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?’.