Engineers and Creatives are wired differently.
What one group regards as self-evident and logical, the other is just as likely to dismiss as tepid or irrelevant. And yet it is every technology marketers noble mission to unite these two groups to produce the right blend of messaging.
It’s rarely easy.
In fact, I’m reminded of the story of the Great Architect who decided to build a bridge with a unique feature: a 20-foot gap midway across the span.
Drivers who exceeded 50 mph would effortlessly sail across the open gap thousands of feet above a canyon below. Tourists would flock to the new attraction and the neighboring town.
Opening day dawned.
The first driver accelerated towards the gap at 50 mph as instructed. Only instead of sailing effortlessly over the yawning hole, the driver plunged through the gap to a fiery death on the chasm floor below.
The distraught, but nevertheless still Great, Architect immediately rushed over to his horrified engineers. They agreed their calculations were indeed faulty and that any further traffic should cease.
Seeking a second opinion, the Great Architect turned to his designers. But unlike the engineers, the creative team responded with disdain “What? Are we going to make all our decisions after just one bad test?”
Readers of this story will be forgiven for concluding that given their different viewpoints, the best way to manage technical and creative teams is to separate them.
And when it comes to developing marketing strategies, many agencies do exactly that.
In isolation, they identify what the engineers want said. Cement it into a brief of some sort. And pass the newly minted instructions through to the waiting creative team.
Which, of course, is a horrible way to work. And a sure-fire way to introduce barriers when we should be building bridges (admittedly one without giant holes).
If you are interested in a smarter way to forge a partnership between technical and creative teams, drop us a line at firstname.lastname@example.org, subject “Crazy Bridge”.
For more on how to avoid the consequences of chronic marketing inefficiency, brought on by the failure to collaborate, see “THE SUCKER FOR PUNISHMENT DILEMMA: WHAT IF YOUR CREATIVE AGENCY IS WORKING WITH(OUT) YOU? at Mortarblog.com. Or the follow-up post: “LIFE AFTER THE BIG REVEAL: A PROGRESS REPORT“.
PS: A bridge with a huge hole in it is not so crazy. See how some engineers are designing roads that sing.