Microsoft launched a store. The store looks nice. In fact it even looks cool. People are talking about their store. Sounds like everything is a big win. All the requirements have been met.

But wait…they left out creative and original, and ended up creating a store that looks like they, like everyone else, wants to be just like Apple. The new commercial should be “Hi I’m a PC…and I want to be a Mac.”

The lesson: Don’t discount creativity and originality. Embrace creativity in your efforts to be effective.

Want to see creative + effective? Check out an unboxing of an Apple employee T-shirt.

Here’s a video that should remind all of us – creatives, pastors, designers, technicians, communicators – that i innovation is most always preceded by a bit of craziness. Aim for the impossible and be bold enough to go against everything that we call normal.

We serve a creative God and I believe He pours creativity into us. And yet instead of setting the pace, the church chases other people’s ideas. They steal the title of a hot TV show, create a poor rendition of the graphic and call it creative. Honestly, it’s pathetic.

I’ve heard it many times, “nothing is new“, but that doesn’t give license to steal. Instead let it remind you to take ideas, be inspired by them, and create something new. Picasso once said that “originality lay in having the most obscure sources for your ideas“…Here’s a great example that I wasn’t aware of until today. The iPod started as a pocket radio, the iMac started as a speaker….and they were all inspired by Braun.

The difference between what Apple did and what the church is guilty of is that they didn’t simply copy the pocket radio, the took inspiration from it and developed something so “new” that it changed the way people listen to music. They didn’t simply copy someone else’s idea but they brought old ideas together with new ideas to create something remarkable.

So what? Why is this important to you, to the church? Why should you be original? Here are just a few reasons:

• Okay, there’s the obvious: “Though shall not steal.” That should really be enough, but let’s keep going.
• When you steal and idea and just return a cheap rendition you look…cheap. If it’s not better than the original idea why should anyone pay attention.
• Stealing an idea breeds laziness which blinds you to new and more effective ways to communicate.
• We are called to excellence…taking someone elses idea as your own produces lukewarm results.
• Your rendition of Desperate Housewives really only impresses yourself and maybe some other churches – those that you are trying to reach are just not paying attention because there’s nothing new to pay attention to.
• Copying the latest campaign by XYZ Church that worked so well for them? Well, they developed it, researched it … it may very well not go over in your neighborhood.
• There are too many places to go for inspiration. Try the Church Markeing Lab or send me a note.
• Because original ideas stick.
  

When Steve Jobs gets ready to announce the latest Apple products remember everyone is waiting for remarkable ideas and those ideas were created through inspiration.

I’d love to hear from you. What do you think?