More sass from my current muse
“Most of the creative people I know have their own special system for scribbling down ideas. Figure out what works for you. For me — let’s say we’re selling outboard engines — I start a list on the side of the page: Fish. Water. Pelicans. Flotsam. Jetsam. Atlantic. Titantic. Ishmael.
What do these words make you think of? Pick up two of them and put them together like Tinkertoys. You have to start somewhere. Sure, it sounds stupid. The whole creative process is stupid.
It’s like washing a pig. I’m serious. It’s exactly like washing a pig. It’s messy; it has no rules, no clear beginning, middle, or end; it’s kind of a pain in the ass, and when you’re done, you’re not sure if the pig is clean or even why you were washing a pig in the first place. Welcome to the creative department.”
Luke Sullivan - Hey Whipple, Squeeze This. A Guide to Creating Great Advertising
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OK. Seriously, if you work in the creative industry, you NEED to read this book. It’s not just relevant to advertising, but to any field where effective communication is your weapon of choice. Go get it right now. I mean it.
