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With creativity comes mistskes

Take use of Twitter for example as a PR tool. To traditional corporate marketeers advanced planning, then exact execution is paramount. Yet the immediacy of the tool and using an iPhone to compose responses (as I am now) is fraught with trips.

I was brought up to be ruthlessly intolerant of typos and spelling mistakes, yet today the message should be allowed to dominate and therefore excuse such errors. We are after all ‘talking with our fingertips’. Not everyone sees it this way though. Indeed, research has shown (references her in this blog, go see) that a difficult read is a more memorable read: typos, spelling mistakes, silly fonts all help the interesting message to stick. Why? Because rather than being spoon fed the reader has to put in some effort.

Creative types, especially those who generate the ideas, need to work in an environment that because it seeks to innovate, adapt or change, mistakes are expected as an outcome of seeking to find a better way or product, otherwise organisations become moribund.

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