[This is part three in a three-part series about the anatomy of an advertising creative’s mind.]

A moment of inspiration can be positively euphoric. It can erupt suddenly and unexpectedly in the mind. Like a spell or chemical high. We creatives spend our days in anticipation, hoping these moments will come. When they do, we bask in the glow as long as it lasts.

It’s one thing that separates creative people from noncreative people. Creatives dive headlong into a moment of inspiration, giving themselves entirely to it, pushing aside reason and doubt. Noncreatives tend to brush it off.

The big question is, how can we have more inspirational moments? Are we forced to just wait and hope that moment comes? Or can we trigger it? 

I believe it can be triggered by creating the right conditions. Every creative has their own technique but I'll share mine.

Creative people are inspired by stimulus. Some listen to music. Some are inspired by film. Some are inspired by nature. No matter what the source, it’s all a form of stimulus. Personally, I like to peruse art books and magazines for inspiration. I’m visual first. For me, a single image can trigger a thought or idea. Every page turn is a potential spark.

It’s difficult to ideate in a vacuum. Sitting in a room and staring at the wall rarely evokes anything of value. Yet, some creatives like peace, quiet and isolation. That’s what makes the creative mind so interesting. No two people are alike.

As an advertising veteran, I advise young art directors and copywriters to seek stimulus, in whatever form they choose. Ideas are born by association. Therefore words, pictures, and speech trigger ideas. Many creatives like to be in a room full of imagery and engage in open discussion. 

We can also inspire each other. Few things are as invigorating as an idea that takes shape when two creatives are concepting. There’s an initial thought which is built upon and evolves into a big idea. It’s an incredibly magical moment and it’s what we live for. That’s why talking more can be extremely productive. 

I can’t tell you how many times this has happened: my writer partner starts off by  explaining an idea in his head and my brain thinks he’s going somewhere else, so I'm sent off into another place. Often, two ideas come out of the experience—both born from the same kernel. But if he hadn’t said a word, neither of us would have benefitted. And it works both ways. Sometimes I start it off.

To those who struggle to get inspired, simply take a stack of photo books and/or magazines into a room with your creative partner, then encourage a lot of chatting. Words and pictures trigger ideas. The more the merrier. Then let ideas evolve naturally. 

Be careful to write everything down so you can move onto the next idea. We frequently get stuck trying to force an idea to work, when in fact it’s like chewing on a piece of gristle. It might be a dead end, so just write it down and move on to something else. Keep riffing. 

Often I’ve found that concepting in short sessions of 30-45 minutes is most profitable. A three hour brainstorming session can be exhausting and counterproductive and you end up floundering. So change the scenery. Take a break. Take a walk. Clear your head. Do whatever. Then come back to it later. 

We can’t predict when inspiration comes. We can only try to create the environment for it to flourish. Each of us has a different method. Some like noise and lots of stimulus. Some of us like total sensory deprivation. Do what works for you. But be open to trying different methods. 

Ultimately, the informed mind is the most prolific mind. Read, watch and discuss. Absorb everything you can. It will spark inspiration and generate ideas. You can't output without input.

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Creativity

10:01 AM

[This is part two in a three-part series about the anatomy of an advertising creative’s mind.]

Intuition is a powerful thing. It’s instinctive and immediate. It’s a creative person’s secret weapon. They let it guide them far more often than noncreative types.

Sure, there’s a place for calculated, rational thought. But only as a compliment to creative intuition. When it comes to brainstorming ideas that enable a brand to connect to an audience, intuition trumps rationality almost every time.

Intuition says, “Yes, that’s it!” Rationality says, “Wait and see.” 

Intuition says, “I’ve never seen that... let’s do it!” Rationality says, “It’s unknown and unprecedented... I’m afraid.”

Intuition leverages experience. Rationality leverages caution.

That’s not to say that intuition is always right. Sometimes we get excited about ideas that turn out to be duds. Or we become fixated on an image, phrase or song, that alone isn’t an actual idea. And sometimes rationality proves that our intuition is flawed, especially in a rapidly changing world. But intuition is right most of the time.

