Where Creativity Really Comes From
But alas, even truth suffers from perspective. And mine is that
I have been around long enough to know that a good idea can come
from anywhere. And I'm not talking about from your 3-year-old. Put
that away, please. I do still believe that a good part of one's
idea generating ability is bestowed upon you from the sacred waters
of the womb - which I affectionately call "the real talent pool". A
group where passion reigns supreme. And that's where it ends. Not
in a title or in a salary.
Over many years, I have had the pleasure of working with many
creative individuals. Some hired as "Creatives" and others in the
form of clients, account people, wine distributors, product
engineers and well, you get it. If not, see the paragraph above.
The true irony is that I've also had the dissatisfaction of
working, and sometimes catering to, some complete hacks. Some hired
as "Creatives" and others in the form of clients, account people,
wine distributors and product engineers.
Right, so what is the point? Simply put, we should labour to
surround ourselves with those who have guzzled their fill of the
sacred waters from the real talent pool. And I am not just
addressing your hiring processes. It can start there, but it
certainly is not enough. This philosophy very successfully applies
to who you decide to work with in all areas. Clients included. So
here is the real, unfettered truth: If you work with people and
companies who wish to accomplish nothing more than ensuring they
can pay their mortgage or lease at the end of every month, true
creativity will never see the light of day.
Have you not yet noticed that it is those driven by their
passions that are successful? That it is those not driven by the
dollars that end up with the most of it?
You should. And then you should make it your goal to allow this
illustrious group into your professional network. Trust me, they do
exist. In clients, in vendors, in people. There are hundreds of
them all around you. You just have to go out and find them. When
you do, you will find that creativity becomes simply inherent to
the entire process. It is this type of "meeting of the minds" that
will produce the best ideas and the courage to execute them.
When we formed our agency some 15 years ago, it was all about
the work. It was our only sustenance. Today, that is still very
true. Save for the fact that I am 30 pounds heavier than when we
started. Passion is still sitting comfortably in the driver's seat
and I am but a mere passenger, along for the splendid ride.
Now go and create.