so pivot

Recently I have become increasingly aware of the value of being able to “pivot” when collaborating with another creative on a problem.

What do I mean? One specific connotation of the term is that it is not just a "change of direction", but a "sudden, rapid change of direction and focus". Try to think of it as keeping one foot in the past while moving quickly to the future, creating a new present.

Pivoting means to SHIFT to a new strategy. In shifting the focus, this allows one to see and utilize a different set of criterion by positioning the problem so that one can see it from a new angle, and therefore not impede the process of the required solution.

Scenario 1: You've drafted a few concepts to show your art director, including all the required elements and simply need a decision which one to polish. At this point, you're told that the decision to use photography has been vetoed. But the time for project completion of the has not changed. So, you have to pivot, change your point of view as to how to solve this new issue, this new problem.

Scenario 2: You're expecting a fellow creative to supply you with the new headline for use in the advertising copy by a particular time and date, and they don’t deliver. You need to pivot, reassess the problem with this new ‘condition’ and develop a new solution. Options include: a) develop a solution without a headline, (not likely);  b) although not your forte, write the headline yourself; or c) get someone else to write it even though it might not be as good. If opting for b) or c) you may continue on to think of how to minimize visually the importance of the whole headline and try to focus on a single word within it. Maybe that leads you to ‘reinvent’ the use of a headline within this context and utilize a single word or maybe you even consider the possibility of growing that word to a phrase.

By understanding the possibility of being thrown a curveball, you shouldn't be thrown off balance as you used to be. I have come myself to actually enjoy this challenge, it keeps my design chops sharp!