A small, steady pilot light of fear burning in your stomach is part and parcel of the creative process. If you’re doing something that’s truly new, you’re in an area where there are no signposts yet - no up and down, no good or bad. It seems to me, then, that fear is the constant traveling companion of an advertising person who fancies himself on the cutting edge.
You have to believe that you’ll finally get a great idea. You will.
And there is nothing quite like the feeling of cracking a difficult advertising problem. What seemed impossible when you sat down to face the empty white square now seems so obvious. It is this very obviousness of a great idea that prompted Polaroid camera inventor, E.H. Land, to define creativity as “the sudden cessation of stupidity.” You look at the idea you’ve just come up with, slap your forehead, and go, “Of course, it has to be this.”
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Luke Sullivan - Hey Whipple, Squeeze This.
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Mr. Sullivan, I don’t know why I didn’t pick up your book sooner, you brilliant man, you.
