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HELLO, THANKS FOR VISITING THE LOGICAL CHOICE.

Our recent conversation and your latest issue of Logic + Magic inspired me to articulate and share my thoughts on logic as a key driver of fearless creative leadership.

Logic is defined as the study of the principles of correct reasoning. In the context of a creative organization, I prefer to think of logic as a formal method of examining, evaluating, or thinking about ideas, processes, and outcomes and applying our findings to future work to ensure continuous improvement.

Logic can be a polarizing concept when couched in the reality of building an environment of imagination, creativity, and out-of-the-box thinking. Some view logic as a villain that imprisons creativity inside the box. They believe that illogical ideas are either self-edited and withheld by the idea generator or discarded too soon when they might have led to imaginative, difference-making concepts. 

But, as everyone's favorite creative force Steve Jobs once said, “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.”

So if "creativity is just connecting things”, then logic is one of the most powerful facilitators of strategically imaginative creativity. Logical reasoning has the power to unleash creativity by helping us make connections. Logic helps you think clearly about your knowledge and experiences and connect them in ways that synthesize new ideas. A wealth of logical connections allows us to embrace idea diversification and ultimately leads us to more disruptive ideas. 

However, in a successful creative organization the creative product can't be the only end result of logic. Logic also gives us the ability to insightfully manage agency staff, strategically measure and control expenditures and time, positively impact agency profitability, and boldly push ourselves to be a more relevant partner to our clients.

The internet is chock full of opinion pieces about the impending death of the agency model, it seems like the hot topic of the day, but I haven't seen a lot of suggestions for what will replace it. My personal opinion is that the agency model will never completely die, but will have to evolve to remain a viable product for the clients of today and tomorrow.

Here too, logic has the power to be our savior. Logic helps us develop work that is relevant to our audience, flexible processes that are effective for our clients and profitable for the agency, and career paths that are rewarding for our staff. When balanced properly these factors allow our evolved agency model to be compelling enough to make a positive difference.

In other words, to make work that matters more—to our clients, our staff, our organization, and the world at large.

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