The curious value of curiosity. The value of “Ooh… look over there…”

Why human curiosity counts for more than ever, creatively and strategically.

Creativity and curiosity have always gone hand in hand.

In our branding and design work at Neon, curiosity takes different forms.

Sometimes it can be structured and methodical, the leave-no-stone-unturned research that helps us gain an in-depth understanding of organisations, audiences and markets.

At other times it’s far more spontaneous and instinctive, the random rabbit hole we fall down because something catches our attention and could lead almost anywhere.

Both kinds of curiosity have a crucial part to play.

Creatively, curiosity is often what turns information into insight, and insight into an idea.

It helps us get to the heart of things. It ensures we ask the right questions, untangling complex issues and clearing away the clutter that can obscure lethally simple ones.

Our curiosity also allows us to explore ideas and approaches before they fully exist, mentally skipping down the road and asking ourselves: what might this look like? What might it sound like?

It’s this kind of free-flowing curiosity, open to all possibilities, that often powers the boldest creative leaps.

Curiosity versus AI.

Of course, these days your favourite AI platform can answer virtually any question, which can be very useful.

But not if you’re hoping for an “Ooh… look over there!” moment.

AI is very good at serving up the next most probable, and therefore predictable, answer. That can make the results unremarkable, uninspiring and safe. The kryptonite of anything truly different.

Human curiosity works differently.

It wanders. It follows unexpected threads. It gleefully goes down rabbit holes. It asks questions of random people you meet on site visits that are not on the official brand interviews list. And it connects things that might not obviously belong together.

Sometimes that wandering thinking leads somewhere surprising.

In short, it’s what allows the magic to happen.

Those “ooh… look over there” moments are often where the best and most interesting ideas begin.

Curiosity in practice.

At Neon, our restless curiosity has powered some of our best creative ideas and strategic thinking.

Sometimes it means literally exploring a client’s immediate environment, as when a walk through the historic gardens of Gray’s Inn once sparked an idea while working on a project nearby.

At other times curiosity leads us to dig deeper into an organisation’s offer. When working with a ratings company, the more we looked into what they actually provided their clients, the clearer and more distinctive their brand story became.

And occasionally curiosity leads somewhere completely unexpected.

Like the time a friend invited us to create a video and album artwork, but only if we could leave immediately and head to Cornwall, no questions asked, as it was all being kept very private, with the promise that it would be worth it.

Naturally, we were curious to find out. It turned out to be Seasick Steve.
(Apologies for the name drop, but it was one of the more unexpected adventures curiosity has taken us on.)

Different situations. Different briefs. But the same principle.

The scale and context of the work may change, but curiosity remains constant.

The value for brands.

For brands and brand owners, curiosity can bring real competitive advantage.

It helps uncover the insights that lead to stronger positioning. It encourages exploration that leads to distinctive ideas. And it enables brands to express themselves with clarity, personality and authenticity.

In a world of algorithms, that kind of human curiosity may be more valuable than ever. AI has its place, and it will continue to.
But don’t let it erode your natural inquisitiveness.

So stay curious.

It’s a powerful thing.

You never quite know where “Ooh… look over there!” might lead.

 

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Written by Dana Robertson, Founder and Creative Director at Neon Brand Consultants — sharing thoughts on branding, campaigns and creative strategy. Neon is a Chichester-based consultancy working across sectors from law and finance to culture and start-ups.

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If you have an upcoming project you’d like to talk about, then for sure contact Neon we’d be absolutely delighted to hear from you.

Please drop an email to or connect with via LinkedIn Dana Robertson.