Look at the tweet, then read the graphic. Why is the headline on this tweet by Spencer Stuart, “Majority of marketing leaders want to see data-and analysis driven decision marketing on their teams,” and not “Majority of marketing leaders want to see more creative thinking and exploration on their teams?”
Statistically they’re the same, yet Spencer Stuart emphasized the data/analytic decision making why? “Combine Fun, Passion and Excitement” with “Decision and Bold Action” and you have a solid argument for changing the marketing team’s culture to “Exploration and Creative Thinking.”
On the flip side, only 5% of marketing wants a culture of “Planning, Caution and Being Thoughtful,” amen brother. Ok, I hear you, “if it was “fun” they would call it “play” not work, but maybe we need a little more play at work.
According to Peter Gray, a professor at Boston College and author of Free to Learn, ”play” can be the key that unlocks the mindset of bold creative thinking. In an article on Psychology Today, Gray says that the “alert but unstressed condition” of a playful mind has been shown repeatedly, in psychological experiments, to be ideal for creativity and learning new skills.
“Experiments have shown that strong pressure to perform well (which induces a non-playful state) improves performance on tasks that are mentally easy or habitual for the person, but worsens performance on tasks that require creativity, or conscious decision making, or the learning of new skills.” Although accountants may perform well under pressure, it could be a creativity killer for marketers.
One could conclude then, if an organization too narrowly focuses on “analysis and data driven decision making,” it may come at the expense of “Exploration and Creative Thinking” mentioned in the research and Tweet. Said differently, all work and no play, could make your marketers dull.
Pressure to perform in business marketing is a given, so how do you strike a healthy balance? Stephanie Anderson, CMO of Time Warner Cable’s business division, suggested that by ” focusing on business results first, ensuring that you have a way to show the business impact of marketing activities, you’ll have the foundation in place in order to inject a fun and creativity into the workplace.”