Dr. Glenn Griffin (Ph.D., The University of Texas at Austin; M.A., B.A., The University of Alabama) has taught courses in creativity and portfolio development for more than 20 years and is also an author and researcher. His research, focused primarily on the subject of advertising creativity, has appeared in the Journal of Advertising, Psychology and Marketing, the Journal of Interactive Advertising and the Journal of Advertising Education, among other publications. He has also written for Campaign (UK) and HOW magazines. In September 2010, his co-authored book, The Creative Process Illustrated: How Advertising’s Big Ideas Are Born (with Deborah Morrison), was published and became a top 10 best-selling book on advertising creativity. Dr. Griffin’s students’ work has been featured in both national and international press, including Advertising Age, Adweek, Archive and CMYK magazines and recognized by The One Club, the Art Directors Club and the Clio Awards, among other organizations. In 2015, he was honored to receive the Donald G. Hileman Educator of the Year award from the American Advertising Federation’s 7th District.
He has been invited to speak about the creative process and the power of ideas at events such as the SXSW Interactive and EDU Festivals, the HOW Design Conference and in consultation with a variety of corporate and academic organizations.
- Creativity isn’t magic. The superstition around it divides us. Everything we know about creativity through science and research shows that every human being with a normally functioning brain is a creative being.
- Creativity is purpose driven. An idea is only creative if it is useful and useful to more than one person. The goal is to push humanity forward. Everything weird and or different is not necessarily creative.
- Understanding the way our minds work as individuals allows us to make our minds work better and more efficiently.
- If you’re paid to think for a living it’s best to know how to put your brain in gear and on the right setting so you can be as productive as possible.
- Creative Process Dimensions: Identity—Which one are you?
- Explorer—draws inspiration from everything around them.
- Collaborator—likes brainstorming in a team. Appreciates the synergy working with different expertise and perspectives around the table.
- Believers—would rather not over analyze the process and risk compromising it. The process must be protected.
- Executors—they have a plan and trust the process.
- Seekers—enjoy the hunt. No stone is left unturned.
- Dimension: Experience—How does it influence the creative process?
- Builds confidence
- Offers perspective
- Acknowledges reality
- Promotes sharing
- Dimension: Rhythm—How does the work move forward and get done?
- Step by step—the process unfolds in a series of steps.
- Waiting, persisting, persevering—the process, although slow and tedious, continues until a solution is found. Often the rule rather than the exception.
- Coping with fear and doubt—developing a plan to overcome the fear and doubt that inevitable strike every creative. Channeling the inner voice that says, “You can do this.”
- (Not) watching the clock—a part of the business. Time is always a factor. The goal is to do the best work in the time allotted.
- Dimension: Values—What are some of the guiding principles?
- Quality ideas come from large quantities of ideas—your first idea is not the best. Your best idea is buried in a stack of 900.
- It’s important to ask questions—stay curious. Challenge the conventional wisdom.
- Creativity is an act of rebellion—a part of the creative soul. New ideas challenge the status quo. They can make people uncomfortable. They require bravery.
- A proper work environment is important for creativity—create in a place that feels good.
- Clients don’t have to be the enemy—clients know their products better than anyone. Respect them and they’ll respect you. Make them part of the team.
- Dimension: Rituals—Feed the brain so it can do its best work.
- Embrace your habits
- Break up the work with play
- Find relevance in the irrelevant
- Indulge your comforts
- Pursue other passions
- Dimension: Emotions/Moods/Virtues—What is the right mix of personal qualities that helps facilitate success as a creative professional?
The Creative Process Illustrated by Dr. Glenn Griffin and Deborah Morrison
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