Many people think of marketing, advertising and selling as part of some icky thing they have to do to survive. It’s this belief that leads to an attitude that holds them back, and the right attitude is the first step to selling (anything).
Continue reading The First Step to Selling (Anything): AttitudeWhen Kit (Brie Larson) is kicked out of art school and moves in with her parents, she decides, is coerced into, taking a job with a temp agency that palaces her in a PR firm. Kit puts away her childish things and becomes a business women with a suit she borrows from her mom. She meets the VP of the company, and naive about his intentions, she accepts his invitation to work on a Mystic Vacuum account.
She rejects her initial drawings, a Pokémon meets vacuum amalgamation, and tries to go with more traditional representations of women vacuuming, which she draws on graph paper for added grown-upness. These mundane vacuums and their housewives earn her creepy boss’ approval, but they don’t work for Kit.
She finally gets an idea and recruits her work friend and the delivery guy to help her with the presentation. They come in at the end of the sexy woman, baby, selfie vacuum presentation, and pitch Kit’s idea with glitter, magic, creativity, love and enthusiasm. She has an original idea that would sell vacuums through the sheer differentiation factor.
The woman executive who is in charge of the Mystic Vacuum company thinks it’s too much. She likes the sexy woman with the selfie, baby and vacuum – an idea that says women can have it all, and one that is outdated and done to death. All of the other male ad execs express the same sentiment. So, it comes down to the boss, and Kit has hope.
The boss said earlier that the lack of creativity in the work place was killing him. He still chooses the woman, vacuum, baby, selfie by asking to be told more about the lingerie. Kit loses her job.
While the movie itself is whimsical and freeing, this particular commentary on creativity in the workplace is all too real. On average, creative people get fewer promotions and fewer raises than their less creative co-workers. They face ridicule for their ideas and blame when the idea fails while not receiving commensurate rewards when an idea succeeds. No matter what people say about creativity, most times bosses, teachers and coworkers want the comfort of the known and the safe.
For Kit, it’s all for the best. She seeks her own personal unicorn and finds her creative self and the support she needs to continue being creative. For creative people, it’s important to learn that many ideas will be rejected not because they’re bad or they won’t work but because people fear the unknown and failure, and every new idea carries a risk with it. Life isn’t all rainbows and unicorns, but it can be better if you find people who love and support your work, even if they are relative strangers.
For more on creativity, get “Penguinate! Essays and Short Stories.” Order “Disneyland Is Creativity.” Preorder “The Haunted Mansion Is Creativity.”
Ignaz Semmelweis could be seen as a cautionary tale for creatives. In 1846, he advocated for washing hands before delivering babies, and Vienna General saw an increase in mother and new born survival rates in the clinic where he worked. However, because he didn’t know why handwashing worked, he was derided by the medical and scientific community. He lost his job and his life because the establishment didn’t accept what he saw as common sense. “My way saves lives; of course, everyone should adopt it, even if we don’t know why.”
He was dealing with saving people’s lives and the scientific community. Rather than someone jumping in to test Semmelweis’ theories and find out why it worked or if it was a fluke, Semmelweis’ doctors and colleagues continuously found fault with his idea, even when they didn’t do any experimentation of their own. Not only did Semmelweis end up losing his life, but thousands of women and children died because he couldn’t defend his hypothesis and no one else wanted to check it out to see what the hospital was doing differently. Semmelweis isn’t the only cautionary tale that creatives should think about.
According to Kevin Ashton in “How to Fly a Horse: The Secret History of Creation, Invention, and Discovery,” Gaston Hervieu tested his parachute in 1909 by throwing a 160-pound dummy off the Eiffel Tower. The dummy floated down to safety. Franz Reichelt was not impressed. Reichelt was working on his own parachute and called Hervieu’s test a sham because he used a dummy. In 1912, Reichelt showed up at the Eiffel Tower, press in tow; he was ready to show off his own parachute, which he was going to test on himself.
Hervieu showed up at the Eiffel Tower to stop Reichelt. Hervieu said the parachute wouldn’t work for technical reasons. Reichelt went up the Eiffel Tower anyway. Experts at the Aero-Club de France had previously told Reichelt his parachute wouldn’t work. Previous experiments that Reichelt did with his parachute had ended in failure; he had broken his leg in one failed attempt to deploy the parachute. Reichelt didn’t listen to his rejectors, which are common when any new idea is presented, and he didn’t learn from his failures. He stuck with the same design and jumped from the Eiffel Tower to plummet to his death.
While Semmelweis would have been well-served if he could’ve ignored the slings and arrows of the ignorant medical community experts of his time and continued with his crusade to persuade them as to the efficacy of handwashing, Reichelt would’ve been better off listening to the critics of his invention and heeding his own failed experiments. Failure and rejection aren’t necessarily bad if we can learn the right lessons from them.
In these cases, one lesson would be to persist in the face of rejection, but learn from it. If Semmelweis had been able to get past his belief that common sense would prevail and started conducting experiments, he may have discovered the germ theory of illness before Pasteur. Another lesson would be to pay attention to your failures. If Reichelt had accepted the reality of failures, he may have been able to make a parachute that would’ve been better than Hervieu’s. Instead, both creators’ deaths can be linked to their innovations.
Being creative isn’t easy. You will be ridiculed. You will be rejected. You just need to keep going and change with every lesson that is dealt to you.
For more on creativity, get “Disneyland Is Creativity: 25 Tips for Becoming More Creative.” Order “Penguinate! Essays and Short Stories: Becoming More Creative for a Better Life and World.” Preorder “The Haunted Mansion Is Creativity.”
