A must read for anyone in the creative business is ‘How to Catch the Big Idea’ by Ralf Langwost and John Hegarty. The book explains that great ideas are not just coincidental but the result of a consequently managed creative process that guarantees an added-value (the ‘net’ reference). This is demonstrated through interviews with 77 top creatives from around the world and what they have in common in their work. Through their insights, the book shows how to steer, evaluate and manage the energy of the idea confidently throughout the creative process. In the end, the question is not who is creative, but how can you be more creative, faster, more precisely and with more ease.

Its essential reading – but it’s also a lot of reading. So, for my fellow time-challenged agency people out there, I’ve summarized the thoughts and philosophies into five chapters: Process, The Brief, Information, Strategy and Ideas. Over the next several weeks, I’ll be uploading a new chapter (in the aforementioned order) for you to review, challenge and adapt to your own creative process.

Enjoy.

PROCESS

- Ideas are company driven (garbage in, garbage out).
– Your client is your ‘Creative Director’ They’re the first and last decision maker in the creative process. They provide the initial problem and they sign off on the final artwork. We have to make sure they are monitored and handled carefully throughout the process.
– You need mutual respect/trust with the client and agency.
– Fear is a significant factor and a significant idea killer on all levels of management – Be fearless.
– Have passion for the product. Through passion comes conviction and enthusiasm.
– Mediocrity is liked by everybody because it offends nobody. The basic requirements to avoid mediocrity are trust, honesty and openness.
– Good is the enemy of great. Don’t accept good – only accept great.
– Clients buy conviction, not an idea. If we’re convincing in what we sell and that it’s the best, it will be perceived and accepted that way.
– Sell the idea, not the execution.