There is a creativity gap.

“Approximately 75% of educated workers over 25, wish they had more creative ability.” – Adobe

A business that invests in creativity is more likely to …

Foster Innovation.
Have more satisfied customers.
Be competitive.
Provide a better customer experience.
Be financially successful.

Video is one of a number of creative tools that can help you. It’s not the only one but when you consider …

“Social video generates 1200% more shares than text and images combined. That’s why 87% of marketers use video content.” – Wordstream

… Why wouldn’t you be using video as your tool of choice?

I have 3 Level Strategy to share with. Captive North uses this approach.

Level 1. We are all problem solvers.

Creativity is not about whether you can paint or compose a song. It’s about using your intellect to form ideas. How many problems are typed into Google and Youtube every day? Billions!

‘How can I fix this? … How can I do this better? … Who can help me do this?’

My first tip for video content is share your problem solving skills with people who have the same problems. Create a vlog or podcast, go speak to other experts, run a focus group. The first ounce of creativity is not in the design of the video but in the task of solving a problem. That’s why so many people are vlogging on their phones because they believe they have something that will help others. It also demonstrates their expertise in their chosen field.

Level 2. We are all storytellers.

Andrew Stanton from Pixar said the secret sauce to their storytelling technique is, “Make the audience care.”

Who actually cares about your stories? You’re successes? Your failures? Your happy moments?

Level 2 content is about identifying your community, your fans, your followers and keeping up a conversation with them.

I often release videos or photos about projects that I am working on and it’s amazing how often that triggers a conversation. If you do great work, people tell others. If you include people in your stories, they tell others. It’s just really important to keep up your side of the conversation.

Stories are windows in which audiences can access your world.

Level 3. We are all brands.

I heard a wiser person once say, ‘Your brand is your promise to your customer.’

A brand tells people what they can expect and what makes you different from everyone else.

Level 3 contents looks at the heart of a brand. Usually, it’s values, it’s USP, its mission statement, it’s overall purpose. This type of content is often communicated as adverts, live stunts or big events. Most companies will only invest in one Level 3 campaign each year. They use themes that appeal to mass audiences.

As a Creative Director it’s my job to adapt the brand message into a concept that can be shared with many. How do I do this?

… You guessed it, with Creativity.


If anyone is looking for support, please leave a comment or send me a message and I will be in touch.

Thanks for reading!


Tom Marshall

Creative Director, Captive North