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.
I think it is the weak and the young and the minorities that you need to look after to get a healthy creative environment - to get a lot of choices, a lot of different styles of music, a lot experimental stuff that everyone else feeds off.
There’s a temptation in our networked age to think that ideas can be developed by email and iChat. That’s crazy. Creativity comes from spontaneous meetings, from random discussions. You run into someone, you ask what they’re doing, you say ‘wow,’ and soon you’re cooking up all sorts of ideas.
Share what you do profusely, because it will be remixed by others into something new, rich and strange.
Anxiety is the hand maiden of creativity.
Failure is built into creativity... the creative act involves this element of 'newness' and 'experimentalism,' then one must expect and accept the possibility of failure.
The idea flow from the human spirit is absolutely unlimited. All you have to do is tap into that well. I don't like to use the word efficiency. It's creativity. It's a belief that every person counts.
Subscribe for the occasional hand-picked quote. No noise.