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Being drawn into Mad Men recently, I often catch myself picturing how I am brainstorming with Don Draper, going to client meetings with Peter and working out creative ideas with Peggy. Not that this had been my main motivation when I started studying marketing but at some point I realised to my disappointment, that my personal work reality – in what they call advertisement – might never look anything like that.
Even though the story line in Mad Men might be exaggerated, in this day and age however, it almost seems to be taking place in a fictional world rather than being the description of a past reality. Next to hard work, lobbying and making as much money as possible, their everyday work schedule is dominated by afternoon naps, drawing boards, long lunch hours, pleasure, many brainstorming sessions (,which often involving early morning drinks), creative role-plays and going home whenever their workload is done.
When browsing through today’s job market, focus is still on hard work, lobbying and making as much money as possible. However, it surprises me how – no matter what industry or position – all the descriptions throw in a hand full of keywords, which I can guarantee include one – or most likely all – of the following keywords: result driven, high pressure, fast changing, high demand, entrepreneurial spirit, and certainly ‘out of the box thinking”. The need for constant innovation requires more and more creativity. Not only do I wonder how these descriptions will ever attract anything but generic applications I question if this environment could ever be inspiring for creative thinking and innovation. In a world that talks money, efficiency seems the key. Surprisingly enough, hereby “the more hours & workload the better” seems still to be the golden rule of success. It seems also seems like the tough parts of the worl of Mad Men stayed, while they took the fun away.
Will this development will lead to most efficiency though? Especially when it comes to creativity in the job? The following video summarises what many studies support: to be creative you need the space to be creative. As simple as that sounds. No matter how outdated Mad Men might be and no matter how much society might have improved ever since, in that particular aspect I can only wonder about whether regarding this aspect we should go back to the roots and have a look at how creativity was encouraged a couple of decades ago. In particlular when looking at companies where the space for creativity is given, eg. Facebook and google, their success might speak against “the more hours & the more workload the better”. So next time you are out of creative juices: take a walk or a nap. And if your work environment does not allow that, just try to remind them that key to real creative thinking is.
