Creativity and beating the creative block.
John
Cleese was once asked in an interview, “Where do you get your ideas from?”
His delightful answer was; “I get all my ideas from Mrs Smigings, 23 Eden Walk, Blackburn, but she isn’t saying were she gets her ideas from”.
His delightful answer was; “I get all my ideas from Mrs Smigings, 23 Eden Walk, Blackburn, but she isn’t saying were she gets her ideas from”.
Well if
we could all turn on creativity like a tap, or if like Cleese you have Mrs
Smigging phone number, we wouldn’t have creative blocks, or more importantly
creating gobsmacking great ideas wouldn’t have value, be a talent or anything
particularly special, unless you were Mrs S.
But
creativity is worked hard for; allegedly the chemical breakdown of it is 90% perspiration
and 10% inspiration, so when a great idea turns up much whooping and
celebration usually greets it.
Of course
we are talking here about marketing, design and advertising creative ideas
which in one way are very different than for poor John coming up with (another)
superb original comedy idea.
We work from a brief.
We work from a brief.
Poor comics
work from a blank sheet of paper (which is probably why many need serious
therapy and are miserable off stage).
Still,
sticking with Johnny boy for a moment, I checked out what else he had to say
about his creative process, to see if there was anything to learn from, he
listed;
Space - You can’t become playful, and
therefore creative, if you’re under your usual pressures.
Time - It’s not enough to
create space; you have to create your space for a specific period of time.
More time - Giving your mind as long as possible
to come up with something original,” and learning to tolerate the discomfort of pondering time and indecision.
Humor - The main evolutionary significance of humor is that it gets us from the
closed mode to the open mode quicker than anything else.
So for us
marketing creative types, we might be armed with a brief, but our deadlines are
usually tighter than a fat lady wearing a size 8 waspie, but most of us don’t
have the luxury do we?
A couple
of years back I went to a very entertaining lecture at JWT Knightsbridge with
Graham Fink. His presentation eventually led up to a vox pops of his agency
saying where creativity came from which coincidently mirrored Graham’s thoughts
that true creativity, came to you and you had to put yourself in a place for it
to.
For me I
think that is only partly true. My
own experience of creating work, only a couple of truly great ideas have popped
up from ‘somewhere out there’. I once woke up and I had an entire storyboard
for a commercial in my head, (it
got made). This only happened to McCartney once. He woke up with a tune that
went with “scrabbled eggs” complete in his head, it became “Yesterday”, the
other 400 plus great songs (and quite a few stinkers) where all sweated out.
So my
recipe for avoiding a creative block is firstly to read the brief and really
understand it.
Then think of a person that you are communicating to, just one person maybe someone you know. Now what would you say to them, think what would push their buttons.
Great ideas are almost always simple and when you look at many great ones they almost always get the reaction, that many seem obvious in retrospective.
Then think of a person that you are communicating to, just one person maybe someone you know. Now what would you say to them, think what would push their buttons.
Great ideas are almost always simple and when you look at many great ones they almost always get the reaction, that many seem obvious in retrospective.
My aim as
a creative is to say what everyone thinks and say it in a way that no one has
thought of.
Fear is
your enemy; it will kill ideas, so relax and work on what to say not how to say
it. Think more like a detective solving a problem. Information sells, so tell
people something that they don’t know, communicate it to them on their level
and you are half way there.
Oh and remember
K.I.S.S. (keep it simple stupid).
But what
about the great Graham Fink and what he says?
Graham is
a genius in the advertising world and has created some great work.
My take
is that if you swot and work hard on the brief, then relax, go off shoot pool,
go clubbing, club something, whatever you do to relax, then like trying to
remember the name of that number 8 that played for Blackburn Rovers that dived
all over the pitch – it will all of a sudden pop in your head, (and its not Mrs
Smigging).