There’s no magic bullet to get to great creative (or if there is I don’t know it*).
In fact, I actually think it’s better to have as many tools in your toolbox as possible.
And to jump between them often. It keeps the creative process fresh.
Whether that’s ‘Creative Qualifiers’, ‘Kick-Off Questions’, ‘Idea Killers’ or anything else.
Just don’t try to use them all at the same time or they’ll weigh you down.
Regularly talking about the creative process means we can pull on different approaches as and when. Particularly when stuck or facing the all too familiar tight deadline. Even when we’ve more time than usual and want to experiment.
The more we think about the ‘how’ the better. The more agile, and creative, it makes us.
Keeping us vigilant and aware.
When you let your guard down weak creative will sneak into the world. And you can be absolutely sure that’s the campaign all your friends and family will see and bring up next time you speak.
Don’t be satisfied with getting an idea out and moving onto the next, think about why the ones that work worked and the ones that didn’t didn’t.
Then you’ll defo have more of the former.
*If you have discovered one guaranteed way to get to great work, message me. Please!
