Why there is no creativity without insight

creativity is always less controllable, it can not be like the industrial assembly line products, according to the established process of mass production, batch copy. Can give birth to the inspiration of big ideas, is sustained by the user insight raised. This is the author’s practice in recent years, gradually get a clear understanding of.

 

advertising circle of friends in love often prides itself on the creative industries, to this point, it is not false; but also often mentioned a saying: "innovation from the flash moment", will not be easy to be misled? This expression seems a quality suggestive of poetry or painting beauty, but is not complete and it is easy to make people feel the inspiration of the Moment is too critical, but not on the "inspiration come from too much attention.

a period of time before, due to the project, I often do on the Beijing Shanghai line, run back, interspersed with such as the design of the questionnaire, communication research channels, design focus group interviews and other content. These work, on the surface seems to have nothing to do with creativity, but in fact it is inseparable from the creative generation of soil".

can give birth to the inspiration of big ideas, is sustained by the user insight raised. This is my practice in recent years, gradually get a clear understanding of.

every creative people, must have a lot of inspiration to delay the embarrassing moment; when faced with this situation, we love competing with yourself, want to get a perfect idea, brains, but usually in vain. I think the above knowledge will help us to understand that the real reason for the inspiration is not actually the inspiration itself, but depends on how we see the user’s lifestyle and inner needs.

earlier this year, the & is a kind of literature; life style APP time to consider "big idea", I and partners have more anxiety, at the beginning of that time, even a little creative shadow we almost can not see, hear more from product managers and operations team problems "our products should not go towards the direction of the electricity supplier? Our products should not be social?" we argue each one airs his own views.

then let me once again to think the traditional advertising industry "creative mode" (usually, if there is no accident, in this case, Agency’s creative personnel will begin to play a mediator role, listen to the views of all parties, that the party boss of the mind, and in his opinion as the leading factor, put forward a compromise has many different views about the "big ideas". Such a big idea, although always make people doubt, but with the passage of time, we seem to be able to mention what a better way. At the very least, it will be a much more acceptable compromise.

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it is difficult to accept their role as such, will be staged again and again, "Party A Party B,"

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