The Creative Success Meter: A Tool To Measure Your Work

The Creative Success Meter is a tool for measuring potential or success of any given project. I created it to measure and rank my own work consistently, and then to judge it against the great work of others. In the next post, I’ll apply this to some of the early 2012 Super Bowl ads that brands are ‘leaking’ online for some pre-game buzz. But first, here’s how the Creative Succes Meter works:

For each project, check the attributes that apply to the idea/execution you are measuring. For instance, ask yourself, “Will this project Resonate with the intended audience?” If the answer is yes, it deserves one check. Each checkmark counts as one point. If you believe the sum is greater than it’s parts, and that the work has an undefined perfection to it, you can add another point for Magical. The Bonus is for an exceptionally strong attribute that you wish you could check twice: for instance, if a piece of furniture was hand-carved by a master wood whittler, you’d apply the bonus check-mark to the Well-Crafted attribute. If an execution is better than perfect, it should score an 11 out of ten.

Here is a brief description of all 9 main attributes and 2 extras:

Simple: Is the idea easy to explain? Could you give it a good elevator pitch? Has it been worked at so much that only it’s core elements are necessary to communicate the idea?

Smart: Smart means intelligent, but it also means well dressed. Is the idea put together with experience, with panache? Is it free of mistakes and oversight? Smart work proves that the creator has done this so many times that they make it look easy while never missing a beat. All things have been considered.

Well-Crafted: Is this concept very well made, with attention paid to the smallest detail? Has the creator elevated their form to a new level?

Familiar: Is the idea something that builds on what came before it, something the audience will remember? Work is familiar because it is built upon what has come before it. It is a part of history, and it understands it’s place. Often work is not successful because it is too far ahead of its time, or because the audience finds the work to be too alien to their current tastes. Obvious examples of Familiar exist in remakes, spoofs, and homages; pop culture references. These are more shallow connections, with a limited shelf life, but can still be very powerful and successful. They are better suited to advertising. More subtle, deeper examples of familiar are in the use of metaphor, mythology, legends, old wives tales, even religious and historical references.

Resonant: Does the idea connect with a core philosophy, belief, culture, or time? A resonant idea exhibits a core understanding of the subject matter. Research has been done. Insight has been gleaned.

Shareable: Does the idea beg to be passed along, verbally, digitally, or otherwise? Will the intended audience talk about it? Will they think about it for days afterward, and bring it up at the water cooler?

Original: At first this appears to run contrary to the Familiar attribute, but Original in this context means put together in a new way. Familiar things can still be put together in unique ways.

Flexible: Can the idea live in multiple channels? Can the idea survive fads and trends, can it be looked upon with multiple perspectives? (Think Shakespeare, or event The Catcher In The Rye)

Challenging: Does this idea challenge current beliefs or ideas? Does this idea make you think, and continue to think, long after its first exposure?

Magical: This attribute can only be applied if you believe that everything about the work has come together to transcend the ordinary. It is a stamp of awe and wonder at the ability of human beings.

Bonus: This is not an attribute, but rather the option to choose one attribute that truly stands out (for instance Well-Crafted) and award one extra point to that attribute, so that it is worth 2 points instead of 1.

This tool was initially designed to judge advertising, but I wanted it to work with almost anything that can be created. I will be testing the Creative Success Meter periodically, scoring various work, and inviting discussion. Tomorrow I will look at the 2012 Honda CR-V Super Bowl Spot, “Matthew’s Day Off”.