One of the reasons I love WOM marketing is how I can expect to see a constant stream of extremely creative ideas. As one breakthrough idea gets mainstreamed through repetition, others pop up. Keeping this up requires hundreds, perhaps thousands of creative minds churning out new ideas. I’m sure many of you would agree that the next big idea is often very hard to develop. In the cited article, Robbin Phillips of Brains on Fire uses a TED Talk from Elizabeth Gilbert to highlight how important it is to nurture the creative process. Business methods and creativity can coexist very well. You just need to know how to cultivate it. As WOM marketers, we need to create an environment where creativity can thrive among goals, deadlines and quarterly reports. Or as Geno Church puts it “Our job is to create a dance floor of insight and inspiration.”

Read more about the creative process and watch the Elizabeth Gilbert video at Brains on Fire