Super Bowl Sunday, No Celebration of the "Creative Class" - The Results Economy

 Humans tend to be herd animals. Between 1997 and 2004 there had been a stampede to glorify creativity. 

So celebrated was that capability that it didn't have to be bundled with accomplishment. It was enough just to be anointed "creative." Richard Florida systematized the concept in the seminal book "The Creative Class." Sectors known to require creativity such as advertising became glam. Otherwise the cable series "Mad Men" wouldn't have caught on.

That was then.

In The Wall Street Journal podcast about Super Bowl advertising reporter Suzanne Vranica is blunt:

"The companies that own all these [advertising] agencies, they're contracting at a rapid clip. Creativity in terms of that part of the business had already been in a contracting stage … You're going to see lots of layoffs." 

The same goes for creative sector public relations. O'Dwyer's newsletter documents that.

And, hell, as I was told lots before I exited content-creation: Writers are a dime a dozen. 

Even the term "creativity" could now be bad for your brand, especially when seeking employment, a promotion or funding for your enterprise. Decision-makers focus on results. What have you actually accomplished or what can you almost guarantee us that you will accomplish. Quantify that. 

More of those I coach get it: Boring is back. That is, managers, clients, customers and funders demand you do something or approach something in conformance with specified standards/expectations/metrics. Stand-alone creativity isn't welcome. Visionary whatevers are also getting a bad rep. 

Anthropic got to be top dog in AI because of what it has recently put out there for end users, especially in legal. Not because of being known as visionary. And now, as a result of that, what has been projected about manpower demand in the legal sector (and not just in law firms but in-house and in industries serving legal) could be accelerated.

Both Paul, Weiss and Sullivan and Cromwell sketched out how career paths in the legal sector could and probably will implode. Because of AI, demand will plummet for junior lawyers. Also because of AI, a number of practices could evolve into commodities. At some firms fewer summer associates have been given offers for future full-time jobs. Goldman Sachs projected that automation could eliminate 44% of legal tasks.

Smirk. Remember how pop culture such as broadcast series "Boston Legal" paid great homage to the creativity of lawyers. Denny Crane seemed to win cases when he unleashed that in its raw state. 

Oh, searching for unique effective solutions is still in. It always was. However, the smart professionals in high-profile glam careers such as trial law or crisis communications referred to that approach as "strategic." Not creative. In his 40+ years at Paul, Weiss former chair Brad Karp's branding has been for strategy. Still is. Not creativity per se. Actually the latter label could have scared off anxious buttoned-down clients. Probably right now at the Super Bowl Karp is connecting strategically to develop new business.  

But, most of that has always been the reality of success. As much as "Mad Men" positioned creativity as sacred, it was Don Draper's strategy that grew the agency and saved it after it lost an anchor client. Here is Draper's iconic strategy for introducing to the market the Kodak Carousel.

Along with creativity, passion is also out. Unfortunately too many didn't get the memo. As I point out to them in coaching: Overhaul your LinkedIn profile and other job-search materials. No one cares how passionate you are about software development or fundraising. Show what you can do for them.

Obviously we are in a results economy. The trick is to be on the money in what results count. In advertising, as the WSJ podcast hammers, those are changing. This evening the millions invested in the commercials will be worth it not if viewers gush about "how creative." It's about name recognition and how much that is embedded in the collective memory bank.

Buzzword for 2026: strategic.

Success is a mental game. Failure comes from being done in by the “committee” in your head.

Together, we liberate your thinking. Then we change your story. And, unleash success. Meanwhile, we focus on bringing in income. That puts you in a position of strength.

Intuitive Coaching. Special expertise with transitions, becoming a solopreneur and aging. Psychic/tarot readings, upon request. Complimentary consultation with Jane Genova (Text 203-468-8579, janegenova374@gmail.com). Yes, test out the chemistry. Zero risk.

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