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Image and style
How to create to itself a creative image
Classical — prudent and not businessmen of last century inclined to a sentimentality — would be surprised to that value which is given by present businessmen to concept «креативность» much. Look narrowly more attentively at the requirements which are put forward to competitors in the majority of announcements. It becomes soon clear to you, that the creative approach which was earlier considered as the professional competence of artists, designers, advertisement makers, journalists, copywriters and other creative brotherhood, left for a long time habitual coast and already became attribute of successful managers, sellers-konsultanov and even … bankers.
Demand gives rise to the offer. And here already quality «креативность» has turned to a stamp flashing practically in each resume, since the description of a labour way of the general director and finishing the manager on disinfection of premises. Whether but in each resume this term will look pertinent?
WHETHER ALWAYS TO SPECIFY IN THE RESUME?
Why «the creative approach» so was grew fond to employers? Because employees with original thinking help the company to develop, move forward, creating absolutely special products, services, standards and work methods. However, despite strongly increased popularity of quality, employers and managers on the personnel recognise, that far not in everyone CV the mention креативности is necessary to a court yard. « Frequently competitors simply write that should like the employer, using standard turns and expressions. But, alas, candidates not always accurately represent a word meaning », — many HR-managers complain. It is not surprising, that, meeting the term practically in each resume, employers show scepticism. And not each vacancy assumes indispensable presence of this quality. Traditionally it is considered, that for experts of spheres of advertising and PR, marketing, IT and sales, BTL-agencies, design, art directors, and similar employees креативность it is considered event-managers one of base компетенций. Without it not to manage there where it is necessary to generate ideas, to develop new projects, to find non-standard decisions of standard problems.
So, designers constantly are in search of advantageous combinations in a combination of colours and shades, materials and styles. The creative thinking is necessary for advertisement makers, PR managers, experts in marketing, because for each project they think out special courses, "promotion" strategy, slogans and emblems. Also it is not easy to programmers to create a new product without divergent thinking. But sometimes its value is strongly overestimated.
For example, in the opinion of many the main quality of the brand-manager — the creative approach with which help it is necessary to think up a new product to create for it beautiful packing and to start to advance on the market. But in practice there is, that a brand-manager — first of all the economist on technologies of advancement of a brand, on the first place for it there should be these qualities. In the same way uneasy to argue about креативности in the relation топовых positions. For example, the creative campaign to business will not prevent the general director, but first of all the employer will estimate its administrative abilities. Its problems include working out of strategy and planning, and if necessary quite can or organise generation of creative ideas in the company, or involve experts from outside.
Also traditionally it is considered, that for the bookkeeper, the auditor, the economist, the inspector of a staff department, the operator of databases, the operator of the personal computer, secretaries and other simple executors who does not need to invent or introduce something at which is not present in submission of employees, creative abilities are completely not obligatory. Their work is connected with the rigid list of duties. For example, the operator of databases should bring attentively the information, the bookkeeper to consider financial indicators, and the secretary of a reception to be responsible for calls and the correspondence. Sometimes the initiative even harms. Moreover, the employer can think, that you креативность will prevent you to carry out the duties or you as the person creative simply quickly will start missing on routine work. We will tell, if the secretary incurs functions of the manager on sale and will distract on negotiations with clients it is quite probable, it will have no time to welcome visitors and to answer phone calls.
CREATIVE ОДЕЖКА
So, if you concern the category of experts for which креативность — professionally important quality, is necessary from first minutes of interview with the employer or the client to make impression of the person creative to tips of hair. What will help?
As there is no panacea from all illnesses, so there is no also a uniform recipe how to look creative. Very many depends on your place of work, specificity of collective in which you намерены to do career.
