Creative Direction for 'Uncreative' Businesses: A Simple Roadmap for SMBs

If you’re in a business like insurance or manufacturing, “creative direction” might sound like something you could happily live without. You’re not selling Yeezys, a lifestyle brand, or launching the iPhone32b, so why bother with something as abstract as creative direction? Plus, you probably don't feel like learning the Hungarian Gibberish occasionally associated with creatives (to my Hungarian friends, you can flop the reference and say "American Gibberish").

Either way, you'd be wrong. And, sadly, you can't hide.

Because, more often than not, creative direction isn’t about being “artsy” or making things pretty. It’s about communicating clearly, building relationships with your customers, and ensuring your business stands out in a wildly overpacked Tokyo subway of a market. Whether you're selling tractors, insurance policies, or door hinges, you need solid creative to thrive—just maybe not in the way you expect.

The good news? It doesn’t have to be overwhelming or expensive. It doesn't even have to be Hungarian or gibberish. It can be simple and incredibly effective when broken down into digestible steps. So, here’s your roadmap to improving your business’s creative approach, even if you don’t think of yourself as a "creative" company.

PS—As someone who's considered professionally "creative," I can say the most creative people I have ever met are the small-to-medium business founders who know how to make the stuff we need. So start by acknowledging how much more creative you are than me, a creative director.