In a recent meeting with a client, I was asked, “Where do (you) come up with these ideas?” I had to pause and think about it for a second.

“I just do.” I replied. Sometimes the creativity comes to me in a flash, while talking to the client. Other times, it takes draft upon draft of crap to get to the idea that I know is rattling around in the chasm I call my brain… but eventually it comes.

Some of my readers are “creatives.” Some of my readers aren’t. But after some pointed questions to a few of you, I found out that whether you’re a designer, a musician, a chiropractor, or an accountant; creativity will eventually work its way into your life and career (hopefully not so much my accountant).

Below, I’ve listed 15.5 solutions to try to get your creative juices flowing. Many, I practice religiously; some are suggestions from friends; but in any case, the collection is valuable.

1. Just start somewhere. Like I said above, sometimes it takes draft upon draft of crap to get to the idea you know is there

2. Surround yourself with creative people. Associate yourself with like-minded, creative thinkers. Through osmosis, the creativity will catch on with little pursuit from you.

3. Expose yourself … and not in the “After too much Jägermeister” sense. Expose yourself to new stimuli – art, books, music, and paintings – all the time. In other words, never stop learning. Consume information by the truck load. The more you know, the more you can create from that knowledge.

4. Meet new people from different walks of life. Gain insight into their perspectives on life. Strike up a conversation in line at Taco Bell. (I’ve actually landed a client with that one.)

5. Exercise “it” daily – Whatever “it” is, keep “it” healthy. I believe this applies to everything in life, not just creativity. If you only need to create once a week, your creative muscles may have atrophied. Don’t do it just because you have to.

6. Carry a notebook or sketchbook everywhere. A few years ago, a friend convinced me to start carrying a sketchbook. Now I carry two - one for “rough ideas and notes” and one for “more finished” sketches. PDAs don’t count. Pick up a pen or pencil and force yourself to write or draw or annotate WHATEVER. The actions stimulate the brain.

7. Create the path, but don’t necessarily follow it. As many writers have said, the blank page can be the biggest buzz-kill. Instead of trying to rely on pure inspiration, set your topic, outline, or theme and start creating within those guidelines. Think within the box while you create for yourself a path out.

8. Shut out the world. In contrast to#2, #3 and #4, instead of sucking in new information, sit quietly, go to sleep, or meditate. Stop thinking and clear your mind so that the clutter doesn’t get in the way of your thoughts. Turn off the phones. If you’re not on a tight deadline, walk away and do something completely unrelated. Don’t let yourself spend that time stressing about what you need to do.

9. Do something new. Try writing left-handed. Walk around your office with your shoes off (with the approval of your co-workers)… Try something out of the norm to get the “out of the norm” out of your head.

10. Don’t be too arrogant about your work. (one of my favorites) Being inspired by “the muse” is important, but if a police officer and a garbage man can do their jobs every day, then those in a creative line of work can too. Change your attitude towards your work. You’re not all that.

11. Don’t judge your ideas until you have plenty to judge. Silly ideas are still ideas… Don’t be embarrassed by yourself – just write them all down!

12. Keep a journal. (or blog) Like #6, it can get your mind working, and in a month, or a year, when you’ve gained some distance from what you’ve written you can reference back and gain additional ideas.

13. Don’t tell yourself you’re not creative. If you tell yourself not to come up with ideas, then you probably won’t – no matter how hard you try.

14. Don’t be a workaholic – take breaks. Your mind needs a chance to wind down so it doesn’t overheat and crash.

15. Spend time with your children. Or someone else’s. You’d be amazed at the creative insight derived from a gaggle of giggling kids.

15.5 Drink too much coffee (sometimes). My doctor made me add the “sometimes” part… It sounds ridiculous, but every once-in-while, it’s that big pick-me-up that gets me there…

So, there you have it. Some of these ideas will work for you. Some won’t. In any case, being creative is important in many facets of your daily life – whether it’s work, sports, family or something else. Without creativity, imagine how boring life would be. I guess, without creativity, you couldn’t imagine it…

So, how do you deal with creativity? Is it a process? Is it a gift from the angels on high? Or do you wince and cry, beating your fists on the desk, as I do from time-to-time (see picture above)?

