In New York, a lot of my classmates and I wanted to know about the creative process. Most agencies responded with, “It depends.”
That’s fair. Every client is different. Every project is different. A formulaic approach to creativity could never really work.
But I did get a couple specific brainstorming ideas, and I wanted to share those.
At FCB Health, we were given the age-old adage for writer’s block sufferers everywhere, “Never leave a blank page blank.” Don’t look at a piece of paper with the fear that whatever you write down will taint its pure white blankness. Just put something down. If it’s bad – as most first ideas are – then you throw it out. But make sure you’re creating.
Another tactic: The Post-It Method. Get a pad of Post-It notes. Write down a single word or phrase relating to the brand or promise on each leaf until the entire pad of paper has been used. Look at the mosaic you’ve created, and randomly pick four Post-It notes. Write a story about the brand using those four words. Give it a title. Repeat.
“Good is the enemy of great.” – When you reach “good,” you’re half-way there. Never settle on your first idea.
…Full disclosure, we also heard from a source that shall remain unnamed, “Perfection is the enemy of done.” But I probably shouldn’t go in with that attitude.