Creativity is Evolving

In my SunWALK model I choose to define ‘creativity’ as subjective expression – mainly via some art medium. Friends object on the grounds that creativity is much more and much wider.

My reason is that it is much more important to establish the definition and function of the three voices of I, (Creativity) WE (Caring) and IT (Criticality) than to stay with a definition of creativity than can become so broad as to be useless.

In recognition that it is useful sometimes to think about creativity more broadly I was pleased to discover this article.

The author, David Armano, writes;


If you haven’t noticed, creativity is evolving.

The perception of creativity itself is slowly but surely transitioning into a mutated and adapted life form. In the traditional world, a “creative” person usually meant someone with savant-like talents excelling in a specific creative discipline defined by fairly concrete parameters. Copywriters wrote copy. Art Directors directed art. There are still talented visual designers who can make anything look good. Brilliant copywriters who can come up with that magnificent tag line which stops you in your tracks. And don’t forget about smart, methodical Information Architects who devote their existence to usability and being an advocate for the end user.

These skills, talents and abilities are needed – no doubt about it. But what’s also needed is the evolution of them – the next iteration. But what does this look like? An Information Architect who completely grasps Human Computer Interaction but can also think fluidly – can do things like rapidly create prototypes, facilitate user testing, understand visual design and occasionally write copy. This kind of individual possesses a multi-dimensional creative brain that has evolved over time.

This type of mind is capable of creating customer experiences which provide competitive advantage in a fast moving world where customers are increasingly calling the shots.

In this world marketing/advertising/technology/and customer experience all blur together. So what does this mind look like? The full article is HERE


All postings to this site relate to the central model in the PhD. Summaries are HERE

1 thought on “Creativity is Evolving

  1. Pingback: A HEAD FULL OF STUFF! | Sheryl Gwyther – author

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