“The recognition and understanding of the need was the primary condition of the creative act. When people feel they have to express themselves for originality for its own sake that tends not to be creativity. Only when you get into the problem and the problem becomes clear, can creativity take over.” - Charles Eames
Exceptional individuals and teams who work in the field of communications have the ability to think in very strategic terms. This means they have the aptness to observe the overall goals of their organization, or the industry in it's entirety, then apply it to their work. They challenge themselves by asking, "How does this single, big idea become many actionable, small ideas?"
There are two interdependent and notable ways to work through the development of content strategy for an organization: creative thinking and strategic thinking. The planning, creation, delivery and governance of content is best executed when carried out by a team of creatives. If you rely on one mode of thought without the other, you may find that the creative approach leads to your plans falling apart, while too much of an emphasis on the strategic approach leaves you with a solution that is uninspiring and lacking impact. Using a combination of the two approaches, you can take any idea and turn it into something meaningful, powerful and actionable.
Design creativity is not an artistic indulgence, but a discipline that can help define business problems and articulate strategic directions. The two main things you need for a content strategy are the answers to the questions "why?" and "how?". You must ask yourself, what is your objective? What are you trying to achieve through content? Being able to answer these questions cultivates strategic creativity. When strategists and creatives can work harmoniously together, they evolve into a mythically multi-talented and amazingly versatile "unicorn". Like actual unicorns, they’re hard to find, but once refined, offer up enormous benefits in the workplace. They shatter expectations, raise the bar for the quality of work, and improve the culture of an organization.