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One day Tom Waits was driving on a Los Angeles freeway when a fragment of a melody popped into his head. He looked around for something to capture the tune — a pencil or pen — but had nothing to record it.
He started to panic that he d lose the melody and be haunted by it forever and his talent would be gone. In the midst of this anxiety attack he suddenly stopped looked at the sky and said to whatever force it was that was trying to create itself through the melody “Excuse me. Can you not see I’m driving? Do I look like I can write down a song right now? If you really want to exist come back at a more opportune moment… otherwise go bother somebody else today. Go bother Leonard Cohen.”
Waits said his creative process and the heavy anxiety that permeated it changed that day. In releasing the creative force he realized that creativity “could be a peculiar wondrous bizarre collaboration and conversation between Tom and the strange external genius that was not Tom,” — Gilbert said.
Rich ideas: … Which is why, although it’s just playing with words, I prefer to think about Rich Ideas. Richard Huntington describes this kind of idea as ‘generous’ meaning it’s something that every agency and partner around the brand management table doesn’t just ‘get’, they can immediately think of a dozen great ways to bring it to life in their particular medium.
A Rich Idea might have instant appeal but it also has hidden depths, emotional resonance, inherent drama. If a Big Idea is like a high concept movie then a Rich Idea is like the premise for a soap opera or a series. It implies some development, some unfolding over time, some mystery.
Those high concept movies didn’t spawn a load of interesting sequels because they were so thin, the cinematic equivalents of one-liners, but a simple premise like the one for Buffy The Vampire Slayer — high-school as horror movie — conjours up an entire imaginary universe, one which its fans are still exploring. Give a good digital agency something like that to play with and they’ll do something magical, give them the average advertising idea and they’ll do a stupid flash game.
