I see a spectrum when it comes to creative processes. Rigid on one end and loose on the other. I think the process determines both the working relationship and the work.

To clarify, by process I mean the way we produce creative work for our clients. The working relationship between brand and branding firm.

To me a rigid process is characterized by stressed deadlines, fixed budgets and safe solutions. They are seen as more trustworthy because they are more predictable. They work well with larger companies that have multiple levels of management and conservative decision making processes. But for what is gained in predictability there is sometimes loss in true creativity. Conservative processes often produce conservative work.

On the other hand there a very loose processes. Characterized by nebulous goals, blind-eyed budgets and risky results. The work is produced much more organically and collaboratively. I've seen them work well with smaller businesses who are energized by their brand's potential. They are willing to spend money on imaginative ideas that they helped create to make money. But while open processes may produce innovative results they don't guarantee a profitable business. The risk may not pay off.

Over the years our creative process has gone from one end of the spectrum to the other and back again. I've come to realize that the whole reason for a process, rigid or loose, is simply to build trust. The most important piece is trust. Regardless of the size of the company or their risk tolerance, trust must be established if anything is to get done. Our job is to push brands forward into unimagined tomorrows not just prettier todays. But nothing is going to happen if there is not a trusting relationship. Goals need to be defined, budgets respected and deadlines met. That's just being responsible and professional. But those only mean mediocrity if both sides are not also energized by the brand's unrealized potential. Respectfully put all cards on the table. Speak honestly, openly and frequently. Trust each other. It will make the "process" so much better.

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