Are you right-brained or left brained? Introverted or extroverted? Creative or analytical? Discoveries in neurological science and the study of human psychology have added many terms to the cache of adjectives available to describe various personality types and traits. Many of these terms come in pairs of opposites, and for that reason, it is easy to assume that because one trait in the pair is dominant in a person, the other does not exist (e.g. assuming that an introverted person cannot be outgoing or excel at public speaking, both qualities generally assigned to extroverts).  It is important to understand that while these descriptions may give you some insight into why you do what you do, in no way are they limiters to your own abilities. Take care not to fall into the trap of assuming that just because you prefer to think with an analytical process, you are unable to be creative – or vice versa. The ability to think both critically and creatively is an indicator of a successful individual, and is not limited to one personality type. However, both styles of thinking do not come easily to everyone, and that truly is the crux of the issue.

In higher education and in the work place, critical thinking is a highly sought after skill. There are entire books, courses, websites, etc. created with the sole purpose of helping individuals better their ability to think critically. This emphasis on critical thinking has the tendency to overshadow creative thinking, a completely different process, but equally important. Everyone struggles with creativity at various points in their lives – you wouldn’t believe how much writer’s block I have experienced while trying to write about being creative. But for those who tend to think more analytically, creative thinking might require some research and practice. Luckily, an online search for “creative thinking techniques” yields over 8.5 million results. Of course, some of these tips and tricks are more helpful than others (even the most avid of coffee drinkers would not recommend the Balzac method) , but there were a few recurring themes that are worth sharing. So whether you are an analyst stuck in a creative rut or or a creative genius looking to try something new, check these out!

1.     Get Some Perspective
Sometimes the best way to find the solution to a tough problem is to look at it from a different perspective; this technique is called reframing. Reframing works much the same as experiencing a different culture as a tourist: it is an eye-opening event, allowing a person change his or her interpretation of life – sans travel expenses.

Here are a few questions from creative coach Mark McGuinness to help you start reframing:

• What else could this mean?
• Where else could this be useful?
• What can I learn from this?
• How does this look to the other people involved?

2.     Draw it!
For those left-brainers out there, don’t let the word “draw” intimidate you. Drawing your creative process, or mind-mapping, simply means mapping out your ideas on paper. Instead of taking a linear, bullet-pointed, or outlined approach, write your topic in the middle of the page and group subsequent ideas and comments around it. Then draw lines to represent the connections between your thoughts. It may feel strange at first, but breaking the mold from linear to lateral thinking is essential to creativity. This exercise forces you to physically arrange ideas differently, jump starting your creative process.

3.     Take a Break
As backwards as it sounds, taking a break when your brain starts feeling like a marshmallow can probably be the best thing you can do for yourself and your final product. Neuroscientists have discovered that when you take a brain break, you may consciously be reading a book or watching some Netflix, but your subconscious is still hard at work. This is what leads to the proverbial "eureka" moment, a flash of insight when you least expect it.   

Whether you are right-brained or left-brained, introverted or extroverted, creative or analytical, remember that those adjectives do not define who you are or - least of all - what you can do. Author Julia Cameron once said, "Creativity is always a leap of faith. You're faced with a blank page, blank easel, or an empty stage." You may need a few tips and tricks to get you there, but taking that "leap of faith" into creative thinking will give you both an edge at work and more fun at play. 

We live a world where there is always something exciting and revolutionary happening in the world of science or computer technology. I am already two iPhone generations behind, and I’ve only had my phone for a year! With so many brand new inventions hitting the market, it is sometimes difficult to imagine the potential these new technologies hold. One such market is digital signage. Although digital screens have been around for awhile now, the world is just beginning to realize the amazing things that are possible with digital advertising. We’ve all seen pop-up ads on our computers, but what about when we look past our monitors? Interactive digital signage campaigns are popping up on a global scale. From Korean Air to the ASICS New York City Marathon, many organizations have taken advantage of digital billboards to create interactive public relations campaigns. For example, British Airways launched what they called their "Look Up” campaign, which used flight data to identify when a British Airways jet was flying over a British Airways billboard. This information was then displayed on said billboard, complete with a cute kid pointing up at the sky. Although these campaigns are really cool, they all end at some point. The good news is that utilization of digital signage is not limited to digital billboards or the jumbo screens of Times Square. Interactive digital signage and marketing have a place in every day, brick and mortar stores.

In 2010, Kohl’s department stores decided to get rid of their tired old paper signs and go digital. Nationwide, every rack, shelf, and bunker has one or more digital signs attached, displaying pricing and promotional information. 200+ signs are connected the POS system in each location, allowing store personnel to push data across the entire sales floor at the press of a button. Not only does this save valuable time and money, but it also allows Kohl’s to run multiple promotions in one day. The switch to digital signage was also a significant piece of the organization’s green energy initiative, eliminating the use of tons of paper every year. Another way that Kohl’s has integrated digital technology into its stores is the installation of customer friendly kiosks. Instead of waiting in line at the customer service counter to order an out of stock item, shoppers are encouraged to utilize a kiosk, which functions as an online store inside a brick and mortar location. Although the ordering system itself is digital, Kohl’s employees are also trained to use the kiosks, which enables them to employ what has been dubbed a “shoulder to shoulder” sales technique. This kind of utilization of digital technology combines the accommodating mind of a human and convenience of the internet for the ultimate customer experience.

"Integrating new technology into brick and mortar stores simply modifies rather than eliminates the role of sales and customer service."

​During his lifetime, Media Ecologist Marshall McLuhan described technology as extensions of the human body; and to McLuhan, technology implied anything invented by man, not just computers and smartphones. For example, the chair you are most likely sitting in right now is an extension of your skeleton. Even the clothes on your back are an extension of your skin. This unique way of viewing technology is not only interesting, but also has implications for the way that technology should be used as a participant in the customer service industry. Since the rise of automated machinery, many have wondered if technological advances will ultimately eliminate the need for human labor. Perhaps an event like that is possible, but probable? No, especially not in the customer service industry. Experts have found that despite the wow factor of a well executed digital signage campaign or the convenience of online ordering, digital marketing and customer service works best when paired with a real live human being. Integrating new technology into brick and mortar stores simply modifies rather than eliminates the role of sales and customer service. Organizations should view the integration of technology into the sales arena as an asset to their teams, and not a competitor. Looking back to the Kohl’s example, strategically placed kiosks especially allow for store personnel to practice a “shoulder to shoulder” sales technique. The intention was to supplement the resources available to team members, adding the convenience of technology to the flexibility and personality of a sales associate. When amalgamated correctly, digital signage is an extension of an organization’s humanity, rather than an unfeeling prosthetic arm. 
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2016 is a big year for us at Sproute Creative! We are growing by leaps and bounds and wanted to update our brand to reflect our true selves better. Our new brand mark reflects our strategic roots and eludes to our strategic process that is at the center of all our creative. We strive to understand where the creative will live, thrive and be successful. We never create without first asking questions, gathering insights and understanding our client's needs. Every mark, every color, every placement has a purpose. We hope you enjoy.