Creativity Starts With Rhythm

Like most people, I don’t do my best creative thinking on cue. The unfortunate fact is that usually my best creative thinking doesn’t even happen at my desk/computer. Here’s where my creativity seems to spark regularly:

Running: I prefer to run outdoors, and I usually don’t listen to music.

Washing Dishes: This includes loading/unloading the dishwasher and washing the non-dishwasher safe stuff too.

Showering: Basically, Murphy’s Law states that my best ideas happen anywhere I can’t feasibly grab a pen and immediately write it down.

Doodling: Technically this is me in concepting mode. But I prefer to continuously put pen to paper rather than twiddling my thumbs while I wait for brilliance to strike.

What do all of these activities have in common? They’re all mundane and repetitive activities that enable me to keep a rhythm. These are the moments when I’m not putting pressure on myself to be creative and I’m not distracting myself either.

As an advertising creative, we need to each recognize our own personal rhythms and use them to our advantage. It’s also important to discover your personal rythym around your workspace, because most deadlines don’t wait for your moment of creative zen.

Now, if you’ll excuse me, I’ve gotta hit the shower because I have a big assignment due later today.

Really, Microsoft? That's Your Insight?

Microsoft is about to unleash Windows Phone 7 on the world. And they’ve already started teasing us with commercials for the world’s newest Smart Phone. There are two that I’ve seen. If you haven’t seen them, watch them HERE and HERE.

They’re beautifully shot, well executed, simple and cool. I can’t say enough about them. But in my opinion, there’s one glaring problem here. The human insight that makes these spots go, just isn’t true. Kind of makes the creative a moot point.

Here’s the rationale from David Webster, chief strategy officer in Microsoft's central marketing group. I just pulled this quote off the internet without really checking my sources. I’m not a journalist, so cut me some slack here.

“Our point is to say that the right phone design can allow you to get in, get that done and get back out, which is really what I think most people would strive to do if the phone didn't interfere with that by making them do too many steps, go down too many silos, switch paths too many times.”

Well sir, I disagree. Sure, iPhone and other Smart Phone users might be annoyed about the number of steps (by my estimate, it takes three touches just to get to the phone keypad on my iPhone). But we don’t walk around staring at our phones like zombies because they’re slow or technologically cumbersome.

We’re staring at them because we’ve never held so much information in the palm of our hands before. This is new to us. We’d rather be engaged with our new toy than the world around us. In fact, I’m most zoned into my surroundings during the 30 seconds while I’m waiting for my Scrabble app to load.

I’m surprised Microsoft would build their creative campaign around this insight. Haven’t we learned anything from the other technological advances over the years that were supposed to make our lives more efficient? They don’t make life easier, they just bring on more work, longer to-do lists and tighter deadlines.

Now that’s a strategy I would love to see a strong advertising agency tackle. Really.

First Day Jitters

Did I pack everything I need? Who will sit with me at lunch? What if I can’t find the bathroom?

The first day of a new job is very similar to the first day of school. For a freelancer like myself, the first day of school comes a few times every year (hopefully). But it doesn’t make it any less nerve-wracking, perspiring and exhilarating. We don’t truly know what to expect in terms of team dynamics, project expectations and dozens of other less important pieces of minutiae that can stress out all but the most savvy, veteran advertising creative.

I figure this is a good thing. It means I still care. It means I know there are still things I need to learn. And there are still goals I want to achieve. Guess that’s why I do what I do.