Theory of Creativity

Remember The Sponge

Unfortunately, many businesses tend to drop the creativity ball early in the game--when scoping for clients. "Instead of [just] sending out letters and cold-calling, you have to use all types of techniques," says Moya.

"We started a business in a tenacious town, and we have to be tenacious to get more work," says Raia. "So the question is `How are we going to distinguish ourselves from the person next door?' "

Moya and Raia e-mail and fax like madmen. "We do illustrations of each other," says Moya. "So if we've met a prospective client, we'll send an illustration of ourselves saying `Hey, where are you? Why don't you call?' "

"Just by faxing illustrations, Joe Designer is constantly going across the desks of big CEOs," says Raia. "And when we sent out our two-year promotion, it was an expandable sponge. It's just a little twist to make people remember us. They'll get the printed calendars [from other companies], and that's very nice, but people are going to remember the sponge."

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the October 1997 print edition of Entrepreneur with the headline: Theory of Creativity.

Loading the player ...

3 Keys to Getting Better, More Restful Sleep

Ads by Google

Share Your Thoughts

Connect with Entrepreneur

Most Shared Stories