Why Creativity Counts

Right. So maybe you don’t make a living out of being creative. It certainly isn’t a good thing if you’re in a job where you are supposed to take orders verbatim. “Yeah boss, about those ‘proposals’ you needed for that big client you’re meeting with – I used the shredder to turn them into confetti for after you close the deal!” I’m lucky, because creativity (mixed with loads of trial and error) is what drives the market that I’m in. If you see things differently, people can value that. If you display things in a unique way, it’s understood as a good thing… usually.

There are people that are wired for logic, fact and solid reasoning. They’re usually on time or early and we call them left-brainers. You give them a set of forks and they set them on the table. They understand function based on the object’s name. If I say fork, they understand an eating utensil. The right-brainers will evaluate an object based on function. Sometimes creativity comes into play and all of the sudden a title doesn’t limit the use of the object any longer.

Enough said.

There may not seem like there is a middle ground in all of this, but the truth is imagination is where the two types meet. Creatives appreciate and participate in this, left-brainers understand and associate. You may have seen a few of the following ads during the Super Bowl or before, but these have made a deep impact on me. The products are fine, but they leave something else behind. They make me want to work harder to produce an even better product. I find myself asking, “How can I make photographs that have that same effect?” I want to leave all the wishing behind and go big. Enjoy these commercials, break them down and let them inspire you to aspire to something bigger.

Creativity is the bottom line in these commercials. Creativity that isn’t just ‘I have a great idea’, but ‘I’ve got an awesome idea and I am going to stop at nothing to make sure it comes to life’.

Chuck Close was quoted as saying,

“The advice I like to give young artists, or really anybody who’ll listen to me, is not to wait around for inspiration. Inspiration is for amateurs; the rest of us just show up and get to work. If you wait around for the clouds to part and a bolt of lightning to strike you in the brain, you are not going to make an awful lot of work. All the best ideas come out of the process; they come out of the work itself. Things occur to you. If you’re sitting around trying to dream up a great art idea, you can sit there a long time before anything happens. But if you just get to work, something will occur to you and something else will occur to you and something else that you reject will push you in another direction. Inspiration is absolutely unnecessary and somehow deceptive. You feel like you need this great idea before you can get down to work, and I find that’s almost never the case.”

Creativity is hard work, discipline and organization. I’m in no way claiming to have a full grasp of these disciplines, but I’m working very hard to get there and I hope you will too.



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