Become a creative consultant
So how do you use this report to your advantage? It provides useful evidence if you want to get involved with clients on a broader consultative basis rather than just producing materials for them. As best explained in the book Experience Design by Method's Patrick Newbery and Kevin Farnham, creative firms should be helping clients from beginning-to-end: starting with their branding, then how that defines what products and services they produce, and finishing with marketing and selling those to their customers - rather than just concentrating on the last third of these.
On less broad level - or board level even - the report suggests that businesses have a desire to be more creative, so there is also the opportunity for creative agencies to help clients become more creative in their daily dealings. Put on workshops for them to help bring out their inner creativity, pass on the practices that you use to inspire and drive your team - from Monday morning 'show-and-tell sessions' from team members to the importance of bringing in guest speakers to talk to your staff (or going out and finding them).
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