I view intuition as an emotional response. Consequently, the emotional part of our brain, the amygdala, is what humans use to make purchase decisions. So says science. Perhaps that’s what makes intuition such a powerful force in developing ideas that resonate with consumers. Creatives are simply tapping into an inherent pathway to connecting with other people.

But translating our emotional intuition into coherent language is challenging. A different part of the brain governs language. Which is why so many creatives fail to clearly articulate themselves. So they’re often perceived as idiots.

Creatives that develop their communication skills have a huge advantage. It makes them better salespeople, which is an immense asset. The key is making your argument simple and devoid of B.S.

They say the most effective creative leaders are usually not the most creative. I’ve found that to be true most of the time. Perhaps because they’ve better developed their language skills while the strongest creatives struggle to find the words.

The sweet spot for a creative person is a nice balance between a highly developed intuition and an ability to communicate. Chances are, you've got a strong intuition so here’s how to become a better communicator:

1. Talk. There’s no better way to learn to communicate than talking more. It’s not an easy thing for introverts, but absolutely necessary for true success. Join a speech club. Or start your own club. 

2. Read. The more non-fiction books you read, the more you absorb and adopt convincing language. And how to form concise, compelling arguments.

3. Write. Express yourself in writing. Start a blog. Or type out your arguments, privately, to practice the language of salesmanship.

4. Befriend. Find a person who excels at making convincing arguments and learn from them. Ingest. Emulate. Practice.

Because it’s so nebulous and enigmatic, we rarely talk about intuition. Especially in business, where science and data rules. But intuition is the guiding force behind the most successful brand initiatives. Without it, we’d merely be repeating formulas robotically and boringly. 

Develop your creative intuition. Expose yourself to more of the world. Art, music, photography, culture, history, and so on. Consume, consume, consume. Then, learn to articulate yourself in convincing ways. You’ll be paid back in spades. 

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Creativity

2:50 PM

[This is part one in a three-part series about the anatomy of an advertising creative’s brain.]

Creatives excel at dreaming up amazing ideas to help propel brands into the stratosphere. I guess that’s why hot talent is in great demand. But another amazing attribute only creatives seem to have is a very sensitive BS meter. That is, the simple ability to see the flaw in a strategy, brief or creative platform, and then speak up about it.

For years creatives have been accused of being overpaid prima donnas, and while that’s sometimes true, I believe the vast majority are underappreciated and underpaid. They work longer hours than anyone in the business, they resist the forces of mediocrity and they have the courage to speak up when something stinks. Especially when it comes to a terrible creative brief.

That’s why creatives should be brought into the process much earlier. They should attend the client briefings. They should attend the media planning discussions. They should attend every critical meeting very early in the process, so they can cry bullshit when something doesn’t add up, sparing clients from potential blunders.

Countless times I’ve held a new brief in my hands—one that had already passed through the hands of a lot of smart people—and thought to myself, “This is the worst brief ever! It’s a convoluted mess!”

The question is, why do creatives have such a finely tuned BS meter? I believe the answer is, creatives are first and foremost, problem solvers. We spend a lot time surveying landscapes and exploring paths—seeing things from different angles. So naturally, flaws become apparent. Sometimes instantly, sometimes within a few days. It’s this part of our job—before we even get to creating compelling solutions—that fine-tunes our BS meter.

But there’s another component. From youth, I aspired to be an artist. Since art is subjective and frequently criticized, the only way to persevere was to believe in my work even when nobody else did. So I developed a thick skin from constant rejection. This has helped eliminate my fear of nonconformity. And therefore there's no hesitation to speak up when my BS meter goes off.

It’s not to say that creatives are always right. Sometimes we're dead wrong. But our vocal skepticism calls attention to the issue and starts a conversation, which is almost always constructive.

So the next time a creative starts complaining about your brief, he’s not just being difficult. He (or she) may have a good point. And the earlier it can be brought to everyone’s attention, the less painful it will be to have to re-write the brief.

Or, if you prefer, simply look the other way as creatives rip up the brief and follow their gut instead (which happens more often than not).

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Creativity

8:32 AM