where ideas come from: everything is an influence, go out and explore

With reference to the nature v. nurture argument; you are born creative.  You cannot teach creativity, yet there are times when creativity thrives and equally situations where it can be hindered.  I understand the need for determination and commitment when working for an agency, however, the studio is not necessary the place where ideas flow.  I have found the best ideas come when I am out of the office; on the bus, out for a walk or travelling.  Long days spent in the office when ideas become stale with little to spark any new insights you can find yourself rethinking the same ideas over and over again.  The best agencies encourage an exploration of the world; to study your target market, experience the product first hand, visit events and to immerse yourself in culture.  It is as you experience the world around you that the ideas flow and creative breakthroughs are achieved.  To keep ideas fresh it is beneficial to have interests outside of the workplace – it can often lead to interesting insights - which unearth original ideas or provide a unique spin on a concept. 

artwork by author

In philosophy there is a theory, where a man from birth is locked in a room cut off from the world. In the room is only himself and complete darkness.  He only knows what he experiences whilst in the room and therefore cannot speak of or gain knowledge of matters outside.  The theory aims to prove that you cannot create ideas from nothing (ex-halio) rather, you need to experience something in order to have knowledge of, or an opinion on it.  This applies to a creative.  Furthermore, one can only speak of something truly - and form legitimate ideas based on it - if they have experienced it first-hand.  Otherwise, their ideas could be based on false pretences and therefore are rendered ineffective.   When siting within our office all day we are devoid of experiencing truths and insights that can fuel effective, viable ideas and we limit our creative potential.   I believe that if you cannot find an idea by experiencing the world,  then it will never come at all.   When I change my surroundings that is when my imagination and creativity feels most alive, when I am truly aware.  You often view things differently by seeing them for yourself.  

Some may argue that people in the advertising industry can gain knowledge and be kept up-to-date with current affairs and trends through the media, dispensing with the need to go out and explore in order to devise original insights.  However, this gives the views and opinions of others .  This would be a substitute rather than the actual experience.  Encountering something first hand is when originality is born.

An interesting read on the discussed topic is ‘Where Good Ideas Come From’, by Steven Johnson.  The book asks ‘what are the spaces that have historically led to unusual rates of creativity and innovation?’.  

here today, gone tomorrow

In the Apprentice last night contestants had to create their own pop-up shop fashion experience – the branding of the shops was not great, but nevertheless it occurred to me what genius concepts pop-up stalls are.  Although the idea is that pop-up stalls appear unannounced they involve a lot of planning, a kind of strategic spontaneity, with most appearing in urban areas.  It is an interesting idea, to create a one off experience that’s there for one day only, where customers and brand benefit.  The spaces create a buzz and excitement around a brand and consumers are left with a lasting impression.  Customers feel added value from taking part in an exclusive and unique event, of which most involve free giveaways. 

The pop-up shop concept has many benefits ;

-              a unique experience can be created for the customer

-              they are intriguing with a novel nature and grab attention if branded well  

-              they are flexible on location- you can set up pretty much anywhere  

-              brands can be creative with the empty space

Company Space Buster host pop-up events

Pop-up shops are becoming more popular than ever, Gordon Ramsey in his current TV series this week proposed that his contestants generate a pop-up dining event and Compare The Markets Alexander used the method to promote his autobiography last week.   The stalls can come in a variety of forms such as buses and warehouses and have formed restaurants, hotels, bars & gyms.  Comme des Garçon the fashion label was the first to come up with the idea in 2004, then branded as guerilla stores.

Pop-up shops are similar in idea to Flash Mobs, where large groups of strangers suddenly come together in a public space, perform an act then disperse back into their surroundings.   T-Mobile is a brand who has become synonymous with the concept and the marketing method was also used in Jamie Oliver’s American Food Revolution TV series a few weeks ago.  Flash Mobs initially were a form of performance art but recently are used as a marketing technique.   The term came from Smart Mob, a communication technique which aimed to change the way people share information.   The Pillow Fight Flash Mob is the largest Flash Mob to date, where 25 countries took part in the event, gaining more interest than the London Underground silent disco attempt in 2006.  Germany has banned Flash Mobs referring to them as a form of industrial action.

My favourite thing about both concepts is you feel part of something that few know about, the stir they cause and then their disappearance the next day, almost as if they had never been there.