Two Steps to Being a Creative Genius

Posted on October 10, 2011


“The test of real creative genius is whether you can be unpredictable and consistent simultaneously. Can you create something new, surprising and different within a recognizable framework?”

This observation comes from Roy Williams, known to his many disciples in the world of advertising as The Wizard of Ads,via a recent edition of the Monday Morning Memo, his free weekly email I highly suggest signing up for.

Williams, who is excellent at writing about the creative process, actually hits on two important parts of any succesful ongoing creative endeavor:

  1. Having “a recognizable framework.”
  2. Being creative within that framework.

As a host, the tough part is knowing which step you are on.

Thankfully, Williams is kind enough to supply some questions that can help you figure it out.

Start by asking yourself:

  • What is the personality of your show?
  • What does it look like?
  • What does it sound like?
  • How does your brand think, act, and see the world?

If you can’t answer these questions you are still on step one.

If you can answer these questions you are off to a good start but it doesn’t mean you are ready for the next step.

Before you move on, ask your audience the same questions.

Only if the audience can answer the questions, AND their answers match yours, have you completed step one.

Of course, if you need help with either step or aren’t sure where you are in the process, you can always hire a good mechanic.

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