Creative Tension – Articulate Your Vision

Elastic band to conceptually represent Creative Tension. Photo ©Mike Odlin

What you write about your business changes the way you think about your business. That changes how you act in your business.

At some point on your business journey, you’re going to meet a question inside that won’t go away.

This sort of thing:

‘why do more people not get what we’re trying to do? Why do they pass by & not take us up on it?’

Martin Luther King lived it,  Peter Senge wrote about it. They called it ….

Creative tension

Now do an experiment:

1 – Take one big elastic band

2 – Stretch it between your left and right hands

3 – Look at your hands. Imagine that your left hand is where you are now and your right hand is where you want to be (your vision).

Do it. Hold your hands out and get some distance.

Now here’s the interesting thing – the energy.

That gap between the left and the right, the now and the future vision, always creates an energy or a tension that wants to bring them together. You can actually feel it in your muscles if you really do it.

Can you feel where this is going?

You can use the energy to drag your vision (right hand) back to where you are now or you can let your vision pull your reality forward.

What happens depends on how committed to the vision you are. How strong does it live in you? Is it a flicker or is it unstoppable?

Managing change – framing

Creative tension is useful in business development and it’s something a copywriter needs to explore. It can help you clarify the difference between your future vision and your history.

What you write about your business changes the way you think about your business. And we now know that what we think about most of the time affects how we act.

So, changing what you write about your business has big potential energy to change how you act in your business.


“changing what you write about your business has big potential energy to change how you act in your business”

What you write about your business puts a frame around it – it helps you and your customers focus on the important things.

You can change the frame if you do this:

1Open your eyes to what you’ve got now. If you think you’re too close to the business get fresh eyes on it.

2Ask: – what content needs to stay and what content needs to go? This is so you don’t leave good stuff behind or drag old stuff forward.

3Act: – get on the case.

Temptations to knock you off track

Any good intention usually wakes up some sort of temptation equally keen to knock you off track.

When you start on this particular journey there are 2 big temptations:

1 – You start to feel uncomfortable and defensive about what you built in the past. This makes it really hard to let go of your old content.

2 – You want to gallop off at the first suggestion of progress. In this case the chances are that you’ll leave some real diamonds behind.

It’s hard to do this on your own. It’s easier with a guide.

And when you’re feeling it’s uncomfortable or exciting that’s because it is. That’s the creative tension.

Average is average is average. Somerset Maugham hit the nail on the head when he said, “only mediocre people are always at their best”.

RECAP. Creative tension is real, it’s really common and it can be a sign that something needs to change.

Here’s a practical question to move things forward:

are the words I use for my business mostly focused on where I’ve been or are they actually focusing things on where I’m going?  Am I happy with this?

Published by Wordraising

Freelance Copywriter. SEO Copywriter. Editor. Consultant. Web 3.0. Semantic Web. MBA, MPNLP. Specialist in: Information Architecture, Value Proposition Development, Value Proposition Reframing, On-page SEO, Competitor Keyword Analysis, Presentation Markup, Taxonomy, WordPress Content Management, Website Content Critique, Website Content Editing.