In the world of experience design, where creativity is often weighed against time and quality, one question lingers: Can speed boost creative quality? According to Geoff Thatcher, founder and Chief Creative Officer of Creative Principles, the answer is a resounding yes. In a recent podcast interview, Thatcher dives into how working at a rapid pace, what he calls "creative speed," can actually enhance the quality of the work while delivering innovative experiences.
The Intersection of Speed and Creativity
Geoff Thatcher's design firm specializes in creating experiences ranging from theme parks to corporate lobbies, and he's a firm believer that working quickly doesn’t mean sacrificing quality. In fact, Thatcher argues that creativity thrives under the pressure of tight deadlines. He explains,
"I love it when clients need creativity really fast. We call it creative speed at our company because I think you get better creativity in so many ways."
According to Thatcher, working swiftly allows his team to rely on first impressions, which are often more intuitive and impactful.
Thatcher’s viewpoint challenges the traditional approach in design and business that equates longer timelines with better results. He emphasizes that speed doesn’t mean cutting corners; instead, it forces decision-making and eliminates overthinking.
“The problem with taking too much time,” he notes, “is you risk death by a thousand cuts—where ideas are watered down by too much input and endless revisions.”
Creative Speed in Action
One of the standout examples of creative speed from Thatcher’s career is a project he completed in just three weeks—a zoo master plan that would typically take months. While others in the industry criticized this approach as “too fast” and even “a disservice,” Thatcher stands by the results. Drawing inspiration from industry legend Buzz Price, Walt Disney’s trusted numbers man, Thatcher cites, “Speed can increase quality.” In Thatcher’s view, the compressed timeline didn’t just yield good results; it kept the creative energy alive and prevented the project from getting bogged down by unnecessary complexities.
Another powerful story illustrating creative speed is when Thatcher’s team was tasked with producing a major event in Hollywood with only one month’s notice. They managed to pull it off, exceeding attendance expectations and impressing high-profile attendees. “Most corporations would take twelve months to plan such an event,” he remarks, “but we did it in one. And it was a huge success.”
The Risks and Rewards of Fast-Paced Creativity
Of course, working at breakneck speed isn’t without its challenges. The most significant concern is often quality. Critics might argue that projects completed quickly lack the depth and polish that come with more time. However, Thatcher counters this by stressing that speed forces decision-making. “Make a decision. Doesn’t matter if it’s wrong, make a decision,” he advises, quoting the legendary Kelly Johnson of Lockheed Martin’s Skunk Works.
Thatcher acknowledges that some clients prefer a more deliberate process, which his firm can accommodate. But he strongly believes that in many cases, faster timelines not only meet the need but elevate the creative outcome. Speed compels clarity, focus, and ultimately, better execution.
The Entrepreneur’s Perspective
For Thatcher, embracing creative speed is not just a design philosophy but a business imperative. As an entrepreneur, he believes that the ability to move quickly is critical for success, particularly for small firms that don’t have the luxury of extensive resources.
“If you’re going to be an entrepreneur, you have to swim with the sharks,” he says. “You have to work fast, you have to throw both yourself and your team into the deep end, and you have to make it work.”
Thatcher’s business is not just a company—it’s a family affair. With his wife, daughters, and son working alongside him, the stakes are personal, and the lessons about creative speed are lived daily. His approach offers an empowering message for entrepreneurs: don’t be afraid to move quickly, and don’t let fear hold you back from launching something on your own.
Key Takeaways: Can Speed Boost Creative Quality?
The answer, according to Geoff Thatcher, is an unequivocal yes. Speed can, and often does, boost creative quality by streamlining decision-making, fostering intuitive ideas, and keeping projects from being bogged down by endless revisions. Whether you’re a designer, entrepreneur, or both, there’s a powerful lesson in embracing the urgency and clarity that come with working at a fast pace.
Thatcher’s parting advice for entrepreneurs and creatives is to understand what truly drives your business. He offers four essential questions to consider:
What’s your enduring idea?
What makes you different?
How do you want your brand to be experienced?
And, who do you serve?
For Thatcher, the answer is clear: “We serve the work. We’re proud of our work. That’s who we serve.”
The Power of Speed in Creativity
Ultimately, speed is not the enemy of quality but a catalyst for it. By embracing creative speed, you can push past the barriers that often stifle innovation, allowing your best ideas to emerge quickly and effectively. Whether you’re designing a theme park or running a small business, the principle remains the same—speed can boost creative quality, and in today’s fast-paced world, it might just be the edge you need.
Ready to supercharge your own creative process? Start by asking yourself those four key questions and see where the answers lead you.
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