Judge creative like an emo-hipster


11.11.09 :: I am not so ignorant as to think all of my readers know what constitutes an ‘emo-hipster’. Quite simply, they are young, melodramatic trend seekers. (Listen to a few Bright Eyes‘ songs or go to your nearest Urban Outfitters and buy The Hipster’s Handbook if you want to get into it a bit more.)

Now, why are they shining examples of creative critics? For the same reason we can’t create a stable economy- they’re emotionally rational. This stereotype has a feeling about an experience and then is able to explain it in a 3 min 56 sec song with complex vocabulary and estranged metaphors to the point where you clearly understand what they’re feeling and why they’re feeling it. Because of this understanding, they can get like minded people to follow them and others to admire them. Simply put, they are good communicators and conduits of emotion.

Today, a lot of emphasis is placed on rational analysis and sometimes we forget each action that results from our communication is, at first, emotional. It might be a thrill created from a deal, the thought of fitting in, or the simple pleasure of being entertained by a talking gecko. Whatever the case, it’s emo. Now, this is no big surprise to anyone who has been around the conference table a couple times or watched enough Mad Men.

However, if you learned how to look at creative the same way an emo-hipster evaluates a experience (by feeling first), you can make short work of any piece. The key is being able to correctly identify how your audience feels and then being able explain why that is. As business people, (whos’ job it is to be rational in order to increase efficiency), we tend to be reductionist and forget the overall impact emotion created through this empathy. So, learning to speak of emo has its’ benefits, even if it requires putting yourself in the shoes of someone who insists on wearing skinny jeans.

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