Creative Capital — Not Creativity — Is What Your Brand Is Missing
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The marketing world has a serious turnover problem. A recent study revealed that the average tenure of a marketer is 2.6 years — the shortest of any profession in the business world.
The root of the problem is that too many business leaders see marketing departments as magical boxes of creativity. But creativity isn’t magic; it should be seen as capital. Creativity can’t be created or sustained, and the only fix is to see it as an asset that must be consistently fed, valued and nurtured.
Even with today’s rising demand for content marketing, most brands are choosing to produce generic content in sweatshop-style fashion. Until companies learn how to embrace and celebrate their left brains, marketers will continue to seek greener pastures every few years.
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