What can the Great British Bake Off teach you about creativity?

Wednesday, 1st October 2014

Categories: Creative

On the face of it it’s pretty clear that most of the bakers are highly creative. Given the same task, same time scales etc. they know they have to be “different” in order to win.

Creativity is judged by its output – you can describe your cake but frankly the proof of the cake is in the eating, and so it is with an advertisement, or brochure or website.

But there is another aspect of creativity that the Bake Off can teach you.

And that is getting a good brief or a good understanding of all the ingredients you have to use. You can’t create a great solution if you’ve only been halve the requirements – it’s a bit like having to bake a cake and find out you have no flour.

The better the brief the better chance you have of creating a solution that meets or exceeds expectations. So next time you are tasked with coming up with something that is going to be judged on your creativity make sure like all good bakers you have everything you need.

Here is a list of quality ingredients that should go into every creative brief you must have:

• A clear idea of what the current situation is and what needs to happen to make everyone smile. You need to have a clear understanding of what the item you have to create has to do
• How does this item you have to create fit into what has gone before and how does it fit into future plans
• What are the key messages that you need to get across and who is the audience you are trying to communicate with. What do these decision makers really care about – why should they be interested in what you have to say
• What media are you creating for
• Timescales and measurement considerations

You won’t get all of these but you might get some – but if you get them all you will “bake” a great creative solution!

Author: Gamze Bilgili