: Opinion: Moving towards a predictive creative mindset #IndiaNEWS #Guest Post The change in the pace of technology, climate, and socio-political situations is rapidly steering us towards new unknowns.

Opinion: Moving towards a predictive creative mindset #IndiaNEWS #Guest Post
The change in the pace of technology, climate, and socio-political situations is rapidly steering us towards new unknowns. Unpredictability requires constant adaptability, which is demanding for individuals and organizations alike. Given a creative brief/ creative problem, how do creative people plan for solutions that make us ready for the future? Hari Nallan, Think Design details down his thoughts.

Creativity is the production of something original and worthwhile. Robert Sternberg. Anything ‘original’, ‘novel’, and ’imaginative’ is often considered synonymous with the mark of creativity. However, what is of equal importance to note here is that creativity is also about planning and imagining solutions that would be ‘worthwhile in the future. The future is not just unpredictable but also what we term as VUCA-volatile, uncertain, complex, ambiguous. Hari Nallan, Founder and CEO of Think Design, which is part of the Havas Group, India writes about being future-ready with creative briefs and how.

Creatives need to orient towards a new ‘skill’ of predicting to ensure outcomes as they create. The predictive creative would be able to answer this as they create:

How will my users receive the creative solution?How will my creative solution be relevant, usable, and meaningful irrespective of changing context and times?

As Creativity ensures solutions that are future-ready, here are some tips to ensure a ‘predictive creative’ mind:

1. Utilise the power of Intuition over Intelligence: Sense and Respond

The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift. - Albert Einstein

A body of research reveals that intuition can be not only faster than reflection but also more accurate. According to Gary Klein (research psychologist famous for pioneering in the field of naturalistic decision making), “Intuition is how we use our experience to know how to act. ??? Although intuition or ‘gut’ are often considered unscientific or illogical, there is merit in recognising its growing importance.

As a creative, there is value in trusting your instincts next time as these instincts might be coming from processing all your internal experiences and information stored in the subconscious mind.

2. Invest in user research and understand the pulse of your market: Probe, Sense and Respond

In design, qualitative user research focuses on a small group of users representing a larger population to gain insights into beliefs, aspirations and pain points of a collective whole.