I’d love to know more. Let’s see how long this list can be and add to the 15.5 ideas above.

Keep Cooking!
Andrew

Yesterday, on Advertising Age’s website, I read that Madonna, “The Material Girl,” has chosen to tie herself (relax, not literally, boys) and the release of her upcoming album, “Hard Candy” to Unilever’s Sunsilk shampoo. Through a reported $10 million endorsement deal, the “Boy Toy” plans to “create a unique music-brand partnership.” With the album’s first single, “4-minutes (to Save the World)” simulcast on (rock?) stations around the world, as well as backing a new Sunsilk commercial; Madonna, her producers, and Unilever are hoping the release effort will create a “never seen before” world-wide buzz.

So I stopped. I put down my coffee. I pushed back my chair, and I picked up my jaw from the floor beneath.

Never seen before? (aaaah-MICHAELJACKSONTWENTYFIVEYEARSAGO-choo!)

You see, I had the honor of growing up in “the 80’s.” It was, for lack of a better word, interesting – a little glossier than “the 70’s” and a whole lot more superficial than “the 90’s.” “The 80’s” was a time where you could peg your GUESS jeans, turn your collar(s) up and cruse on over, in your IROC, to pick up your Madonna-wanna’-be girlfriend. She, in true Madonna fashion, would dance out of the house wearing combat boots, intentionally torn stockings capped precariously by a 4” swatch of denim, and an off the shoulder, lace tank top covering a neon pink bra that was (at least) one cup-size too small. And on top of all that was five to seven inches of back combed, moose-laden skizz towering at a 30-degree angle over the poor girl’s painted face.

Yeah… good times… sigh. I was in my teens then. But now I’m 39, I have a daughter, and that just seems a little disturbing. No, strike that. I find that A LOT DISTURBING.

In a press release, Unilever’s David Rubin states:

“Madonna continues to be such an inspiration for young girls by continuously reinventing her looks, and we expect the new commercial will also encourage girls to evolve by changing their looks and making their hair and lives happen in a variety of exciting ways.”

Wha? Are we talking about the same Madonna?

Madonna, for the better part of 25 years, has been pushing herself as everything BUT a role model. Sure, she was an ever-evolving hit-maker for the MTV generation, but at no time did we assume that she was someone to hold up as a good example for future generations. Have we forgotten “Truth Or Dare” and her FIRST published book… And did Unilever sleep through Madonna’s Pepsi fiasco?

For $10 million dollars, I think Unilever should be looking over their collective shoulders. This can only come up and bite them right where their wallets should have stayed… smart and secure.

Sure, Madonna has made some “decent” contributions in the last few years. Her refreshed commitment to her religion, a children’s book or two, and the adoption of a Malawian child are just a few examples. But in the same breath, and in TRUE Branding fashion, let’s take another look at her new album… see it here. Role model? Riiiiiiiiiiiiight…

In a post I made back in January, I talked about Bob Dylan as a brand. And based on his CONSISTENCY, his brand was TRUE. He made innovations that positively affected not only the Bob Dylan brand, but our culture as well. On that same note, no one ever touted him as a role model for adolescents.

With that, here’s a warning to Unilever. Madonna is a Brand Mess. Like a hair stuck in the back of your throat, she’s simply… ACK!

Of course, I rant… or am I just getting old? What do you think? What are your reactions to this “partnership?”

Until next time –
Keep Cooking!
Andrew

Thank you Berkeley Breathed (one of my idols) for the use of Bill the cat’s image!

I didn’t have the honor of attending last weekend’s SXSW Interactive festival. But, based on the buzz going on throughout the blogosphere, it sounds like the experience ranked somewhere between Woodstock and the 1969 Democratic Convention – at least the action going on outside the convention center.

In articles I’ve read from our local IowaBiz.com to the widely-read MarketingProfs Daily Fix, and BusinessWeek, the general consensus is that one interview/lecture session in particular, featuring Facebook’s founder, Mark Zuckerberg moderated by Sarah Lacy from BusinessWeek, turned into a social media-driven revolt.