It is not so obligatory to think, that the creative dress can be found only in a boutique and it "will cost a pretty penny". Not all shops of fashionable clothes can far help with creation at clients of a certain image. And never there is no full confidence, that your dress is exclusive and will not be repeated by someone else. Is better to address for the help to professionals or to manage own forces, having enclosed in creation of a suit manual skills share, for example, something to sew or connect. But it is possible and not to sew одежку most, sometimes there are enough the products bought in shop and having ширпотребный a kind to give a highlight, for example, to change accessories, to decorate with an embroidery, application or simply artly to break off (as it often becomes with distressful jeans).
Here that Zhuravlyov's Lily has told to us the image maker:
«The most simple variant: to put on the light or bright free clothes which are not constraining movements. On girls di-dzhejah, artists or designers on an interior white trousers and a scarlet jumper are perfectly looked. The fluttering skirt-country, ethnographic sandals or shoes-baletki will approach. As addition to any suit the bright scarf which becomes one of the most remembered a detail of an image can serve.
The creative image is easily created at the expense of addition in clothes of rare details which did not become mass. And has no value, there will be it ultrafashionable accessories or practically museum pieces. Even it is better to address to the forgotten materials, things, elements of an ornament of appearance. After all not casually modern uncontrollable women of fashion carry things in style vintage. So, not trembled hand open grandmother's chests and search in them suitable old веши which from new collections will help with a combination to clothes to you. There are some more receptions:
— Accessories of the unusual form, the size and a material.
— Courageous combinations of colours and fabrics.
— Asymmetry in an arrangement of details, in a cut and clothes ornament, unexpected silhouettes (lines and forms).
— Following to a vanguard fashion.
— An unusual manner of carrying of clothes (for example, points on a nape or блайзер, turned by a peak on one side).
— Nonconventional or not extended among inhabitants of this city clothes kind (for example, "cowboy shirt" hats-).
And to give non-standards to hair it is possible by means of creation of "pleasant disorder", fragmentary hairstyles, «the African plaits» or curled curls to shoulders ».
To complete formation of a creative image owe your Proper name. And it is not obligatory its passport variant. We will tell, if colleagues call you Irina Ivanovnoj or Ирусиком, it is equally bad: in the first case — it is semi-official, and in the second — it is familiar. But the main thing, both that and another — is equally ordinary, that is incompatible with spirit креативности. Whether business to be called Ирэн. And only if it is thought out nothing with a passport name, it is possible to think up a pseudonym. But it is necessary to remember, that at name creation the canons: it should be unusual, easily acquired and not to cause the associations mismatching a light image креативности.
IN WHAT TO MEASURE КРЕАТИВНОСТЬ?
Creation of one appearance not to manage. We will not argue, packing is important also, as well as a product. But nobody will be flattered on the empty container, whatever remarkable it was, therefore take care, that laboriously created image did not disperse from results of your work. To check up, in what degree you possess so valuable quality, to you will necessarily give out the test task. If you the advertisement maker, quite probably ask to think up an advertising slogan or new packing, for example for an office puncher. Or will take advantage of one of the techniques checked up by time, for example, the battery of tests of E.Tunik or one of updatings of a technique of Torrens. The great bulk of these tasks is directed on search of non-standard decisions of problems and situations a la «think up a new way of use of building bricks». And it will be estimated not only your answers to the task, but also reaction to it. Therefore do not hasten with angry exclamation: « Yes you that for the madman accept me! »— to rush to a management. Tasks can be such:
• Name as much as possible non-standard ways of use of a subject (match a box, jars from under coffee).
• List various variants of development of a certain hypothetical situation. For example, imagine, that happens, if elephants learn to fly.
• Pick up as much as possible synonyms to a certain word.
• Think up the words beginning or terminating in a certain syllable.
