Disparate connections

In Creative Curiosity, we described how many believe that truly creative people are constantly absorbing information from diverse fields.

But the creative mind doesn’t just take information in.

It digests it and, more importantly, spots connections where others may not.

From ‘A Technique for Producing Ideas’:

“The capacity to bring old elements into new combinations, depends largely on the ability to see relationships.

Here, I suspect, is where minds differ to the greatest degree when it comes to the production of ideas. To some minds each fact is a separate bit of knowledge, To others it is a link in a chain of knowledge. It has relationships and similarities. It is not so much a fact as an illustration of a general law applying to a whole series of facts.

The point is, of course, that when relationships of this kind are seen they lead to the extraction of a general principle. This general principle when grasped, suggests the key to a new application, a new combination, and the result is an idea.

Consequently, the habit of mind which leads to a search for relationships between facts becomes of the highest importance in the production of ideas.”

John Hegarty puts it succinctly in Hegarty on Creativity:

“In the end, everything is connected and the more connections you make the more interesting your work will become.”

The speculator and the rentier

In his now famous book, ‘A Technique for Producing Ideas’, the American advertising executive James Webb Young (pictured) writes about two broad groups of people as originally described by Vilfredo Pareto:

“Now, we all know men of whom we have said: “He never had an idea in his life.”

That saying brings us face to face with the first real question about this subject. Even assuming that there may be a technique for producing ideas, is everybody capable of using it? Or is there, in addition, some special ability for producing ideas which, after all, you must be born with-like a color sense or tone sense, or card sense?

One answer to that question is suggested in the work of “Mind and Society”, by the great Italian sociologist, Pareto.

Pareto thought that all the world could be divided into two main types of people. These types he called, in the French, which he wrote, the speculator and the rentier.

In this classification, speculator is a term used somewhat in the sense our word “speculative.” The speculator is the speculative type of person. And the distinguishing characteristic of type, according to Pareto, is that he is constantly pre-occupied with the possibilities of new combinations.

Pareto includes among these persons of this speculative type not only the business enterprisers – those who deal with financial and business schemes – but those engaged with inventions of every sort, and with what he calls “political and diplomatic reconstructions.”

In short, the type includes all those persons in any field who can not let well enough alone, and who speculate on how to change it.

The term used by Pareto to describe the other type, the rentier, is translated into English as the stockholder – though he sounds more like the bag holder to me. Such people, he says, are the routine, steady-going, unimaginative, conserving people, whom the speculator manipulates.

Whatever we may think of the adequacy of this theory of Pareto’s as an entire explanation of social groups, I think we all recognize that these two types of human beings do exist. Whether they were born that way, or whether their environment and training made them that way, is beside the point.”

Good simple, bad simple

From the “Advertising Concept Book” by Pete Barry.

“Students will often create an ad that is unquestionably simple – but that’s all it is. Simple is not enough. Writing a headline like “Starts every time” (next to a visual of a car in freezing weather) communicates a benefit in a straight-forward way, but it’s boring! I call this bad-simple. As David Ogilvy once said, “You cannot bore people into buying your product.” Ads must have something else that makes them clever, unexpected and relevant to the product and its target audience. Writing a line like “Have you ever wondered how the man who drives a snow plough drives to the snow plough?” is simple yet profound (unlike the first line). So always aim for “good simple” rather than “bad simple”. John Hegarty put it best: “Dramatise the simple.”

I always loved that last line.

Creative curiosity

Buried in all the books by advertising legends, there is one remarkably consistent insight: creative people have voracious appetites for information from diverse and eclectic fields.

John Hegarty writes in his book of advertising life-lessons, ‘Hegarty on Creativity‘.

“The truly great creative people I know are constantly working. Looking, thinking, watching. They are curious by nature, fascinated not just by their own interests and experiences but those of other people too. Everything they encounter is being absorbed, processed, and reformed, eventually to return in some new shape as an idea. I think of these people as transmitters – they absorb diverse, random messages, influences, and thoughts, then reinterpret and play them back to an audience in new and fresh ways.

Being fascinated, inquisitive, informed, and engaged is an all day, every day activity. It doesn’t have an on-off button. It doesn’t have a stopwatch attached. It is constant. A way of living and of being that never switches off. If you don’t want to live like that then don’t follow a creative profession.”

From James Webb Young‘s famous manual, ‘A Technique for Producing Ideas’:

“Every really good creative person in advertising whom I have ever known has always had two noticeable characteristics. First, there was no subject under the sun in which he could not easily get interested – from, say, Egyptian burial customs to modern art. Every facet of life had fascination for him. Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk.”

From Dave Trott‘s book Creative Mischief:

“Really creative people are fascinated by ‘new’ stuff.

But that doesn’t just mean the latest technology.

It means stuff that is new to them.

It might be 100 years old, but they’ve never seen before.

It might be an African sculpture, a Russian film, shocking piece of graffiti, agraphic one label, a strange chair.

The cleverness, for them, is finding something original and unusual.”
From Carl Alley, quoted in Creative Mischief:
“The creative person wants to be a know it all. He wants to know about all kinds of things: ancient history, 19th century mathematics, current manufacturing techniques, flower arranging, and hog futures. He never knows when these ideas might come together to form a new idea. It may happen in six minutes later, or six years down the road. But still creative person’s faith that it will happen.”
“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well-informed, or your idea will be a relevant. Stuff your unconscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you”

It also appears in literature from JWTPSFK and VCCP.

I think it’s fair to say that creative curiosity has become widely acknowledged as a fundamental requirement of a creative thinker.

John Hegarty on collaboration

The following excerpt is taken from John Hegarty‘s book “Hegarty on Creativity“.

“Much today is written about collaboration and the need to work or brainstorm with others in order to to bring an idea to fruition.

It’s all very friendly and inclusive but be careful: Collaboration can easily turn into consensus.

Which rapidly becomes ordinary. Sitting around on beanbags holding hands and having a happy-clappy meeting will not lead to greatness.

Some people believe you can create brilliance by brainstorming with lots of people.

Well, you can’t.”

The idea that great ideas are forged more efficiently by small groups, reminds me of George Lois‘ concept of the Group Grope.

2014 reviews, 2015 forecasts

Around the new year period a whole host of companies pull together reviews of the year gone by and trend forecasts of the year ahead. I alsways try to make my through them all. As such I thought I’d pull together a post that collects the ones I’ve read come across so far. If I’ve missed any (I’m 100% sure that I have!), feel free to let me know in the comment section below. I’ll read them and and them to this post.

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