Audience members, disenchanted with the content and the direction in which Ms. Lacy was taking the interview, started bellowing out insulting quips and demanding a less scripted presentation. And with digital back channels like Twitter, and Meebo, the revolt spread out of the auditorium and into cyberspace, where the conversation became even more interesting… and continues today.

Since I wasn’t there, I can’t really support or denounce the situation. Was the audience at SXSW unruly? Maybe. Was Ms. Lacy less of an interviewer and more of a scripted presenter? Probably. But the perspective I’ve gained from the articles and the buzz it’s generated is one of utter amazement… even slight excitement. You see, I love to watch the apple cart dumped once-in-a-while. I love to witness a tipping point. And this consumer-driven revolt against staunch, corporate media dissemination is what I would consider “A Cart Slightly Askew.”

TRUE Brands (truthful, relevant, unique, and engaging) can prepare themselves for challenges like this. By reminding yourself that the audience is part of your brand (recognizing relevance), and maintaining a constant stream of conversation with your customers (being engaging) you may just see a situation like this coming and be the hero instead of the scapegoat.

Is your company ready for the shift in content dissemination? How does your marketing and communications utilize social media and are you taking a TRUE approach? Or are you simply talking AT the audience?

I’d love to hear your comments.

For more about the SXSW fiasco, simply search Google for “SXSW and Sarah Lacy,” it’s a sure sign of how social media and the turn from spoon-fed information to consumer-driven information is changing how we’ll be receiving our information in the future.

Exciting, huh?

Keep Cooking!
Andrew

This post is the final in a series of four, outlining my definition of TRUE Branding. TRUE is an acronym for True, Relevant, Unique and Engaging, and applies to my rules for successful branding.

The Series posts are titled:

1. TRUE Brands – Part 1, True Brands Just Start the Journey.
2. TRUE Brands – Part 2, It’s Not You, Really.
3. TRUE Brands – Part 3, How Do You Scare a Brand with a Cold? Unique Up On It!
4. TRUE Brands – Part 4, Conversation is So… Engaging.
…

Well, for my final post in my series on TRUE Branding, I wanted to bring your attention to a story that I posted last year called “I’ve Been Dripped.” It’s a simple tale about how my bank (almost “my old bank”) used a method of engagement that Drew McLellan likes to call “being a drip.”

Early in May, I shuffled down to my office with the intention of gathering paperwork and statement sheets and heading out to dump the bank I used for my business accounts. What was my reason? It wasn’t because of fluctuating interest rates or unwarranted overdraft charges. I just didn’t feel like my bank was engaging me. They didn’t converse with (engage) me. All they seemed to do was talk at me.

Sure, they kept me up-to-date on my account, their products, and any number of mind-numbing promotions that immediately got filed into “the circular file.” But what did they really mean to my company or me? Nothing. I didn’t feel like they cared if I was their customer. So, in turn, I didn’t care to be that customer…

(from my previous post)

Then I checked my mailbox.

In true “drippy” fashion, I was pleased to find a simple, but effective little note from my local Bank of the West branch. It was basic enough - a white, logo emblazoned card with a hand-written note from the teller I have met a hundred times, but never really recognized. She simply thanked me for banking with her branch and told me that they appreciated my business… No pitch… No laser-imprinted signature… Perfect.

Drip, drip, drip.

I still bank there. Why? I have one simple answer. Sarah, the teller, chose to converse with me as her customer. She made me feel valuable.

Over at Anna Farmery’s “The Engaging Brand blog,” I found a great quote:

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

TRU Brands are okay. You have Truth, Relevance, and you’re Unique. But without being ENGAGING you’re just not being TRUE. (see how I did that?)

Contrary to what you’ve been told, a brand isn’t self-sustaining. TRUE Brands depend on four simple elements to make them successful.

Be Truthful about yourself and your Brand.
Be Relevant to your brand’s marketplace.
Be a Unique brand.
And Engage your audience, because they’re the ones that ultimately make or break a brand.

How does your brand engage its audience? Can you relate other stories of engaging brands? Join the conversation (ENGAGE). I’d love to hear your stories.

Until next time…

Keep Cooking!
Andrew