Well, I think Mr. Florida may have been a bit ahead of his time – or maybe the rest of the world was just lagging behind. But now, it looks like all the planets are aligned and, for a growing number of business leaders and big thinkers, the word “creativity” has swelled in stature recently.  Maybe it’s the recent shit storm that swept our country – thanks in large part to the “creative geniuses” on Wall Street. Or maybe it’s just that the combination of creativity and technology is the only way to survive now. Art and commerce have finally merged – and the world we are facing is a much different place than the one we lived in before.

Creativity is much broader, too – and much more collaborative.  It feels like the secret source of creativity now is about getting creative people in all different fields and genres working together – and sharing ideas – all under one roof.   Because creative people are curious – not just about what they do – but about everything.  I’m seeing this firsthand in our new T2 Experience Lab, as well as in the way our sister company, Back Alley Films has evolved.

Suddenly, “Experience” has become the buzzword in marketing. There are Experience designers – and whole new Experience companies — and new divisions in traditional  agencies are being formed to focus on touching the customer in unique ways.   And the coolest thing now, is that it’s moving beyond digital – and beyond specific technologies – and into a world where two-way interaction with a brand is possible anywhere and any time.  This has opened up a world of possibilities for the “creatives” in the T2 Experience Lab.

At the end of this month, 150+ members of AIGA will host their 20-year anniversary at our new event space, The Venue. They’ve asked our team at The Experience Lab to step in and create something magical. It will be creativity in design AND in technology – and it promises to be an amazing experience.

And our team at Back Alley Films has recently retooled their roster and re-named the folks on it – they are no longer directors, they are artists.  And they are multi-talented artists – editors who shoot – or write – shooters who direct; award-winning documentary film makers who are now creating content for the web at budgets that are miniscule compared to the commercial budgets of the past; still photographers who have expanded into motion and can capitalize on an integrated messages. It’s all about creativity, but without the limiting parameters of specialization. The focus at Back Alley is about creating live action content – content that is media agnostic – and more in line with the production company of the future – and the budgets that have become a reality.

So, I say, this is our time. Not a time for doom and gloom — but a time for seizing the opportunity.  Sounds trite, I know. But seriously, there has probably never been a better time to be in a creative business. So, stop the fear and negativity. The more fearful we become, the more we will fall back on tried and tested formulas for what we do – and that would be the kiss of death. It’s a brave new world – and it requires courage to move beyond our comfort zone. But isn’t that music to the ears of “creatives?”  I know it is to mine. What do you think? I would love to hear your thoughts.