In the paper titled "The Bias Against Creativity: Why People Desire But Reject Creative Ideas" the reputable academics who conducted the research (I'm definitely uptowning on this one) suggest that the biggest challenge for clients when it comes to embracing creative thinking is the unknown. It's risky. Largely because it's, well, unknown. In a world that's often resolutely risk-averse, this is the paradox: I want creative and novel ideas but novel ideas take me out of my comfort zone and render me uncomfortable.
Hhm. "No" is the easiest answer.
Here's a novel idea, without the risk: DRTV.
Which isn't to say DRTV is inherently un-creative, nor devoid of risk. (Ask the people who brought the world The Snuggie if they thought that was a sure thing. Over one hundred million dollars in sales later...)
But let's face it, the risk we're talking about is All About The Money. DRTV embraces the kind of creative thinking that will prove itself - or not - quickly and without a huge investment. A couple weeks on the air and you'll have your answer. A client who jumps on the DRTV bus doesn't have to hold her breath hoping an idea will turn out to be successful in Year 2 or Year 3 while watching her marketing budget dry up, not to mention her prospects for that big promotion.
Even with all the copy testing in the world, there are no guarantees in life. Except with DRTV. If it works, you'll know it faster than the time it takes to sew arms on a blanket. If it doesn't, well you'll know that right away too. So you can move on to your next novel, creative, risky idea.
Take the creative bias out of your creative ideas. Try DRTV.
Mike Powell is the SVP/Executive Creative Director at A. Eicoff & Co., one of North America’s largest DRTV agencies.