Think constraints hinder creativity?
Think again. The tighter the brief, the more creative the outcome. Especially when it
comes to tone of voice.
There
is a persistent assumption that in order to be creative, you need as much
freedom as possible. In reality, the opposite is often true. The more constraining
the brief, the easier it is for creativity to flourish.
The compass and the wilderness
A
tight brief removes those nagging doubts about whether you’re on the right
track or not. If you’ll forgive me an indulgent analogy: a tight brief is a
compass in the Siberian wilderness. It won’t take you to your destination, nor will
it prescribe the exact route you should follow. (Those decisions are down to
you.) However, it will inform your choices at every turn. Each decision can be
justified by the direction the compass points.
The analogy continues
A
vague brief is the gesticulation of a passer-by in that same Siberian
wilderness. You can still choose which direction to head. And you still might
have some idea where you’re going. However, the further you press on, the more
likely you are to get lost. At each turn, there’s nothing to support your
decision to go left rather than right.
The analogy concludes
With
your compass (or tight brief) in hand, once you’re sure you’re heading in the
right direction, you can stop worrying and start to enjoy the journey. New
possibilities open up, and you’re free to explore them without fretting about
veering wildly off course. You can go back and forth until you’re sure that the
route you’ve taken is better than all the others.
