Recently I had the pleasure of giving a talk at a Creative Summit at the BBC. One of the other speakers was top adman David Droga, now head of his own innovative agency, Droga5 (he was speaking via satellite from New York). In response to a question, Droga revealed the creative process they use:
1. Decide what emotions they want to evoke;
2. Get together a wide range of people to work together right from the start--creatives, tech people, etc.;
3. Manage the massive insecurities and egos of the people working on the challenge so everybody feels they are being heard and will keep contributing;
4. Refine the goal--a totally open brief can be too intimidating;
5. Don't fall in love with the first idea, even if it seems like a great solution. Force yourself to keep going and writing;
6. Skepticism can be healthy, it prevents blind optimism and exposes flaws or weaknesses that can be addressed;
7. When it's time to sell the client, you can't sell on creativity, but you can sell on WHY you got to the solution you're proposing.
All good stuff for creative endeavors of all kinds!
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