To cope with any task and to pick up original variants of the decision the receptions formulated by the founder of "brain storm» Alex Osbornom will help:
1. Bring into accord! (On what it is similar? Whether there are analogies?)
2. Change! (What signs can be changed? Colour, the form, sounding?)
3. Replace! (What properties it is possible to replace? Otherwise to organise process or an arrangement?)
4. Move! (Whether it is possible to change places separate fragments? Cause and effect?)
5. Make on the contrary! (As the opposite idea will look? And if to change roles?)
6. Transform! (Whether it is possible to make a hole, compress, stretch it? To make firm, liquid, transparent?)
7. Combine! (Whether can combine this idea with others? To spread out to separate elements?)
8. Increase! (Whether it is possible to increase the size, speed, quantity?)
9. Reduce! (Whether it is possible to reduce it? Something to clean? To divide? To make easier, is more light, is more thin?)
10. Use differently! (Whether It is possible to use, apply it in another way?)
Find at least by one variant of the decision for each point. It is not obligatory to use them in the pure state, can, as a result at you the complex variant from several transformations will turn out. The main thing, look at the creative task not as on a problem, and as on new possibilities. And then original ideas will necessarily be found many. And can even opening.
Opinion of the expert: What is креативность?
Alexander Rudakovsky, the creative director of company "Luna-S"
Often this question I set to competitors on interview, trying to find out, that they have enclosed in this concept, the unfaltering hand having entered in the column «additional data». Many think, that the word concerns exclusively advertising. This error occurs that the concept has really been brought in our language by advertisers as a tracing-paper from English. However have in vain forgotten, that in the homeland «creative» is not a noun, and an adjective and it is translated as «creative, creative» and for convenience have created to it the derivative form «креативность». And actually a word began to designate process or result of creative activity.
But, apparently, why then not to use more habitual word "creativity"? Masters of advertising business insist that these concepts relatives, but not the interchangeable. A difference that creativity is based on inspiration of the author, its abilities, traditions and norms to which it follows. The result of creativity is frequently unpredictable. And in creative process creativity is subordinated the purposes, and its main component is the pragmatical element, that is primary representation what needs to be created as it needs to be created for whom it is necessary to create it and what for. The effect from results of work is reached at the expense of knowledge of answers to all these questions. And itself креативность acts in a role of technology of the organisation of the creative process, which in itself it is fruitless. Figuratively speaking, the creative product is a picture of the set size which will place in in advance prepared framework, and it will hang in in advance prepared place of in advance chosen museum, causing delight at in advance chosen visitors. Composers, poets, writers and artists and other "classical" creators do not set similar conditions and work, being guided by the emotions and mood.
WHETHER ALWAYS TO SPECIFY IN THE RESUME?
Why «the creative approach» so was grew fond to employers? Because employees with original thinking help the company to develop, move forward, creating absolutely special products, services, standards and work methods. However, despite strongly increased popularity of quality, employers and managers on the personnel recognise, that far not in everyone CV the mention креативности is necessary to a court yard. « Frequently competitors simply write that should like the employer, using standard turns and expressions. But, alas, candidates not always accurately represent a word meaning », — many HR-managers complain. It is not surprising, that, meeting the term practically in each resume, employers show scepticism. And not each vacancy assumes indispensable presence of this quality. Traditionally it is considered, that for experts of spheres of advertising and PR, marketing, IT and sales, BTL-agencies, design, art directors, and similar employees креативность it is considered event-managers one of base компетенций. Without it not to manage there where it is necessary to generate ideas, to develop new projects, to find non-standard decisions of standard problems.
So, designers constantly are in search of advantageous combinations in a combination of colours and shades, materials and styles. The creative thinking is necessary for advertisement makers, PR managers, experts in marketing, because for each project they think out special courses, "promotion" strategy, slogans and emblems. Also it is not easy to programmers to create a new product without divergent thinking. But sometimes its value is strongly overestimated.
For example, in the opinion of many the main quality of the brand-manager — the creative approach with which help it is necessary to think up a new product to create for it beautiful packing and to start to advance on the market. But in practice there is, that a brand-manager — first of all the economist on technologies of advancement of a brand, on the first place for it there should be these qualities. In the same way uneasy to argue about креативности in the relation топовых positions. For example, the creative campaign to business will not prevent the general director, but first of all the employer will estimate its administrative abilities. Its problems include working out of strategy and planning, and if necessary quite can or organise generation of creative ideas in the company, or involve experts from outside.
