The Big Idea

 
Inspiration
Lately I’ve began to wonder…what exactly inspires me?

My roots are in design so most of what inspires me will always be connected to that in some way. But that doesn’t preclude me being inspired by pure live action or a brilliant billboard idea. So knowing it is not medium then it must be the message.

Advertising has the immense power to influence (for good or ill) with an iconic well crafted message. I’m talking about the kind of messages or images that stick in the mind and resonate, leaving a lasting impression. Something that communicates in a witty, memorable, unique way that really excites me – and does so in a way that solves my problems, dilemmas, or issues.

So in one word, what inspires me?

IDEAS.

Ideas make emotional connections and we all know that they are expressed in many forms, visually and audibly. There is the potential for huge impact and much influence and I honestly believe iconic design has such power to influence! Sure it helps if the end result is well executed and that should be a given, but it is always the core idea that leaves its mark and resonates beyond the first viewing.

To be more effective at getting your message across you need ideas that enable you to differentiate; to make an emotional connection, and to leave a lasting impression. These things are not likely to happen if we depend on pure style alone and for sure in this saturated market it’s hard to be noticed relying on just image with no substance. There are plenty of other people traveling that road.

I am often asked the best way to find or create THESE kind of ideas and honestly I don’t have an answer because the best ones seem to come naturally and are not manufactured or forced.

However I can tell you 7 ways that I don’t get ideas:

1. Staring for too long at a blank piece of paper
2. Meetings with more than two people
3. Trying to answer EVERYTHING in a brief
4. Trying to second guess clients
5. Staying in the office
6. When I’m tired or anytime after Lunch!
7. DO NOT expect a solution via a computer screen the one my school art teacher told me. Be forever observant! Store everything, write and keep all of your thoughts and ideas. I used to that but sadly I gave it up – just too time consuming.

Now while I can’t tell you exactly how to come up with great ideas, I can tell you how to foster them because if there is one universal truth to our business it is that the best ideas seem to scare people the most.

Research will kill a new idea because there is no current frame of reference to base it on and committees will endlessly debate revolutionary creative because it often offers the unexpected and not everyone really wants to be different even if they say they do!

So make sure you fight for your ideas. Let your creative inspire others the way that something inspired you. That way fear will not win. And your great ideas will become someone else’s inspiration.

by ClickFire Admin / Mar 27, 2009