Archives for posts with tag: curiosity


Everybody is talking about creativity. When politicians start talking about creativity, you know we’re in the middle of a creativity bubble.

What does creativity look like? Where should it come from? Who’s responsible? How best to harness it?

In a client-agency relationship, the creative department is typically tasked to express creativity and keep it limited to that department. What’s the purpose of creativity within an agency?

Is the model of creativity a new idea support model that we can sell to clients? Is it a model focused on consolidating creative output within core, traditionally creative functions? Resulting in hiring ‘creative’ people who act different than the rest of us.

Or should we expand this model and give everyone in the agency the opportunity to be ‘creative’, whatever your title or rank? This model requires that creativity becomes more accessible, more within reach for those who don’t traditionally regard themselves to be ‘creative’ for whatever reason.

We need both.

I bet there’s no agency in the world that doesn’t want more creativity at its centre. At the same, viewing creativity solely as the preserve of a certain ‘type’ is all wrong, and probably cuts you off from potential value people can bring. Because a creative organization places creativity within the reach of everyone.

Creativity is about making new connections. And much more: Creativity is open-ended. Creativity is never finished, or a box you can tick. It relies on knowing more stuff so that you can make more connections.

Which raises an interesting question:

Do agencies really want creativity?

Creativity can actually be harnessed pretty simply given the right processes and a certain level of organizational commitment. If more connections come from knowing stuff, then agencies need to create a culture of curiosity.

Which is much harder.

Curiosity is an innate motivation. It’s established early in your childhood. You can’t brainstorm yourself to curiosity. It comes from people and can’t be engineered. It might be stimulated through feedback. It shouldn’t be considered as its own reward. It should be required as a basic mindset to be regarded for an agency job.

Should there be a Curiosity Director? A Curiosity department?


Most job descriptions talk in their requirements and qualifications about experience, skills and expertise. And in interviews candidates get asked about their experience, skills and expertise.

Sure, there are some professions where nothing else is required: Surgeons, chef or airline pilot. While their daily tasks and techniques might change incrementally, they need to really focus 99% of the time on their experience, skills and expertise.

In the ever-changing media world, there’s one quality that’s more important than any experience, skills or expertise:


I haven’t met one brilliant media professional who is not a curious person. Curiosity is so important because:

Your mind becomes active instead of passive

Curious people always ask questions and search for answers in their minds. Their minds are always active. Since the mind is like a muscle which becomes stronger through constant exercise, the mental exercise caused by curiosity makes your mind stronger and stronger.

Would you rather hire a passive or active thinker? Would you want somebody on your team that reacts to challenges or somebody who anticipates them?

It makes your mind expect new ideas

When you are curious about something, your mind expects and anticipates new ideas related to it. When the ideas come they will soon be recognized. Without curiosity, the ideas may pass right in front of you and yet you miss them because your mind is not prepared to recognize them. Just think, how many great ideas your team may have lost due to lack of curiosity?

It opens up new worlds and opportunities

By being curious, you will be able to see new worlds and possibilities  which are normally not visible. They are hidden behind the surface of normal life, and it takes a curious mind to look beneath the surface and discover these new worlds and possibilities. They can’t be found in marketing blogs, conferences or weekly status reports. They are out there in books, museums, the little store on the street, the conversation with daily people.

It brings excitement to work, life and your team

Curious people are seldom bored. There’s always something new to discover, new to explore, new adventures to experience.

So, next time you interview a candidate spend a bit less time on exploring the details of their career and find out more what goes in their head and imagination: What book did they read last? What movie made them think and change their opinion? What music connects with them? The last trip to the museum? If they would write a book, what would it be about?

We all start out curious. Often, this curiosity is being killed by the home, the school or the challenges of daily life. When you meet somebody who still has that childlike curiosity, who battled through all the curiosity killers and still made it: Hire them. You’ll never regret it.