The One Thing Killing Your Most Creative Content Ideas (and How to Stop It)

By Carla Johnson

one-thing-killing-ideas

Creativity. We all want it. Unfortunately, we tend to give up on it over time.

When we’re just starting our careers, we’re excited. We’re going to take the world by storm. We approach our boss every morning with a new, brilliant idea. Getting a “yes” on something truly different seems like just a matter of statistics: The more we swing, the greater the chance we’ll get a hit. We have a high tolerance for risk and a high tolerance for rejection.

Ten years into our careers, we’ve taken our share of bumps and bruises. We’re still optimistic, but we’ve learned to test the waters before throwing out something crazy to see if people bite. We might email a wacky YouTube video to a few people on our team to test the response. If they tell us it’s fun but completely unrealistic for our industry, we cross it off our secret list of possibilities. We’ve gone from pitching wildly creative ideas every day to floating mildly interesting ideas once every six months.

By the time we’ve invested two decades in a stable career, we’ve got a lot to lose. At this stage, we may only pitch a new idea once every two years or so. Even then, it’s often just a rehash of something we’ve done before. Something safe.

Does this sound familiar?

It’s not that content marketers lack ideas. We’ve got a million of them! And it’s not that our ideas are bad. It’s just that we’ve been beaten into believing that we’re not creative because we’ve heard “NO!” for so many years.


Hearing “no” too many times beats down our creativity, says @carlajohnson. #contentmarketing
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Source:: content marketing

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