You can’t be good at everything. The skill is to work with someone who is good at what you are not.

Hegarty on Creativity by Sir John Hegaty of BBH

Snap judgments and rapid decisions often lead to poor work.

The ability to stand back from your thinking and give it what we call ‘the overnight test’ is essential.

Unfortunately, we live in a world today that too often doesn’t allow this.

Hegarty on Creativity by Sir John Hegaty of BBH

In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles:

Art directors think visually.

Writers think in terms of narrative.

Hegarty on Creativity by Sir John Hegaty of BBH

At the foundation of any great idea is the truth, and the most powerful force of creativity.

Hegarty on Creativity by Sir John Hegaty of BBH

Any great work, regardless of medium, is almost certainly expressing a distinct point of view.

But if that point of view doesn’t contain a truth, then you can bet that the work’s impact will be fleeting.

Hegarty on Creativity by Sir John Hegaty of BBH

Creativity isn’t an objective pursuit. Its value can’t be measured the way other skills can be.

Eventually, of course, its value will be confirmed, but often long after it was created.

Hegarty on Creativity by Sir John Hegaty of BBH

There’s no doubt creativity flourishes in adversity.

And while I’m not suggesting starving yourself is the best spur to great thinking, I do believe one discomfort is worthwhile.

Hegarty on Creativity by Sir John Hegaty of BBH

Spotting the right idea is as important as having it.

Hegarty on Creativity by Sir John Hegaty of BBH

Anyone can have an idea.

In fact, lots of people find it easy to have lots of ideas.

The secret is in identifying which ideas are great and which ideas are just the outpourings of a deranged mind.

This is where editing becomes important.

Hegarty on Creativity by Sir John Hegaty of BBH

Your tool of persuasion might be a paintbrush or a guitar, but it’s your audience’s mind that you really want.

Once you’ve captured a corner of that, you’ll have made it.

Hegarty on Creativity by Sir John Hegaty of BBH

Creativity is an intellectual process, but it is also one driven by the heart.

‘What the heart knows today, the head will understand tomorrow.’

Hegarty on Creativity by Sir John Hegaty of BBH citing James Stephens

No matter what you’re creating, a single vision is fundamentally important. It is the driving force of every project.

Every project needs someone in charge with a crystal-clear vision.

Hegarty on Creativity by Sir John Hegaty of BBH

The greatest strategy you can employ is the truth. It is handy also, because you can always remember what you’ve said.

Hegarty on Creativity by Sir John Hegaty of BBH

Creativity is one of the most unforgiving of careers.

It’s brutal. It rewards without question and it punishes remorselessly.

It doesn’t take prisoners and it has no respect for reputation.

And the longer you go on doing it, the harder it gets.

Brilliant one minute, tragic and vulnerable the next.

Hegarty on Creativity by Sir John Hegaty of BBH

Read shit and you’ll think shit and you’ll create shit.

Hegarty on Creativity by Sir John Hegaty of BBH

If your idea or message is too complicated it will bewilder and confuse your audience.

Even in business they say complexity destroys profitability.

But make sure you don’t trivialize your idea either. If that happens, what you’re saying won’t stick.

Hegarty on Creativity by Sir John Hegaty of BBH

If your idea is profound enough, it could change the course of history.

Just make sure you share it with the world.

Hegarty on Creativity by Sir John Hegaty of BBH

You have to have the ability to pursue and present an idea that is genuinely fresh; you have to put your creative reputation on the line.

Hegarty on Creativity by Sir John Hegaty of BBH

Just because technology has made it easier to create and express yourself does not mean you’re any good at it.

Every day I’m inundated with badly written, poorly constructed, uninformed blogs.

Hegarty on Creativity by Sir John Hegaty of BBH

One of the great skills in life is to recognize talent and respect it.

Hegarty on Creativity by Sir John Hegaty of BBH