How a Diverse Team Brings More Creativity and Engagement to Your Business

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It’s been over a year since I helped produce a globally televised KISS gala in Dubai on New Year’s Eve 2020. We’ve brought people from all over the world to collaborate with people from the local community to create a diverse and memorable experience that has won awards for being the value of video production.

No format is hotter than video right now, and studies show that 33 percent of all online activity is spent watching it. As attractive as it can be to consume, creating new content can be a struggle for many companies to maintain. The creative process is often baffling, but really, it’s all about creating the right environment and teaming together so ideas can flow freely.

Video production in particular requires individuals with different skills to come together to produce something that would be difficult for any individual to create on their own. Productions require an experienced team of videographers, editors, and more just to get out of the gate, let alone deliver a quality product.

While diverse skills are widely considered essential, it is becoming clear that workers’ diverse backgrounds enhance the overall creative potential of the enterprise as well. Diversity has been emerging as a key component of creativity by business leaders around the world, and by embracing it in the workplace, the rate and quality of creative production trends are upward.

1. A diverse crew has more experience to draw from

Studies show that teams with diverse members are 70% more likely to capture new markets with their projects. The logic follows that by having more diverse members able to add their own personal input, the general well of experiences that can be drawn on is broader and deeper than a team made up of like-minded individuals.

This trend is mirrored by industry leaders, as Google releases annual reports on their internal diversity metrics, and shares insights into how hiring from a larger pool of candidates can positively impact their business. Minority employment rates have been rising steadily year after year, and they have set concrete diversity goals to be achieved by 2025.

Google cites this as one of the contributing factors to its impressive 61.58 percent year-over-year growth rate. While every production and work has its own needs in terms of team members’ abilities, the one thing they all have in common is to draw from the multiple perspectives present throughout the creative process.

Related: Why diversity in the workforce is imperative

2. It causes reflections that lead to innovation

When working with diverse team members, individuals can’t help but think about the different circumstances that surround each colleague. These internal team dynamics encourage an innovative thinking process where members must compromise and work with each other during production.

The end result of all that is advanced is a project that nurtures more creatively and is more likely to appeal to a wider demographic. A recent phone call with Barkat Tavez, co-founder and CEO of Gebeya Media, helped illustrate this concept head-on:

“While our studio is based in Ethiopia, our team and clients are spread all over the world. We work every day to integrate the ideas and interests of many backgrounds – race, age, and cultural values. By presenting these different perspectives all under one roof for a project, we find an increase in Innovative and creative ideas.

Tafesse continued, “We incorporate these ideas into our video projects, and we feel the end product benefits from doing so. When you’re working on inspiring video content. You need all hands on deck to think and figure out the best way to contribute.”

Bringing teams of diverse backgrounds together creates a unique blend, unique from any other team, and ultimately more interesting content for viewers to enjoy.

Related: How diversity helped bring my company together

3. Diversity increases empathy and trust among team members

Trust is a necessary bedrock of any creative team, and it can be built through honest communication. Once colleagues empathize with each other’s circumstances and lives, they are more likely to share their thoughts and interests.

Coherent collaboration, increased focus, and higher levels of creativity are psychologically linked to confidence, so inculcating this from day one into any effort is vital to overcoming differences in one’s mindset.

With video production in particular, each part of the team must trust areas outside of their immediate reach, and the creative vision as a whole. Once initial reservations among team members are overcome, the team’s diversity of skills and background becomes one of its strongest assets.

From the top down, this sentiment is shared, with 91 percent of CEOs believing that empathy directly leads to better financial performance. This is why many industries go to great lengths to ensure their teams communicate effectively and empathize with departments outside their departments. It is a bonus to the bottom line of the company, but also to the creative potential of the project.

Creativity and diversity are much more deeply intertwined than one might imagine at first glance. Ensuring that products receive feedback from different points of view is a trend that is unlikely to change in the foreseeable future as it consistently leads to such positive results.

Video productions in particular rise creatively from receiving this type of input, but all creative projects can benefit from teams that make an effort to listen to a variety of sources.


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