In my Einstein quotes of the day, this popped up today:
Innovation is not the product of logical thought, even though the final product is tied to a logical structure.
Ties in nicely with the discussion of planners vs. creatives, and a comment I made earlier this week on Rory Sutherland’s blog:
“In real life, we always post-rationalize. The right side parallel-processor of our brain is just much better at synthesizing several inputs than our left side sequential processor. We do however need the left side for output of our results. Hence the post-rationalization.
Forcing pre-rationalization in a creative process (into which I include everything from first contact with a client to the very last) is as bad an idea as doing the same thing in real life.
In meeting with different New York agencies, I’ve encountered great confusion when I described myself as both strategist and creative. “No, you can’t be both” was the general opinion at traditional agencies like TBWA and Saatchi, while agencies like Anomaly and Johannes Leonardo were all for it.
I agree with the “just get the best people”-practice.”
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