I’m working on an interesting project that is trying to answer the following question: “What are the ideal conditions for breakthrough creative to happen?”
This year’s Super Bowl advertising provided all the evidence I needed to confirm something I have been observing and feeling for a while: namely, advertising is in a creative ditch.
We’re not alone. Hollywood, the music business, and car design are all stuck in the same rut, too.
I can summarize the reason why in one compound word: risk-aversion.
Clients today demand a “best practice.” An example where whatever new thing you’re proposing has worked in the past. And by the way, bring all the data you can to show that whatever idea you have will maximize ROI and minimize uncertainty and anxiety.
So, everyone plays it safe, while we all know greatness lives on the edge.
Hi-ho, hi-ho, it’s off to bland we go!
Now, I give you all this as context because in spite of it, there is a business imperative and a creative ambition to stand out and make something people notice and love.
As I like to say, the world always has room for a good idea.
So this project I’m working on is asking…how.
How can we create a Buckminster Fuller-like geodesic dome in the middle of this muddle of mediocrity that houses the very people who can make something stand-out and amazing to pierce the Blandosphere?
I’m searching for clues near and far. I’m looking in places like Abbey Road, the Story Room at Pixar and the SkunkWorks of Lockheed.
I’m chatting with colleagues and friends who are defying the odds.
Lastly, I’m looking at some great moments when, say, a “Got Milk” or a “Wassup” or a “Dr Rick/Progessive” campaign happened. What conditions were in place for those bits of magic to materialize?
I’ll fill you in as I make more progress, but you’ve stayed with me this far, so I owe you one finding today.
And that’s play.
Creatives need time to play with ideas.
There needs to be some room in the schedule to come up with some stuff and then play with it.
Every great creative I have talked to, and have been studying, from Lennon and McCartney to Jony Ive to Virgil Abloh has needed some time and space to just “try some shit.” To discover, to explore…to see what works.
Whatever you’re working on right now, is there enough time in the schedule for you to play with it?
Rob Schwartz is the Chair of the TBWA New York Group and an executive coach who channels his creativity, experience and wisdom into helping others get where they want to be. This was originally posted on his Substack, RobSchwartzHelps, where he covers work, life, and creativity.
Header image: Sunburst shining through the holes in Buckminster Fuller’s Geodesic creation at Crystal Bridges, photo by Mick Haupt on Unsplash.
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