Also traditionally it is considered, that for the bookkeeper, the auditor, the economist, the inspector of a staff department, the operator of databases, the operator of the personal computer, secretaries and other simple executors who does not need to invent or introduce something at which is not present in submission of employees, creative abilities are completely not obligatory. Their work is connected with the rigid list of duties. For example, the operator of databases should bring attentively the information, the bookkeeper to consider financial indicators, and the secretary of a reception to be responsible for calls and the correspondence. Sometimes the initiative even harms. Moreover, the employer can think, that you креативность will prevent you to carry out the duties or you as the person creative simply quickly will start missing on routine work. We will tell, if the secretary incurs functions of the manager on sale and will distract on negotiations with clients it is quite probable, it will have no time to welcome visitors and to answer phone calls.
CREATIVE ОДЕЖКА
So, if you concern the category of experts for which креативность — professionally important quality, is necessary from first minutes of interview with the employer or the client to make impression of the person creative to tips of hair. What will help?
As there is no panacea from all illnesses, so there is no also a uniform recipe how to look creative. Very many depends on your place of work, specificity of collective in which you намерены to do career.
It is not so obligatory to think, that the creative dress can be found only in a boutique and it "will cost a pretty penny". Not all shops of fashionable clothes can far help with creation at clients of a certain image. And never there is no full confidence, that your dress is exclusive and will not be repeated by someone else. Is better to address for the help to professionals or to manage own forces, having enclosed in creation of a suit manual skills share, for example, something to sew or connect. But it is possible and not to sew одежку most, sometimes there are enough the products bought in shop and having ширпотребный a kind to give a highlight, for example, to change accessories, to decorate with an embroidery, application or simply artly to break off (as it often becomes with distressful jeans).
Here that Zhuravlyov's Lily has told to us the image maker:
«The most simple variant: to put on the light or bright free clothes which are not constraining movements. On girls di-dzhejah, artists or designers on an interior white trousers and a scarlet jumper are perfectly looked. The fluttering skirt-country, ethnographic sandals or shoes-baletki will approach. As addition to any suit the bright scarf which becomes one of the most remembered a detail of an image can serve.
The creative image is easily created at the expense of addition in clothes of rare details which did not become mass. And has no value, there will be it ultrafashionable accessories or practically museum pieces. Even it is better to address to the forgotten materials, things, elements of an ornament of appearance. After all not casually modern uncontrollable women of fashion carry things in style vintage. So, not trembled hand open grandmother's chests and search in them suitable old веши which from new collections will help with a combination to clothes to you. There are some more receptions:
— Accessories of the unusual form, the size and a material.
— Courageous combinations of colours and fabrics.
— Asymmetry in an arrangement of details, in a cut and clothes ornament, unexpected silhouettes (lines and forms).
— Following to a vanguard fashion.
— An unusual manner of carrying of clothes (for example, points on a nape or блайзер, turned by a peak on one side).
— Nonconventional or not extended among inhabitants of this city clothes kind (for example, "cowboy shirt" hats-).
And to give non-standards to hair it is possible by means of creation of "pleasant disorder", fragmentary hairstyles, «the African plaits» or curled curls to shoulders ».
To complete formation of a creative image owe your Proper name. And it is not obligatory its passport variant. We will tell, if colleagues call you Irina Ivanovnoj or Ирусиком, it is equally bad: in the first case — it is semi-official, and in the second — it is familiar. But the main thing, both that and another — is equally ordinary, that is incompatible with spirit креативности. Whether business to be called Ирэн. And only if it is thought out nothing with a passport name, it is possible to think up a pseudonym. But it is necessary to remember, that at name creation the canons: it should be unusual, easily acquired and not to cause the associations mismatching a light image креативности.
