A User Guide to the Creative Mind by Dave Birss

By Dave Birss

Creativity is surrounded through such mystique. It appeared so magical to the traditional Greeks that they attributed the instant of suggestion to muses instead of humans. This booklet exposes creativity as a technique. It indicates that there are specific steps you must persist with earlier than you will be struck by way of that second of artistic genius. It indicates you the way to get your brain into the ideal position to come back up with principles. And it delivers a few strategies that will help you technique difficulties in several methods.

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Or a dolphin with an aqualung? Metaphors are great ways of helping the audience understand something in a simple way. But it’s easy for them to be cheesy so be careful to avoid clichés. Please! If I see another image of a zebra amongst horses as an analogy of how a company stands out from the crowd, I think I’ll borrow a metaphorical rifle and climb a metaphorical clocktower. TELL THE TRUTH McCann Erickson’s motto is: “Truth Well Told”. Yet most people think advertising is a pack of lies. Prove them wrong.

That’s because they understand that you need to put good stuff in if you want good stuff to come out. It’s not unusual to find them doing interesting things outside of their day job. I was one of three Creative Directors in a well respected agency a few years ago and all of us had other businesses on the side. One had a fashion label, another made products and I had a couple of web businesses. If you want to be a truly great creative person, you need to cultivate these habits. Because — as many great people have said before me — being creative isn’t an occupation, it’s a preoccupation.

And that’s one of the great things it’s been too difficult to do up until now. GO ON! PROVE IT! If that ballsy product claim is a fact, you must be able to demonstrate it. In a dramatic way, of course. If you’ve got a strong proposition stating how your product is better than the rest, prove it. But do it in an interesting and surprising way. Could you show your washing up liquid cleaning a truck full of plates as well as the truck? Could you show your car beating an F-15 fighter jet along a runway?

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