The attention economy is going to require work that offers faster, more flexible and more creative solutions. You must get your company or your client out in front of all the other competition. To do that you have to be better, cheaper and faster. How are you going to do it?

One solution. Create your own Think Tank, your own Creative Think Tank.

I've visited a company that designed a special workplace called the Shark Tank for some of its brightest, most creative employees. The space resembled an exhibit you might see at Sea World with subdued lighting, glass etched with a mascot shark, stainless steel countertops and blue-green hues throughout. The workstations were centrally located around a common hub to encourage sharing and networking. It quickly developed a mystique and encouraged other employees to exhibit creative talents.

For you personally, you might want to consider something less formal, but no less dramatic or fun. I formed a little raiding party of the six people that I would call for my lifeline if I was ever across the chair from Regis. Most of the other pirates are not associated with each other. The group is composed of individuals that I can rely on for a fresh, honest perspective on subjects that range from the mundane to the most eclectic imaginable. Half of the group is women, half men. Equal opportunity plundering is encouraged here.

Occasionally, I might toss something interesting out for discussion or act as a sort of clearing house for information sharing. But, typical of pirates, no real work is involved. You just have to continue swashbuckling your way through life.

Here is the initial letter I e-mailed to my pirates:

Welcome to the Pirates' Club. This is a super secret society that is only open to those who are keenly interested in kicking some proverbial butt and taking names as we cut a swath into the 21st century. You must be willing to pillage and plunder your way through the old-time bureaucracy.

You must be fast, flexible and daring. You must remember that we, as a company and as individuals, need to become distinct or risk becoming extinct.

Be warned that the identities of fellow Pirates are unknown to any other Pirate. In the future, there may be symbols or signs which could offer clues as to the identity of a fellow Pirate.

Until then, heed this warning:
It's going to be a hell of a ride over the next year, so batten down your mizzenmast!

The response was instant and dramatic. All of the people I contacted were flattered to be a part of the group. The flair added to the fun and their acceptance of the concept was met with equal parts of curiosity and enthusiasm.

I can now call on each of these pirates – they all have a separate area of expertise – for their opinions, their ideas and their knowledge since we are part of a networking group.

Try this concept to develop your own group of creative thinkers. Harness their powers and you will all gain.

Brad Parker may be contacted at http://www.frontlinepr.com or bparker@yahoo.com. Click here to view more of his articles.

Brad Parker, APR, is an expert in corporate communications with more than 22 years experience in public relations, media relations, and advertising. His combination of corporate, agency, and news media experience gives him a comprehensive overview of the corporate communications function. He is currently director of corporate communications for a large, publicly-held corporation that is traded on the New York Stock Exchange.

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