IN WHAT TO MEASURE КРЕАТИВНОСТЬ?
Creation of one appearance not to manage. We will not argue, packing is important also, as well as a product. But nobody will be flattered on the empty container, whatever remarkable it was, therefore take care, that laboriously created image did not disperse from results of your work. To check up, in what degree you possess so valuable quality, to you will necessarily give out the test task. If you the advertisement maker, quite probably ask to think up an advertising slogan or new packing, for example for an office puncher. Or will take advantage of one of the techniques checked up by time, for example, the battery of tests of E.Tunik or one of updatings of a technique of Torrens. The great bulk of these tasks is directed on search of non-standard decisions of problems and situations a la «think up a new way of use of building bricks». And it will be estimated not only your answers to the task, but also reaction to it. Therefore do not hasten with angry exclamation: « Yes you that for the madman accept me! »— to rush to a management. Tasks can be such:
• Name as much as possible non-standard ways of use of a subject (match a box, jars from under coffee).
• List various variants of development of a certain hypothetical situation. For example, imagine, that happens, if elephants learn to fly.
• Pick up as much as possible synonyms to a certain word.
• Think up the words beginning or terminating in a certain syllable.
To cope with any task and to pick up original variants of the decision the receptions formulated by the founder of "brain storm» Alex Osbornom will help:
1. Bring into accord! (On what it is similar? Whether there are analogies?)
2. Change! (What signs can be changed? Colour, the form, sounding?)
3. Replace! (What properties it is possible to replace? Otherwise to organise process or an arrangement?)
4. Move! (Whether it is possible to change places separate fragments? Cause and effect?)
5. Make on the contrary! (As the opposite idea will look? And if to change roles?)
6. Transform! (Whether it is possible to make a hole, compress, stretch it? To make firm, liquid, transparent?)
7. Combine! (Whether can combine this idea with others? To spread out to separate elements?)
8. Increase! (Whether it is possible to increase the size, speed, quantity?)
9. Reduce! (Whether it is possible to reduce it? Something to clean? To divide? To make easier, is more light, is more thin?)
10. Use differently! (Whether It is possible to use, apply it in another way?)
Find at least by one variant of the decision for each point. It is not obligatory to use them in the pure state, can, as a result at you the complex variant from several transformations will turn out. The main thing, look at the creative task not as on a problem, and as on new possibilities. And then original ideas will necessarily be found many. And can even opening.
Opinion of the expert: What is креативность?
Alexander Rudakovsky, the creative director of company "Luna-S"
Often this question I set to competitors on interview, trying to find out, that they have enclosed in this concept, the unfaltering hand having entered in the column «additional data». Many think, that the word concerns exclusively advertising. This error occurs that the concept has really been brought in our language by advertisers as a tracing-paper from English. However have in vain forgotten, that in the homeland «creative» is not a noun, and an adjective and it is translated as «creative, creative» and for convenience have created to it the derivative form «креативность». And actually a word began to designate process or result of creative activity.
But, apparently, why then not to use more habitual word "creativity"? Masters of advertising business insist that these concepts relatives, but not the interchangeable. A difference that creativity is based on inspiration of the author, its abilities, traditions and norms to which it follows. The result of creativity is frequently unpredictable. And in creative process creativity is subordinated the purposes, and its main component is the pragmatical element, that is primary representation what needs to be created as it needs to be created for whom it is necessary to create it and what for. The effect from results of work is reached at the expense of knowledge of answers to all these questions. And itself креативность acts in a role of technology of the organisation of the creative process, which in itself it is fruitless. Figuratively speaking, the creative product is a picture of the set size which will place in in advance prepared framework, and it will hang in in advance prepared place of in advance chosen museum, causing delight at in advance chosen visitors. Composers, poets, writers and artists and other "classical" creators do not set similar conditions and work, being guided by the emotions and mood.