Welcome to the Reading Club’s September edition. We started the Reading Club by Biezonder because we like to discuss articles relevant to our trade, and we strive to discuss at least one text each month.

What we are reading: Specialisatiedrang komt creativiteit niet ten goede, integendeel. In which Maarten Bakker argues that creative specialists must leave their shelters of complexity to make room for straightforward thought. Because, so argues Maarten, simpler thinking is where creativity emerges. He notes:

“One of the biggest misconceptions about creativity, as far as I am concerned, is that it is illogical.”

According to him, creatives are the more logical species. They are best at finding the most straightforward definition of a given problem, which allows them to come up with the simplest solutions. 

This is what we think about this article at Biezonder

Lola: I agree that brand strategies should be understandable for everyone, yes, even your grandma, but I notice that more complex, ‘intellectual’ explanations are taken more seriously. I firmly believe we can achieve more in this world through inclusion, not exclusion.

Marie-José: Well, just come up with the most straightforward solution, slather it with elite hubbub, tada: A simple solution in disguise ????.

But on a more serious note, I became very happy when I read this article this morning. I love simplicity, and simple thinking is a skill that seems to be getting rarer and rarer. Asking a silly (or stupid) question is just as rare and not easy either. It takes guts to ask that stupid question, but I dare you to ask anyway

Barry: Should it even be our job to define the problem? I think the client should come up with a well-defined question, providing him with a frame of reference to assess our solution and leave us to do what we do best; create meaningful brand strategies.

Jim: I distrust people who come up with all defining solutions, such as the one Maarten proposes in this article. But, to respond to Barry, A well-defined question still leaves room for a redefinition of the problem, right? Which might even lead to a solution that is so simple it doesn’t even need something creative?