New essay: Conviction https://t.co/oBUm2HYwd2
It turned out that it wasn’t about ‘knowing what to do’2, but something else, something intrinsically unnameable, fundamentally untrackable. I knew that I hadn’t made the shift happen, other than by showing up, day after day, and trying to open to the whole weird mess of feeling and desire, experience, instinct and memory.
How long does an idea take to birth?
As one creative (Chris Wilkins?) remarked to a planner:“You and I both drink from the same well of inspiration. The difference is that you get to piss in it first.”
Rory Sutherland • Rory Sutherland
The fact of the matter is whether as a human being, business, or brand, conviction born of self-knowldege is the thing that gets us through uncertainty, adversity, and turbulence. It is the root of agency, because it clarifies choices and decisions. Being deliberate and decisive, having real intention and doing things on purpose is impossible witho... See more
Maximum conviction — Martin Weigel
"The creative process is fabulously unpredictable. A great idea cannot be predicted."
as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what we called the compelling idea or key message. It was the one idea that, if we could get the target audience to believe it, would create desire for the product.