Constraint paves way for creativity.

So many brands and businesses don’t want to be boxed in - think outside the box. They have loose strategies and positioning so that they can have more freedom. And in a way, be all things to all people, and clients.

Ironically, the opposite is true. If your company’s position is open to interpretation, your clients and customers define who you are and what you’re about - you’re at their mercy. We all are in a way - a brand isn’t what you say it is, its what “they” say it is. But, if you don’t have a clear position or plan your team won’t be able to communicate what exactly you provide and do. And they’ll certainly have a difficult time being creative with it.

A solid creative brief or tight brand positioning statement is constraint - constraint is liberating. Because even though you may be “boxed in” with a position statement. You’re free to move around anywhere inside that box.

Constraint paves way for creative thinking.

Think about the movie Castaway. Chuck Noland (Tom Hanks) is stranded on an island fending for his survival. He has only natural resources and a few Fed-Ex packages from the crash. One by one he opens the packages, an ice skate, a ball, several video cassettes. The viewer is thinking, “What is that going to be used for - that guy is screwed.” The ice skate blade carves, and chips, and becomes a knife. The ball becomes his best friend. the tape is the binding material for his raft. In normal circumstances you would not think of these items as tools. or friends.

Chuck Noland’s constraint paves way for innovation and creative thinking. This simple principle can provide inspiration and innovation for your brand as well.