It’s not often that a single book inspires me to pen down my thoughts in the form of a blog. News articles, yes, books, not so much.

The reasoning behind this is straightforward. Many books attempt to address a myriad of ideas, which often results in a scattered final product eliciting mixed reactions. Conversely, a well-crafted article hones in on a singular idea, offering an in-depth analysis.

Yet, every now and then, a book defies these notions, elegantly developing a singular, powerful idea that gradually constructs an argument, inviting readers to engage with its narrative rather than instantly commanding their awe.

This blog delves into one such potent idea: the union of creativity and strategy within a business context.

Navigating Business Orientations

People’s preferences in business tend to lean towards either the technical, strategic aspects or the creative facets.

At a micro level, this polarisation is not inherently damaging. If a majority of people are predisposed to a particular orientation, conforming to this norm isn’t necessarily detrimental.

However, if everyone firmly adheres to either extreme, it becomes a missed opportunity to tap into the spectrum of their potential. Life, as in business, calls for balanced solutions that can cater to a wide array of scenarios.

The Business Conundrum: Creativity and Strategy

The crux of the matter lies in recognising that for any business to achieve enduring success, it necessitates the amalgamation of both creative and strategic dimensions. The strategic aspect serves as a compass, providing direction and clear objectives, while the creative aspect infuses charisma into the business, helping to generate interest and appeal.

Simply put, it is imperative for a business to address a perceived need (the strategic part) while also bolstering its visibility (the creative part). In doing so, a company effectively bridges the gap between human-cantered design and efficiency metrics, optimising its overall business operations.

Minding the Brand Gap

Author and brand consultant Marty Neumeier elucidates the chasm between the strategic and creative facets of business as the “Brand Gap“. The proposition is clear: the smaller the gap between strategy and creativity, the greater the long-term benefits for the business.

This principle holds true beyond the realm of business. Whether tackling a personal challenge or a global crisis, a balanced blend of intuition, creativity, and pragmatism often leads to the most effective solutions. Yet, despite its simplicity and logical sense, this concept remains largely overlooked.

Hence, I implore you to make a deliberate effort to minimise your brand gap. Strive to blend your strategic intent with creative endeavours, fostering a symbiotic relationship between the two. Such an alignment not only amplifies the impact of your brand but also paves the way for sustainable business growth.

However, if this task appears daunting, don’t fret. In today’s interconnected world, you don’t have to go it alone. Reach out to professionals who specialise in bridging the brand gap, leveraging their expertise to ensure your business harnesses the full potential of marrying strategy and creativity.


In conclusion, harmonizing creativity and strategy is no longer a luxury but a necessity for thriving in today’s competitive business landscape.

When creativity and strategy are intertwined, they bring out the best in each other, enriching a business with their unique strengths and fostering a balance that equips the business to conquer whatever challenges come its way.