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  • sonja krastman

Rethinking your approach to communication...

Updated: Sep 10, 2019

One of my personal passions in life is making art. When I am not working or spending time with my family, I lose myself in creating. I start with a general direction, but then allow the process of making create twists and turns that result in something fresh and interesting. It is in this less linear route, where one mark informs the next, that I have made some of my best work.

"Flowing waters"

When I think about how most professionals approach communications plans and strategies or even something as simple as a brochure or PowerPoint, we typically gather data - even brainstorm, outline the content, and ultimately draft a definitive approach which we get approved and hold onto as gospel. And let's face it, most of the time we are on a tight deadlines and creative inspiration has limited time to germinate - let alone flow and change.


To balance this we will say a plan is dynamic, intended to respond to change, yet I suspect most practitioners are a bit hesitant to stray from the multi-layered approved plan because suggesting something different at a later date might indicate you didn't have a good plan to start with! At least that is the fear. But that is simply not true.


While planning, due dates and consistency are certainly necessary, I think the best products come when we remain open to new sparks and ideas - even if it disrupts the original plan. I believe these moments of inspiration, sprinkled into a well-constructed plan, should be welcomed - even expected. These are ideas come to us exactly because of the plan - in response to the plan, yet represent the creative process that comes only with time and an openness to inspiration.


Sometimes we have to be open and courageous enough to shift course and follow the ideas that magically appear if we truly want the most inspired product.


Today I suggest you embrace the ART of communication and allow your good work to inform and inspire even better work -- and ultimately uber-fresh exciting work in the same way artists allow one mark, one color, one happy accident to create masterpieces.

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