
"Roads? Where we're going, we don't need...roads." So proclaimed Emmett Lathrop "Doc" Brown, Ph.D when he first unveiled his highly ambitious (yet skillfully strategised) method for time travel in the much-loved trilogy, Back to the Future.
But if roads were needed, you can bet your bottom dollar that Emmett Brown would have been the type to create them. Meet this week's brand archetype: 'The Creator'.
Throughout the acclaimed trilogy, 'Doc' demonstrated an insatiable desire to bring his vision to life. And as we all know, he succeeded on more than one occasion. He believed that 'if it could be imagined, it could be created' and found inspiration and potential everywhere. He grew momentarily bereft when obstacles presented themselves and creative blocks hit, but that made him all the more driven to perfect his craft. Great Scott indeed.
If you and your business see potential in every pocket of our world and you have a vivid imagination, you might just be a Creator brand.
How many of the following Creator brand archetype attributes does your business identify with?
~ You love to meticulously finetune ideas - but only if they're your own. You have zero interest in being a 'me too' brand. You believe you were put on this planet to produce and deliver original ideas. It's what you get out of bed for in the morning.
~ You can see the big picture and the minutiae everywhere. You're a visionary, but you'd much rather see an idea through to its minute detail, than hand it over to anyone else to deliver.
~ While others may talk to the hand, you speak with yours. Self-expression is hugely important to you and you're happiest when the concepts you create are played out in all their visual splendour.
~ You'll initiate a standing ovation for demonstrations of true innovation. You believe that meaningful and sustainable innovation is the lifeblood of progress and you'll applaud the innovators who get it right.
~ You cannot stand standing still. You fear stagnation because you feel that inertia (forwards or backwards) is life. And life without movement is unthinkable.
~ You excuse everyone else's mistakes but your own. You can be incredibly hard on yourself in your relentless pursuit for perfection.
~ When you have nightmares, they often involve people shrugging their shoulders. You cannot reconcile indifference. It's unconscionable! Do you remember when Doc exclaimed, "You're just not thinking fourth dimensionally!" When others don't think how you think or see what you see, it can be a great source of frustration.
~ You love a robust brainstorm in any weather. So long as you're leading the charge and those around you re-affirm the ideas you've presented.
~ You'd prefer sleep deprivation from appearing on The Block than being hit with a creative block. Your imagination and originality are what make you you, so you'd much prefer to burn the midnight oil if it means your creativity continues to flow.
~ You believe status quo were a band who sold out for Coles in the early 2000s. You challenge those around you to challenge the norm. To dare to be different. And to create ideas that are exceptional and an exception to the rule.
Lego, Apple, 3M and Crayola are all Creator brands.
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