To Be Creative

What does it take to be creative? It does not matter how much you study or how many books or articles you read. You do not become creative by watching others. You can, without a doubt, "copy" or draw inspiration from someone else. But, in order to be truly creative, you have to be able to distill your brilliant idea down to the point where you can bring life to it. That is the hard part.

Genuine creativity is an innate ability, I believe. Some have it and some do not. Even some of the folks in the creative industry are not all that imaginative. You know what I mean. How many ads, commercials or shows have you seen that just left you wondering how they ever got approval and more importantly funding? Take the time to get it right.

Good creative, I mean GOOD creative is out there. It may just require a little more effort to find and execute.

Being able to go from idea to execution is key. And, that is where most genius ideas fall short. The execution is, in many respects, the harder part to pull off. There are lots of creative folks out there. But, there are not nearly as many executors. Beyond that, a lot of the people that could execute given the opportunity are never given that opportunity. I know so many organizations that stubbornly stick with the same old same old for way too long. The sport fishing industry is a prime example. Please, stop the madness. We are tired of seeing the same thing repackaged year after year. Creative friction is good. Embrace it! Use a new team. Hold yourself and others to a higher standard.

With good friction comes an even better flow of creativity. Properly distill your thoughts. Really thinking through your concept will bring forth insights into what the end user or client wants and needs. Now you will have even better ideas about how to execute on your creative inspiration. The distillation process takes time. Sure, sometimes it can happen in a flash, but more times that not it takes a fair amount of time. Invest that time and everyone will be happier for it. The most important point is to find and work with really creative people that can deliver. 

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Convergence of a Different Kind, Keep It Going

I will keep this short. The online and print ad space is converging and not in such a pleasant way for my friends in print media. Online ad spend is up 14% in the first half of this year at a whopping $17 billion. At this pace, we could see internet advertising surpass that of print magazine and newspapers this year. You might think, who cares...But, I find this most welcoming.

People spend far more time consuming news and entertainment content online than anywhere else. If you want to reach your audience then you better get savvy about creative ways to engage them on the internet. And, social media only goes so far. Create or have someone create some interesting material for you on a regular basis and feed it to your audience. This is the only way forward.

At Full Throttle Media, that is what we are doing for the sport fishing industry with our "In the Spread with RJ Boyle" and "Sport Fishing Safari" projects. We recognize that print plays a roll, but for in-depth long term engagement the internet is and will be king.

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It's Wahoo Time in the Bahamas

Full Throttle Media and RJ Boyle push off for the Bahamas tomorrow, at first light, to film the first leg of the wahoo instructional video for "In the Spread with RJ Boyle". This will be the fourth video for the series with another five to follow before the year ends. If you would like to order videos or find out more about what we are doing, contact me (info @ fullthrottlemedia.com) or RJ at 954-420-5001.

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Giant Bluefin Tuna Action For "In the Spread"

Unreal! In the Spread traveled to Nova Scotia with RJ Boyle to film giant bluefin tuna, but we had no idea what was in store for us. Lead by big game legend in the making Andy Moyes, we by all measures finished the shoot the first day. That is how good Andy is and how off the chain the bluefin action is out of Ballantyne's Cove, Nova Scotia. Captain Francis Boyd and first mate Jamie Stewart ran the boat while Andy dialed up some epic big game fishing. If you have not experienced bluefin tuna fishing in Nova Scotia, do it and do it now. Andy Moyes is the man!

The forthcoming bluefin tuna instructional video from In the Spread with RJ Boyle featuring Andy Moyes further validates the quality of productions coming from Full Throttle Media. The bluefin tuna video will be available by the end of October. Buy In the Spread videos now. Click HERE

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In the Spread Videos with RJ Boyle Now Available Online

The daytime swordfishing and daytime swordfishing bait rigging instructional videos from In the Spread are now available for purchase online. The bluefin tuna video will be out by the end of October. Additional updates about the newest videos in the series will be provided as we move forward. Stay tuned! www.inthespread.com

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