In his classic book, 'Odyssey Pepsi to Apple', John Sculley says, ".. management demands consensus, control, certainty, and the status quo, creativity thrives on the opposite: instinct, uncertainty, freedom and iconoclasm."
The showdowns between the management control freaks and the off the wall and out of control 'creatives' are not just limited to the ad industry.
Stories that relate successful mergers and operations between these extreme animals of the corporate jungle are not that easy to come by.
The reason behind this is simply that neither side wants to be seen as compromising on their vision for the success of an organisation.
A further complication is that both sides have winning arguments. The key to possible solutions, and there are as many as there are situations, is getting the combinations right.
Sounds simple but these optimal combinations can change from day to day. Being alert to the change in dynamic takes concentration from both sides or else having a referee with instructions to mobilise, not penalise.
A starting point could be the swot exercise. Both 'creatives' and management should be kept constantly aware that they are both in the same boat. Whether they sink or swim depends on how they utilise strengths and opportunities as well as their responses to weaknesses and threats.
Stating the obvious and listing aphorisms is not a prescription for success in these confrontations. What does succeed is finding the middle or common ground between the two supposedly opposing forces.
This takes some work, as there are many preconceptions and prejudices that have to be dealt with. But there are 'creatives' that are instinctively good managers and managers that are instinctively creative when given the space and opportunity.
Achieving a balance between the two is an ongoing challenge but the potential results could be exponential.
