Before we start anything creatively, we have a firm understanding of our objective and our frame of mind for the campaign. Who's our audience, and what's their day-to-day behavior? How can we complement those behaviors? How is our message more than an interruption? Why would people care about what we're saying?
Interpretation
Understanding your audience and objectives is vital for effective communication in creative endeavors.
This quote emphasizes the importance of having a clear objective and understanding the audience's daily behaviors before embarking on any creative project. David Droga highlights that successful communication should resonate with the audience and not merely serve as an interruption in their day, urging creatives to consider the needs and interests of their target demographic for impactful messaging.
In practice
In a marketing meeting, when discussing strategies for a new product launch.
Long before social media existed, the proto-tweets of advertising had penetrated American popular culture: 'A mind is a terrible thing to waste.' 'Where's the beef?' 'A diamond is forever.' 'Think different.' You'd be hard pressed to find a writer's craft that has more directly influenced the vernacular.
A lot of people ask what it takes to move from being a creative to a leader: Take everyone's career personally. People will work hard for you if you work hard for them. Any idiot can be a boss; all you need is a title. But to be a leader, you need to earn respect and have an opinion you stand by.
Creativity is a natural extension of our enthusiasm.
It is the lava of the imagination whose eruption prevents an earthquake.
I think that in order to struggle you have to be creative. In my life, creativity has been something that has sustained me; it awoke my spiritual struggle.
Everything you've ever read of mine is first-draft. This is one of the peculiarities of the comics field. By the time you're working on chapter three of your masterwork, chapter one is already in print. You can't go back and suddenly decide to make this character a woman, or have this one fall out of a window.
If you know what you're looking for, that's all you'll get - what's previously known. But when you're open to what's possible, you get something new - that's creativity.
To create something you must be something.
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