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“Imagination is more important than knowledge.” At least according to Albert Einstein. How many business owners believe that to be true? How many owners even think about nurturing imagination?

I thought about that the other day when a prospective client said, “We need some real creativity.” When I asked about his product and what innovations the company had made over time, he seemed genuinely startled. He’d never considered applying creativity to his product or processes. He only thought of creativity in terms of advertising.

The best campaigns are built on a deep collaboration that builds on a client’s innovation. A client who possesses a vision and pursues it aggressively provides a marketing agency something tangible with which to work. And the results are always impressive!

Creativity starts with a plan. As John Dewey said, “A problem well-defined is half solved.” Many people think creativity is something that happens spontaneously and that it can’t be guided and directed. But creativity doesn’t just happen. You need a sense of purpose, a direction.

1.    Talk to your staff, those closest to the customer and find out what customers like and don’t like about your product or service.
2.    Define the problem.
3.    Determine what you want to achieve.
4.    Do some research; gather as much information as possible.
5.    Get creative.

Think back to when you were a child. Everything was interesting, because you were constantly exploring. You were curious. You were surprised and delighted by what you found. You asked a lot of questions. Many of us need to re-learn how to be curious.

Remember your child. Recall the awe of discovering and experiencing your world. Encourage your staff to do the same. Invest in helping people build their imaginations, as well as their knowledge, and you’ll be well rewarded.