To me, creativity is all about offering our clients original solutions that are relevant, irresistible and engaging while tapping into consumers' needs & desires. We’ve done this in many different ways over the past 25 years through a whole variety of loyalty campaigns. These have made millions of consumers happy and added long-lasting value to retail brands. Creative solutions are particularly important for ensuring retail success at difficult times, especially now during COVID-19. So I want to share with you a few ways in which we actively stimulate creativity within our organisation. I hope you’ll get inspired!
My leadership style is very collaborative. We have lots of multidisciplinary teams, and they are empowered to make decisions together. It’s always a group effort, and I don’t have to be present at all meetings. Our people are intrinsically motivated to deliver, so I stand back wherever possible and let them do so.
The diversity and different capabilities of our people are a real benefit. It’s also important that each person can make the most of their talents. So we develop individuals’ potential in all sorts of ways – for instance, via BrandLoyalty University.
It's okay to fail
The creative process isn’t necessarily a straight line from A to Z. Some ideas don’t make it past the initial team meeting. That’s fine by me. At BrandLoyalty, it’s okay to come up with an idea that’s not so great, or one that fails. In fact, when colleagues learn from it quickly, ideas become better next time. This way, people feel confident in airing an idea, knowing that their career doesn’t depend on whether or not they’ve suggested something brilliant first time.
Over the past years, we’ve really built up a supportive culture in which this kind of thing is acceptable. And the result is that one person can propose a vague idea, another can adjust or build on it, and someone else can take it forward, in a collaborative effort that constantly improves and adjusts whatever project we’re working on. This whole approach also has another benefit, because all the individuals involved take ownership of the development and are proud of their contribution. This in turn creates a happy, motivated workforce.