MEXICO CITY. “The best way to spot a good idea is to identify the bad ones first. If you have a terrible idea you’ll try to find out why it’s terrible, and by understanding why it’s terrible, you’ll see what a good one would be. The creative process benefits immensely from the ‘No’”, says Cory Crespo, president of Coloürs, one of Mexico’s top agencies in creativity, marketing, and celebrity management.

He leads the agency alongside Jorge Mondragón, a renowned talent manager, which works with actors such as Karla Souza, Martha Higareda, Diego Boneta, and Oscar Jaenada. The firm has also brought to life events like Winter Beach, Advertising Week, and Fashion Week, and has Coca-Cola, Sony, and Mercedes-Benz among its clients. “[Creativity] is born through experience, through trial and error”, claims Mondragón.

Also read: Coloürs agency’s Cory Crespo and Jorge Mondragón reveal their top three sources of creativity

Mondra and Cory -as they’re better known- created the agency 20 years ago, joining together Mondragon’s two-decade experience in the entertainment industry, and Cory’s brand-positioning and creativity knowledge.

Ideas, talent, and creativity are the pillars of their company, which are the main subjects of their online and on-demand class at Dalia Masters, ‘Talent in the business of ideas’ masterclass at Dalia Masters, a program created by continuing education platform Dalia Empower, which specializes in life skills or soft skills.

These skills have become the most sought-after in the job market due to the acceleration of technology and digitization because of the pandemic. Some of them are resilience, critical thinking, collaboration, and creativity. The latter has even been called ‘the skill of 2022’ by the Pantone Colour Institute, which considers it will be the answer to the global context after the pandemic crisis.

Everyone is creative, and that creativity can be further developed, according to Alejandra Rojo, Master in Design Studies and instructor of the Critical Thinking module in the ADN Women’s Leadership Program at Dalia. But it’s essential for them to first identify their own creativity: what type it is and its strengths and weaknesses.

Would you like to know your type of creativity?

Here’s a downloadable test for you to answer, discover, and keep your creativity going.