From bots to artificial intelligence to algorithms and data, we often get caught up with trends and hype.

In this age of rapid prototyping and by working and living in beta, is the power of creativity really harnessed by emerging innovations and tech?

Or is it borne out of a problem that needs solving? A business problem. A marketing problem. A consumer problem.

. From poor consumer perception to aggressive business targets right down to Antman-like budgets, this is where creativity is key.

When there’s clarity of what needs to be solved.

Sure, sometimes the answer could very well lie in the use of the latest technology . The question to ask though, is, will it have solved the problem at hand or simply added some gloss to one of the ‘problem-solving’ deliverables? And sure enough, someone might say...”What’s wrong? At least the campaign will have something to talk about.”

And that’s exactly what’s wrong with our industry. Dramatising our creative solutions when in fact they have only served as one of the components that contributes to solving the problem. Why? Because the other components aren’t ‘sexy’ or creative enough to be mentioned.

Just as there are many people working in communication from frontliners to backend developers, problem-solving is the sum of many parts, many people and ultimately, a collective effort.

We should start out by being very clear and mindful of what the problem is, and what is it we’ve set out to solve. And we need to keep reminding ourselves, every step of the way, to ask those questions even while the work’s being developed and even when it’s about to roll out.

The problem should always be the root (right up to the trunk and branches) of our creativity. Never lose sight of that.