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

Hegarty on Creativity by Sir John Hegaty of BBH

Digital Account Executive for Being, a network of TBWA and Omnicom, Paul Johanet has +3 years experience working with brands to create their brand identity through digital campaigns. (more…)

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

To be a successful creative person you have to be fascinated by the world and all its wonders, absurdities, failings, and mishaps.

Hegarty on Creativity by Sir John Hegaty of BBH

Getting noticed is a prerequisite of any good idea.

Hegarty on Creativity by Sir John Hegaty of BBH

Stay open to new ideas, new places, and new people will feed your creative soul.

Lack of inspiration may be just another way of saying lack of experience.

Hegarty on Creativity by Sir John Hegaty of BBH

If it’s a race to get into minds and stay there, then it’s the artists who make their points faster, smarter, and more thought-provoking that will be the ones who succeed.

Hegarty on Creativity by Sir John Hegaty of BBH

From your smart TV to your iPhone to your iPad, we’re seeing more but reading less.

All courtesy of digital technology.

Hegarty on Creativity by Sir John Hegaty of BBH

When you are intent on putting a great wrong right, creativity will often exceed all expectations.

Out of conflict comes purpose.

Hegarty on Creativity by Sir John Hegaty of BBH

For most of us, anger amounts to stress, and the worst type of stress at that.

But for artists, anger can be a positive force.

If focused and channeled into a piece of work, it is capable of producing something of great profundity.

Hegarty on Creativity by Sir John Hegaty of BBH

When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’

That is why a brainstorming session is a complete and utter waste of time for the truly creative person.

Creativity doesn’t work like that. Too much thinking jeopardizes the creative process.

Hegarty on Creativity by Sir John Hegaty of BBH

When you’re trying something new, you’re in a very vulnerable place.

You’re not even sure if it’s the right thing to do.

There are plenty of people who are not very good web developers and not even necessarily good web designers, but they’re good at using the tools available to them, and if their design and message are good enough their idea or brand gets picked up spread everywhere.

Don’t confuse innovation with novelty.

You may have successfully designed the latest shiny object for people to get excited about…at least until a new shiny object came out.

And that’s the reason product features are more a novelty than an innovation. They are added in an attempt to differentiate, but not reinvent.

It’s not a bad thing, but it can’t be counted on to add any long-term value.

Novelty can drive sales, but the impact does not last.

Start With Why by Simon Sinek

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

Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance.

This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and metaphors.

They are particularly ripe marketing tools, because they lead the imagination and evoke the feelings that strike at our heart not our head.

Running a crowdfunding campaign isn’t just sitting back and watching money come in – it’s a full time job in itself. You have so much to handle because you have to simultaneously manage all aspects of the project – design, brand, promotion, social networking, press, etc.

Listening and being engaged with what people are saying about your product, brand, service, etc. is crucial, especially when trying to raise funds.

Staying active in the comments section and inbox was definitely instrumental in getting funded and continues to be a great way to stay in touch with pledgers.

Loss Aversion: we hate losing what we’ve got.

When we copy, we justify it. When others copy, we villify it.

Most of us have no problem with copying – as long as we’re the ones doing it.

The more we are exposed to a brand the more we like it.

The number one drive in human behavior and biology is homeostasis, or the seeking of the same stable, balanced, predictable state.

All consumers find a great deal of comfort and pleasure in what is known and familiar.

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