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Executive Voice

 Never Shrink Your Capacity to Grow- Advice from Producer and Director, Cortez G. West

Most of us tend to associate creativity with the arts and to think of it as the expression of highly original ideas. In entrepreneurship, originality might never be enough. To be creative, an idea must be useful- appropriate, and actionable. It must, in a way, influence the way a business gets done. The association between artistic originality and creativity often leads to confusion. One might have amazing creative talent and skills but just don’t know how to unlock their abilities. It is never too late to learn, at least according to Cortez G. West, the founder of CWest Productions.

Cortez G. West, is a producer & director who has been working with various entities and personalities in the entertainment industry for close to a decade. He prides himself on being able to have a career he is proud of, constantly perpetuating activities that he loves. CWest Productions offers high-end creative services of all forms, from marketing campaigns, and producing innovative television content to editorials. West directly works with diverse segments of clients to provide endless creative databases that are relevant to trending pop culture. The success of his business is centered on the fact that he has given his team of creatives a sense of freedom to explore the heights of their potential. This has inevitabley shaped a seamless work environment while at the same time, producing preeminent content. Amidst all these,

West believes that “we as human beings should constantly be learning”.

Failure is inevitable in any professional undertaking. Cortez G. West says that if you are never learning from failure, you are actively cutting off your willingness to learn within your craft- you are shrinking your capacity to grow. Shrinkage in this context is just untapped potential. He insists that growth is practically limitless, and we just have to get out of that comfortable box. West affirms that we should stop habitually working from what we have already done- ”speak out about what you will be doing; even if it’s not completely planned out. An idea without effort is just that … an idea.” This is one way of questioning your limits as a creative. Eventually, you will find yourself asking questions, exploring, and learning new things. Cortez G. West says that he always wants his clients to feel comfortable knowing that whatever services he has provided are of the highest quality. He admits that this level of proficiency and efficiency came about because he continues to practice his art. Anyone can practice their creativity until they become perfect with it- this is part of learning.

The human mind is wired to be creative, to constantly learn; both halves work equally to accomplish the desired task. Cortez G. West says that people should strive to find ways to make their creativity work with their occupation and embrace new knowledge as a means of bolstering their competencies. And quote, “Art is dangerous. It is one of the attractions: when it ceases to be dangerous you don’t want it. -D. Ellington”


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