If you want to produce special work, it’s worth collaborating with special people.

Hegarty on Creativity by Sir John Hegaty of BBH

Having the courage and determination to focus on one subject or area of expertise gives you the solid foundation that is absolutely necessary if you’re to come up with a truly great idea, one that will be key to your future success.

Hegarty on Creativity by Sir John Hegaty of BBH

Too many creative people think they don’t need to specialize, that they can have lots of ideas in lots of different subjects all of which are going to be great.

Hegarty on Creativity by Sir John Hegaty of BBH

It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion.

You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good.

But then you have to take a step back from what feels really good and ask:

But is it great?

Hegarty on Creativity by Sir John Hegaty of BBH

To create great work you should be making up your own beliefs as you go along, changing them one day to the next, always pushing against the boundaries of current thinking, trying to escape the confines of conventional wisdom.

Hegarty on Creativity by Sir John Hegaty of BBH