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.
Finding the medium that excites your imagination, that you love to play with and work in, is an important step to freeing your creative energies.
A hunch is creativity trying to tell you something.
It's how creativity works. Especially in humans. For every good idea, ten thousand idiotic ones must first be posed, sifted, tried out, and discarded. A mind that's afraid to toy with the ridiculous will never come up with the brilliantly original.
People who do a job that claims to be creative have to be alone to recharge their batteries. You can’t live 24 hours a day in the spotlight and remain creative. For people like me, solitude is a victory.
The enemy of creativity... is fear. We're all born creative, it takes a little while to become afraid. A surprising insight: an enemy of fear is creativity. Acting in a creative way generates action, and action persuades the fear to lighten up.
If you feel bored or uncomfortable as you're writing, ask yourself what's bothering you and write about that. Sometimes your creative energy is like water in a kinked hose, and before thoughts can flow on the topic at hand, you have to straighten the hose by attending to whatever is preoccupying you.
Subscribe for the occasional hand-picked quote. No noise.