DUBAI — It’s really fun to hear others talk. And there are great speakers at the corporate event I am attending in the Gulf.
The last two speakers have been the top NY edgy, ad firm and a fellow who runs an innovation company. I admire them both greatly.
So as not to borrow too much of their language, I am interested in how you come up with “inspired” ideas. And I think it’s got a lot to do with having heart. It can be edgy… and we have seen a lot short films that are quite controversial… but they have a reason to be that way (well, most of them.)
People asked how you break out of the predictable, and how you come up with wild, edgy, innovative ideas… And my view is that you need to start with something that is true. People seem to call this “the brief” in marketing. But that wasn’t what the ad firms were talking about. They were talking about finding something that was real and true … that had heart … and working off of that.
And we’ve also been talking about how to be really inspired.
I used to have a colleague who always talked about the need for a permanent creative environment. He has a particular view of what kind of kids’ toys would be in there.
And I don’t think that is what we were talking about today. I think we were talking about getting people out of their normal environment… putting them in places and situations that make them feel different. And therefore think differently.
Trips like this can do that for you!
But then again, so can getting on a bus you’ve never got on, or walking a bit further than usual to get your morning newspaper.
Edgy… that’s me.