A User Guide to the Creative Mind by Dave Birss

By Dave Birss

Creativity is surrounded via such mystique. It appeared so magical to the traditional Greeks that they attributed the instant of proposal to muses instead of humans. This publication exposes creativity as a strategy. It indicates that there are specific steps you must persist with prior to you may be struck through that second of artistic genius. It exhibits you the way to get your brain into the fitting position to return up with rules. And it delivers a few options that will help you process difficulties in several methods.

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Extra resources for A User Guide to the Creative Mind

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WHAT’S IT LIKE? Everything’s a bit like something else. Either the way it looks. Or the way it works. Or the way it makes us feel. Embrace the similar. Are there any metaphors for the product? Is it like a lion or a camel or a clockwork chicken? Is it a Harley Davidson rider wearing drag? Or a car that runs on custard? Or a dolphin with an aqualung? Metaphors are great ways of helping the audience understand something in a simple way. But it’s easy for them to be cheesy so be careful to avoid clichés.

Which is the exact opposite of the usual route. The bones of this book were written more than 10 years ago when I was Deputy Creative Director of an ad agency called Mr Smith. Sadly, it was a short-lived agency that was Crispin Porter + Bogusky’s European division. And it was my first proper crack at being part of a creative leadership team. There were some juniors in the department who I wanted to help — so I started to put some of my thinking down on a laptop screen. I wrote a number of guides covering subjects like ‘how to be more persuasive in your copy’, ‘how to write and interpret briefs’, ‘how to defend work’ and the example that makes up the latter part of this book: ‘the creative cheat sheet’.

It’ll probably happen at a time you don’t expect it. Like in the middle of the night. When you’re having a shower. When you’re waiting for a bus. It will often happen when you don’t have a notepad. Hopefully, it will happen more than once. You should take a seat and jot it all down. As you do so, other ideas will fall out. This is the magical part of the process. And this is what people associate with those moments of creative genius. But you couldn’t have got here without all the previous work.

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