PPB January 2017

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Creativity Only Means Something
If You Put In The Work
In the November PPB article, “Creativity Is
Meaningless,” Bill Petrie, founder and CEO
of brandivate, an executive team outsourcing
company focused on the promotional
products industry, shared his thoughts on
creativity and how it only represents real
value if you’re prepared to back it up with
research, execution and effort.
Petrie’s November article in PPB was
enlightening; however, one important
element was missing. What term would
Petrie use in place of “creativity”?
MICHAEL TURNER, M.S.
President
Bearsworth Promotions
Chatsworth, California
PPAI 553137
PETRIE RESPONDS:
There is no magic word or phrase that one can simply substitute in
place of “creativity.” My point with the article is that one should only
use words that can be backed up with tangible proof which provides
both context and meaning. For example, if a prospect asks why they
should hire you, the response “because I’m creative” has as much
meaning as if you had said, “because I’m awesome.” Both may be very
true, but without context, the words are very subjective and, therefore,
meaningless. However, if you answer the same question by stating that
you are creative and would like to show them a case history that backs
up your claim, you provide something tangible that the prospect can
understand far beyond a hollow industry buzzword.
Praise For PCT
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PAUL E. PRENDERGAST
Vice President, Sales and Marketing
E. A. Dion, Inc.
Attleboro, Massachusetts
8 | JANUARY 2017 |