As someone who works in advertising - a highly creative environment - I continually see the value of the Challenge Dividend in our work. While some find that creative efforts - and business overall today - should be non-judgmental and allow box-less thinking, I'm a firm believer that the best work comes from a challenging brief and tough feedback.
A few months ago, I shared a post from fellow ad-guy, Todd Copilevitz, who wrote of the need for "full contact brainstorming" in which ideas are flayed alive if they fail to deliver. Last week I discovered another smart piece of thinking from ad-blogger, Todd Henry, at the Accidental Creative site. Todd argues that, "great creating requires risk, and a part of that risk is the fear of failure." He continues:
"Call me crazy, but I think it's a good thing if in the back of someone's mind is the possibility of losing their job if they drop the ball. I think it's a good thing if there's just a tinge of fire under someone's pants as they are driving toward a deadline...As I've often said - safety is not an option. Eventually, all creating requires risk - be it organizational or personal."
I think many people inside and outside of the creative industry would agree that pressure like deadlines and keeping your paycheck can lead to the best thinking and results.
On the other hand, negative challenges are not the only drivers of success. I find that many people in our office are motivated by achievements. For example, the chance to win a new business pitch, to win an award in a creative competition, or to have clients bragging about our work in their hallways. All of these can be just as motivating - if not more motivating - than dangers and threats.
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