1st June 2011
“WE SELL OR WE DIE” and the search for the creative formula.
The argument for living by “sell of die” is that the outcome in advertising (selling) is the most important part of the process, this is where we Sell and succeed or Die and Fail.
There are a few problems i have with the mantra, sell or die; even if it is arguable that the outcome is what is most important. My problem is that the outcome produces a conclusion and when you reach a conclusion a formula is established and the creative process comes to a stop. I feel that in failure we build upon our processes, further our experience and quality of ideas.
In succeeding with a formula you are not raising standards you are maintaining them. For every process there is a formula and when that becomes obsolete there is a need for change and evolution.This means that maintenance is only temporary, but creative change must be continuous. Also, the meaning of Sell or Die is not inherently wrong, however, there is a danger of the mantra shaping formulaic goal driven thinking.
So what is wrong with maintenance? The aforementioned obstacle of finding new formulas is the least of the problems with maintenance.
Not only is the creative process stifled when tried to maintain constant success, but it promotes formulaic thinking which resists new ideas and unfamiliar concepts. It is arguable that You can’t have creativity and stability at the same time, one or the other must be sacrificed.
The need to maintaining a successful formula can stem from fear. Since success is defined through the outcome of any given task there lies uncertainly and potential failure, this fear of failure is only natural. As fear is a survival mechanism, fear of death and harm or debt, this can be to the creative process as a catalyst to an explosion, i but also fear of failure and change can lead to anti motion (inertia), a blockade to progression. Conversely, fear of failure can be the stimulus to induce creativity. Creativity necessitates change as a solution to the problem of inertia.
Any failure to sell is indicative of a fault in the means through which the task of selling is undertaken. This is also suggestive of a change in the environment in which something is to be released and sold. Therefore, constantly fulfilling the goal to sell is not something which can be continually achieved if the creative process and new ideas are not the central focus.
So In conclusion when asked “sell or die” i choose to Die because it’s when we fail that we make the most progression towards success.
