Introducing Creative Range of Motion (CROM) – The Creative Athlete’s Playbook

We’ve all felt creatively stuck, defaulting to familiar approaches. In an industry shifting toward “earned-first, cultural creative,” that’s no longer enough. Add to this the industry’s obsession with youth culture and digital natives, and many experienced professionals across all fields find themselves facing an uncomfortable reality: being seen as too set in their ways or out of touch with emerging trends.

But what if the solution isn’t trying to chase every TikTok trend? What if it’s about developing something more valuable – creative agility that transcends experience.

Enter: Creative Range of Motion (CROM)

We’re well versed with the value of physical mobility/flexibility for our physical health and longevity. For creative professionals across all fields, developing creative flexibility is equally valuable for a long and healthy career. CROM is a first-of-its-kind tool designed to assess and expand your creative flexibility, just like athletes develop physical flexibility for peak performance.

The tool measures the ability to ideate and execute across diverse styles, tones, mediums, and cultural contexts. Think of it across three dimensions:

• Ideational Flexibility: Can you develop concepts for B2B tech and Gen Z beauty brands equally well?

• Executional Flexibility: Can you create everything from TV spots to TikTok content to PR-worthy stunts?

• Strategic Range: Can you solve problems through insight-driven storytelling, purpose campaigns, or cultural moments?

Why CROM Matters

According to AARP, 82% of marketing and advertising employees fully expect to be aged out of the industry as early as their mid-30s. And yet, 7,000 marathoners from last year’s NYC Marathon were between 55 and 88. We stretch our bodies, why not our creative muscles? And while brands prioritize authentic storytelling and cultural relevance, we often overlook the demographics that still control significant spending power.

The answer isn’t trying to be younger – it’s being more creatively versatile. Strong CROM helps avoid pigeonholing, staying adaptable as roles evolve, and solve problems in genuinely relevant ways, regardless of your career stage or title.

Building Your CROM

The strongest marketers  regularly assess and stretch their range across tone, format, category, and strategy. Like any fitness routine, developing CROM requires intentional practice and stepping outside your comfort zone. Try: 

1. Creative Cross-Training: Practice outside your comfort zone—social creators should try radio, traditional creatives should make TikToks.
2. Collaboration Sprints: Partner with people who work completely differently than you.
3. Reverse Briefing: Approach existing briefs from new angles—earned-first, meme-first, experiential-first.

Whether you’re a junior experimenting with everything or a seasoned marketer looking to stay agile, there are specific exercises and frameworks that can dramatically expand your creative flexibility.

Strong CROM makes you a more versatile creative professional and valuable strategic partner. When you can approach problems from multiple angles, you become the person clients and colleagues turn to for breakthrough thinking.

Interested in your own Creative Range of Motion? Get in touch with us at info@citizenrelations.com