We tend to think that creativity is confined to the arts and fashion-focused industries. Of course, there is certainly a lot of creativity in fashion. Creating new looks for the season not only requires an understanding of what’s in vogue, but also an ability to work these trends into something people haven’t seen before. This isn't easy. It requires a special kind of mind that’s capable of looking at the box (i.e. what’s happening in the moment) and then stepping outside of it.
This process happens in many other industries that are deemed “creative.” However, this doesn’t you can’t push the envelope in so-called “non-creative” industries. Specifically, if you’re thinking of a new career outside of fashion and want to use your creative skills, it’s more than possible. There are examples of this all around us. Look at any big brand, regardless of what it’s selling, and you’ll see instances of creative, outside of the box thinking.
Outside the Box Thinking Makes Products Appealing
Take, for example, online casino gaming. You might think there isn’t much you can do with games such as blackjack and roulette. You’d be wrong. Modern online casino games are far more than cards and betting chips. There are live dealer games featuring nightclub backdrops, for example. Then there are promotions. All top-rated casinos offer incentives. These incentives often have a theme or overarching concept. For example, Betfair's latest casino offers may include free spin promotion. The deal itself is appealing to customers, but there needs to be a theme.
A theme Betfair has used is the diamond geezer. Playing on the Del Boy from Only Fools and Horse vibe, this theme is multi-layered. The idea of diamond geezer can be seen as appealing to the casual bettor. Therefore, it’s an offer everyone can enjoy. Then there’s the diamond inference. So-called diamond geezers are often larger than life personalities that like to wear flashy outfits. There’s a certain sense of wealth and success associated with this which, in turn, implies it’s a generous promotion.
These connotations might be hard to spot on a conscious level, but they’re there. This is the mark of creative thinkers who have thought outside the box and found a way to make a simple offer more appealing to customers. We can say the same thing about De Beers’ famous “a diamond is forever” campaign. Coined in 1947, the marketing team at De Beers changed the industry by subtly implying that no marriage is complete without a diamond.
Don’t Lose Your Creativity
There wasn't anything inherently original in the idea that jewelry is essential for marriage. However, as fashion designers often do, De Beers took an existing idea and made it original. One of the first posters in this campaign had the tagline, “2 months’ salary showed the future Mrs. Smith what the future will be like.” The implication here is that diamonds are the ultimate declaration of love.
Their worth directly correlates with the worth of a spouse. That’s a clever (if not cynical) marketing trick. Not only that, it’s creative and another example of how thinking outside the box can help a business. As a creative thinker, this should give you a lot of confidence if you want to start a new career. Creative industries are creative, that’s obvious. However, you can apply your creativity to any medium and stand out from the crowd in any industry. That’s the point you should remember if you’re embarking on a new career or starting your own business.