We caught up with Robert Senior at the LeadersIn conference yesterday where he was giving a speech on the 'unreasonable power of creativity'. What follows is just an extract from our conversation
"Creatives need to view the word 'no' as an existentialist state of mind. Not an impenetrable fortress.
"'No' doesn't exist. 'No' means I don't understand. 'No' means I can't afford it. 'No' means I don't think I can sell it to my boss. 'No' means I don't believe you can build that," Robert Senior, CEO of Saatchi & Saatchi EMEA, told Computer Arts.
No rarely means no
"'No' means lots of things. It very rarely means 'no'. Getting to a deeper understanding of what is meant by 'no' - not viewed through the imaginary courtroom of right vs wrong; 'the bastards don't understand' - you have to find what is going on. Why? Why? Why? Why? You have to unlock new doors to take you to a more interesting place, off of the back of what it is you're trying to sell."
"[Creatives] are innately curious people when they originate their work. They need to apply the same level of curiosity, I think, when they get the word 'no'. I think that's the time to smile and be very curious. [Ask yourself] what is the client really saying?"