Isn’t it just putting your feet up on a desk?
While daydreaming and staring off into the distance may play a role, the creative process can be defined as all points that lie between identifying a need, or problem, and the development of a creative solution. So, could we say that correctly locating and getting to the nearest In-n-Out Burger is an example of a creative process? Sure can:
- Need = In-n-Out Double-Double with extra cheese
- Problem = Where’s the nearest location and how do you get there
- Solution = Pull up Google Maps and Uber
- Satisfaction = Get in my belly!
But what if your need is bit more complex than just tracking down lunch? Like convincing people to adopt electric vehicle technology, or introducing a new life-saving medical device? Should how you approach a creative solution to these dramatically different problems be, well…different? Nope. How you arrive at a creative solution, be it burgers or Bugattis, should follow a similar systematic approach which provides both freedom and structure for the exploration of innovative ideas and solutions.
Let’s walk this back a bit, like nearly 100 years.
In 1926, Graham Wallas laid claim to what he identified as the first official overview of a creative process. Wallas theorized that an effective creative process should be broken down into four stages, each one critical to the development of insightful solutions. And while equally important, the time spent in each phase will fluctuate depending upon the complexity of the need. And, while each stage is necessary, they may not play out in order. Wallas’ stages included:
- Preparation – The clear identification of an issue, problem, or opportunity. During this phase, necessary background information is gathered. Inspiration and resources acquired. And ideas begin to percolate.
- Incubation – Ideas from the Preparation phase are allowed to marinate. Taking the focus off the subject and allowing the mind to rest lets the unconscious mind engage and explore possible solutions.
- Illumination – Wallas calls this the “aha” moment, where insights break through to “conscious awareness”. A sudden moment where the solution presents itself. (Possibly announced with a flourish of confetti and balloons?)
- Verification – The solutions, ideas and insights developed in the Illumination phase are then fleshed out and developed into actionable tactics.
All snark aside, while Wallas’ thinking comes across a bit stodgy and archaic, it does provide a good framework, or roadmap, to follow when defining your own creative process.
Tips for finding your flow.
Developing a creative process that works for you will create a better flow (and outcome) in your creative work. It will give you a reliable method to help suss out the effective, actionable ideas from the “meh.” Here are a few tips to remember as you define your own creative process (sorry, Wallas):
- Quantity over quality – Early on in your process cover the wall with your thinking. Turn off the edit function in your brain and let it fly. The good, the bad, the odd, and the obscene. Put it on the wall!
- Identify with your audience – Talk to those that represent your audience demo and list out their pain points that need solving. Dive deep into their needs, wants, and desires.
- Get up and out – Change your routine and get a different perspective, sometimes shaking up something as simple as where you work can knock loose ideas.
- Turn off the spigot – Know when to walk away and take a break. Ideas can often come when you’re NOT thinking about generating ideas. Remember the good ol’ Wallas “aha” moment? Yup, it happens.
- Cut the weak sister(s) – Once you have reached the point where you feel like all the bases have been covered, it’s time to look for the gold in them-thar-hills. Go back through your ideas (or your wall) and pull out (or down) those you feel resonate best with your audience AND clearly communicate your intended message. Edit, edit, edit.
- Run the gauntlet – As difficult as it can sometimes be, it’s imperative that you share your thinking with others to gather outside opinions and impressions. All too often an idea that sounds killer to you, may in fact be confusing or convoluted to others. Getting different perspectives will help make your creative ideas clearer and more effective.
- Make your case – Once you land on some solid ideas, put them up against your original objectives to make sure they solve your problem. Use this comparison as support, or proof, as you “sell” the ideas to your team.
- Ruminate – Take a moment to document what made your creative journey successful.
Hold off on the victory lap, Usain.
Keep in mind, your creative process should be fluid. It will change. It needs to flex so that it meets the demands (tactic, timing, budget, audience, etc.) of your problem. And don’t be surprised if you process evolves on its own over the years. What works for you now, may not be your go-to down the road. Especially with how quickly new ways of communicating to various audiences are being developed. So, stay nimble and open to new ways of working. And above all else, try to remember what our good friend Albert Einstein once said:
Creativity is intelligence having fun.