“Yes” Sessions and the Creative Process

In Advertising News on September 3, 2010 by PALO creative

Have you ever wondered how people come up with commercial ideas? When you watch a Bud Light commercial, do you imagine a group of Fraternity brothers sitting around their living room cracking open beers and discussing things that would enhance their beer-drinking lifestyle? Well, you are not so far-fetched with this image. The creative process behind commercials comes from real-life situations.

The creative process is elusive. Good ideas such as the seedless watermelon don’t come on command, they spring up when least expected and often at the most inopportune times. I have been known to use lipstick to write ideas on the bathroom mirror when my Eureka moment happens in the shower. If you ask someone to come up with a creative idea on command, chances are he or she will look at you like they just ate a bowl of ice cream to fast.

The best way to be creative is to be random. Don’t follow rules, conventions or “must-do’s”. If you want to draw something just start doodling, and if you want to write something just start scribbling. After a while, ideas will start to surface. Some might work and some will shred your reputation into tiny pieces. The point is  you will be training your brain to think creatively. Then you can go back later and refine, edit, crop, move, add and past things until your randomness takes shape.

Use the people and conversations around you for starting points. Grab a group of friends and shoot the breeze about a particular topic. Get together for “yes” meetings where everyone’s ideas are encouraged, the crazier and more impossible the better. Understand that the process takes time and good ideas don’t come cheap, otherwise we would all be filthy rich.

Let me know what you do to help get your creative juices flowing.

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