How to combine website construction creativity with technology?
Source: Shangpin China |
Type: website encyclopedia |
Time: November 24, 2015
Whether in communication marketing or R&D Marketing website construction In the field of products, everyone is promoting the combination of creativity and technology, but only a few companies have made achievements as a result.
Recruiting for creativity and Website production Technicians, their respective departments, moving them to the same office area and forcing them to work together are obviously not enough.
Most of the ideas and technologies are just pseudo intimate.
Pseudo intimacy is a psychological concept. It has been proposed since the release of the film Gone Girl. It refers to the inability of people to be honest with each other about their true feelings and needs in order to maintain superficial peace and intimacy because of fear of damaging relationships.
Without this awkward and vivid word, it is really difficult to properly describe the current situation between the creative department and the technical department of most companies: they seem to respect each other and perform their duties, but the final effect is that they cannot do their best.
For example, the art exhibition industry:
The connotation of "combination of technology and creativity" is:
1. Expand the carrier range of New Year pictures. In the past, New Year pictures were only displayed on paper. In the future, they can be displayed not only on cloth, but also on clothing. They can also be painted on ceramics, furniture, stone slabs, and door curtains.
2. In terms of processing method, advanced machinery and manual methods can be used to improve efficiency, reduce labor intensity and ensure product quality. Modern equipment can be properly used in the five procedures of manual drawing, engraving, printing, painting and mounting.
3. In terms of artistic content, we should not only inherit civilization, but also innovate and develop. With the vivid way of New Year pictures, the ancient and modern times are linked together to make the New Year picture industry become Chinese and global. In terms of the content of creation, there are not only "more than one year in a row", "bumper grain", "more than three years of happiness and longevity", "three-star pictures", "beautiful women dolls", but also "ten gods ascend to heaven", "Columbus discovers the new continent" and other contents, making China's "flavor of the year" go global.
4. Be patent conscious. For some classic works, such as "more than one year in a row", "bumper grain", "more than three years of happiness and longevity", "three-star pictures", "lady doll" and other products, from the production process, image composition and other aspects, we must apply for national patents, form the copyright of New Year pictures, and prevent local works of art from being "copied".
In short, innovation is the life of the Yangliu youth painting industry. Only by constantly pushing through the old and bringing forth the new on the basis of inheritance can this industry become bigger and stronger and have eternal vitality.
Creativity and technology should dance together in three spaces
The combination of creativity and technology is inevitable, but what should be done?
People believe in this simple concept: the two constitute a vector, creativity provides direction for technology, and technology becomes the objective force to realize creativity.
But today, the industry has begun to hold a more open view on the integration of creativity and technology: the two can be more closely symbiotic.
Technology is not only the power to realize creativity, but also can generate inspiration for creativity; Creativity not only provides direction for technical efforts, but also provides more help in the technical process of creative realization.
The two are closely linked and cooperate in real time, which together become the possibility of marketing and even the evolution of business model innovation.
Innovation driven by creativity and technology is not a linear process. It may need to jump in three overlapping spaces.
The first space is inspiration, that is, when you see a demand, you have a strong idea to solve the problem.
The second space is conception, that is, when a goal is established, we should think about the ways to achieve it, and test and judge which are feasible, which are more efficient or better.
The third space is implementation, that is, making innovation happen.
Creativity and technology need to coexist closely and collide constantly at any time to ensure that innovation is born through the three spaces. Otherwise, it is either a castle in the air or a closed door project.
KOL is a typical example of brand social marketing.
In the past, it was totally decided by "patting the head", which was not advisable.
When creativity and technology coexist and collide, the brand has a set of scientific criteria for selecting KOL technology judgment or quantification.
In the inspiration space, "KOL resource library" will flash in the minds of creative personnel.
In the conceptual space, technicians evaluate each KOL according to quantitative and qualitative indicators such as crowd portraits and communication effects, and screen out the best account.
In the implementation space, creative personnel judge the feasibility according to the actual environment.
The KOLs selected from the three spaces may not match or even be diametrically opposite, so creative and technical personnel need to question and check repeatedly to finally select the most accurate brand KOL.
Three principles for creative technicians to work together
In the process of collision, there must be a strong connection between creativity and technicians, and a very direct way of communication.
They should know what they are doing, what their goals are, and even entrust themselves to be responsible for each other's work results.
That sounds difficult. Because this "strong connection" is not out of cooperation under the control of the traditional sense, and no longer regards any party as a part, but based on the coordination of human initiative and different personalities.
Fortunately, there are some basic rules for reference:
1. Organizational structure from small team to large team
The starting point of creative and technical cooperation should be a core team composed of several members with different expertise. The biggest advantage of this small team is that it can fully communicate to establish an overall work framework.
When the project is promoted, the scale will be expanded, and members responsible for more detailed and specific division of labor will be introduced based on the work framework established by the small team.
For example, the relationship between the main creative team of the film title and the list of all staff at the end of the film.
2. The basic rule of "ex post tolerance is greater than ex post permission"
Creativity is different from the expertise of technical personnel, and the perspective and idea of looking at things will also be different. This is not only the greatest benefit of the close symbiosis of creativity and technology, but also the biggest gap between the two sides.
The contradiction between creativity and data technicians is often manifested in the deviation of understanding of requirements. When the creative personnel put forward a demand for "popularity ranking", the technical personnel did not know whether the demand meant the hottest click or the hottest purchase.
Only by establishing the rule that "tolerance after the event is greater than permission before the event", can team members dare to express their true ideas, even if it leads to conflicts and contradictions.
As long as all team members believe in this basic rule, they can always understand and cooperate with each other in the collision. This is also the key to breaking the false intimacy between creativity and technology.
Without painful collision and consensus through negotiation, in fact, it is just hypocritical and irrelevant.
3. Team member ability requirements for T-type talents
The key to the symbiosis of creativity and technology is human.
People with this communication and cooperation ability need to have their own expertise in the vertical axis, and in the horizontal axis, they need not only to understand many fields, but also to have the intention to take the initiative to cross fields.
Encouraging internal employees to try completely different positions can not only increase cross disciplinary talents, but also smooth the cooperation between departments that lack mutual understanding and communication. This is because T-type talents play a role of bridge and translation.
Steve Jobs once said that the greatest benefit of working with smart people is that they don't care about their self-esteem.
In addition to ability and knowledge, there is also an important personality trait of T-type talents - an open mind, or more popular saying, "no glass heart".
They will not stick to the skills they have learned, and can accept a variety of contradictory views at the same time. They are willing to express their own views, and are not afraid to hear the other party's ideas, and then think independently to make judgments, rather than relying on their positions or the surrounding atmosphere.
In real work, creative personnel have a better understanding of consumer psychology, but are unable to provide strong evidence; Technicians can analyze the trend according to the data, but it is difficult to discern the factors that affect the trend.
If the customer manager skilled in insight is transferred to be a big data analyst, the contradiction between this creativity and the technical department can be easily resolved.
In fact, the symbiosis and win-win of creativity and technology is also a process of mutual confirmation, and T-type talents are an indispensable part of this process.
There are many good things in the world, and the things that can really make people exclaim "Wow!" are still waiting for great people and organizations to create.
Kevin Kelly also predicted that the greatest product in the next 20 years has not yet been born. With the continuous refinement of expertise and division of labor, communication and cooperation are of unprecedented importance.
At the same time, having creativity and technical strength is only the first step. Let them break the false intimacy, and truly close symbiosis can become the greatest power of evolution.
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