In a new documentary (“Get Back”) the Beatles create a new album (“Let it Be”) in just 21 active days. It is their final work together, yet what is most astonishing is how their creative talents worked together to craft such memorable music in that short period. This enriching experience provides a unique template for marketers, designers and product developers to learn about key creativity principles.
Creativity is vital for any kind of commercial or social endeavor. A few years ago IBM conducted a global survey among over 1,500 CEO’s, asking what will be needed to “navigate an increasingly complex world”. The most important attribute cited was “creativity (60%). In particular branding is the core of marketing and must be constantly refreshed in light of changing competition, evolving consumer tastes and overall market trends. Hence building a culture with ongoing creativity initiatives is essential for sustained success.
The Beatles have always been recognized as one of the most creative musical groups in history. This documentary provides an extraordinary showcase for how their dynamic interaction produced such timeless songs. Here are some worthwhile lessons on creativity from this documentary:
- Goal – any ideation session must have a clear objective, one that is “specific, challenging and attainable”. The Beatles had a tight time schedule to complete this massive task of creating twelve new songs within a month, plus a live concert at the end.
- Environment – brainstorming should be conducted in a facility that is isolated with no distractions and designed to engage people for the creative task in hand. Their initial studio in Twickenham was too big with bad acoustics and unreliable equipment. Their creative energy flourished when the Beatles moved to a more intimate environment on Saville Row in London, which provided the right equipment and more stimuli for fresh thinking.
- Source of Ideas – while an ideation session is important as a prime catalyst for innovation, ideas actually have many diverse origins. Often ideas arise subconsciously during those early morning sleepless hours, or in the shower, or when driving, for example. George and Paul each came to the studio with the seeds of new songs, “I Me Mine” and “Let it Be” respectively, which were then developed further by the group.
- Fun and Positive – perhaps the best insight from this documentary was the playful, even irreverent behavior they displayed together. Some structure is always needed in an ideation session, but the Beatles expanded the boundaries by frequently digressing in different directions, mimicking songs from Chuck Berry, the Everly Brothers, Bob Dylan, Elvis, et. al., even playing each other’s instruments, all in colorful, joking ways. There was little negativity, and it was very evident that the four simply loved creating and playing music of all types. They were constantly feeding off each other and having immense fun doing it.
- Individuals Collaborating – this inclusive interaction was critical for creating new music. Academics at Carnegie Mellon and MIT have found in studies that the key to creativity is not the intelligence of the team but their sensitivity and encouragement for giving everyone time to speak. Although the Beatles all shared roots from Liverpool, after a decade their different styles and musical dimensions evolved individually, which when combined helped to create this magical recipe for distinctive songs.
- Outside Stimuli – adding samples from other artists or competitors always helps, but introducing a new person and perspectives can become a game changing catalyst for fresh ideas. Bringing in Billy Preston on the piano was a perfect example.
Optimal creativity is elusive and not easy to achieve. This challenging task by the Beatles in 1969 offers a classic case study of important lessons for creating dynamic, new ideas – e.g. ensuring the right environment, engaging positive yet diverse personalities and encouraging open, constructive interaction. No input was unwelcomed and no inspiration was off limits. The Beatles confirmed their magic by showing how much they enjoy creating memorable music together.
Connect with us