We often think that creativity is something thats inspired, exquisite, and only happens when the spark strikes or the muse speaks. Actually, nothing could be further from the truth. Im a proponent of what I call practical creativity which means creativity on a deadline. Ive spent my career working for clients studios, networks, nonprofits, major churches and ministries. In those cases, I dont have time to wait for inspiration, I have to deliver creative ideas and projects on a schedule. Worse sometimes I have to deliver when theres enormous pressure, risk, and a great deal on the line.
Chances are, you work in a similar situation.
While wed all like to experience the comfort of waiting for wonderful ideas to come from the heavens, with most projects, we have to conjure up something right now. Certainly we cant totally control creativity, and cant just hit an on and off switch, but there are techniques we can use to draw from when we have to deliver creativity under fire.
1. Be a raging consumer of media yourself. Read books, watch movies, TV, and online video. Go to museums. Subscribe to popular magazines. Know whats popular in the culture. To know what creative ideas will work, you need to know whats working now, whats failing, and whats already been done.
2. Have confidence in your talent.
This comes from years of work, practice, and failure. (Rinse and repeat.) The more experience you have, the more options will come to your mind under pressure, and the more confidence you have, the more likely you are to step up. Plus, experience and confidence tends to quiet that voice in your head thats telling you that you have no talent and your work is trash. However, they key is that you should be mastering your craft when the pressure is not happening, so that when it does hit, youre ready to be amazing.
3. Develop creative connections.
Creative professionals are rarely the lone wolf types who sit alone in a studio thinking brilliant thoughts. For instance, read about Pixars Brain Trust and how it works in Ed Catmulls terrific book Creativity, Inc.. Always have creative friends and mentors you can reach out to when youre coming up blank because building on each others ideas is a key to creating brilliant work. Who would you call right now if you needed some help? Create a list so youll have it when things get tough.
4. Be the voice of calm in the middle of the storm.
When deadlines approach, or the $%#@ hits the fan, people tend to freak out. You need to be the calm creative creative leader in the middle of the madness. Even in desperate situations, Ive seen stressed out film crews and other creative teams completely relax in the presence of a leader who is calm and in control. Youll never produce compelling creative work if you dont know how to experience calm within yourself especially when it matters most.
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We often think that creativity is something thats inspired, exquisite, and only happens when the spark strikes or the muse speaks. Actually, nothing could be further from the truth. Im a proponent of what I call practical creativity which means creativity on a deadline. Ive spent my career working for clients studios, networks, nonprofits, major churches and ministries. In those cases, I dont have time to wait for inspiration, I have to deliver creative ideas and projects on a schedule. Worse sometimes I have to deliver when theres enormous pressure, risk, and a great deal on the line.
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