Field Notes Inside an Integrated Communications Agency

When creative people work, they put old, new, unsuspected, and often disparate ideas into the creative black box. They add a healthy does of insight and as much talent and experience as they can muster. They give it a good shake. What comes out hopefully informs, challenges, connects, delights, angers, or inspires people. And very often it pushes boundaries.

In the world of online communications, pushing boundaries is sometimes scary business. It means you sit there with co-workers and sometimes even the client and describe something that you may not know how to build - or even scarier, something that can't be build. But you can't admit that. You have to sell the idea and worry about how to build it later.

This is the dirty little secret that creative people tend to keep to themselves. It is only after you have convinced the decision makers (and get the signed check) that you go back to your desk and ask yourself "how in the blazes am I going to build this thing?"

That trepidation is exhilarating to some people. I would go so far as to say that I'm addicted to that feeling. The fact that this situation is common practice in Web and interactive work is probably one of the reasons that I am part of the industry.

What clients initially buy into when they partner with a creative organization is not the final idea, but rather the promise that the "creatives" will come up with something great. All creatives make promises that they don't know how they will deliver. It's part of the business and part of the magic.

What I find amazing is that as creatives develop ideas, only rarely do the tools or even your own abilities prevent you from making your idea come to life. More often it is the budget or time line that puts the kibosh on an idea.

But interactive isn't alone - every creative discipline has it's own version of this. Photographers must find that exact moment in time, where the conditions are perfect to push the button. Copywriters must find the story, hone it to it's essentials, and say it with economy, clarity, and character. And interactive folks must use technology to deliver great experiences with machines that are intuitive, informative, and enjoyable.

Risk is inherent in all creative endeavors. Sometimes things don't work. So creatives offer up their portfolio and their good name as the collateral. So the next time that you need something creative done, especially in the interactive world, look for people with experience, ingenuity, perseverance, and talent.

If what you are doing pushes the boundaries, then listen for the trace of honesty. When asked how they are going to build the product, the best interactive people may say "I don't exactly know. But we'll make it happen. One way or another."