For one, 'creative' is not a noun. It's an adjective. A reference to an ingenious or unexpectedly resourceful quality. And it is more suggestive of function than form.
But somewhere along the way, chiefly in Advertising parlance, 'creative' became a noun. A tangible thing. An end in itself. Eventually, the creators of 'creatives' too were labelled 'creative'. It now represented, not an attribute but a designation!
This creative-by-default situation has one potentially self-defeating side-effect. We lose sight of the real yardstick for creativity: The end result.
The onus is back on the Advertising industry to equate 'creative' with originality, imagination, and a productive outcome. Who in their right minds would want to kill that?
Great work 101. - About a thousand years ago, long before Gary Vaynerchuk was doing the "hustle" and "crushing" it and churning out bromides he calls books, a wise businessm...
5 hours ago