Ideas for the sake of ideas
While reading through the Jigsaw blog I came across a post about our OrangeAid internship program. To summarize, the post talked about our very first OrangeAid interns and their experiences, as well as a couple of “life lessons” learned along the way while working in the crazy world that is advertising. As I was reading through, I was captivated by something that Dan Kowalsky (one of our interns) wrote. He was quoting one of the Jigsaw mentors when he said that “we (as students) were used to thinking in an academic setting” i.e. we think of things in relation to what kind of expected response we will get. He gave a great example of asking ourselves “How good does this document have to look to get an A?”
Well, as someone who is still in school, I can tell you that he is right. At the risk of sounding like my freshman intro to Psychology course, I will say that we are sort of conditioned to think in a way where we behave according to the expected response. This realization really saddened me. What about the thrill of creating ideas just to create ideas? Where does that leave room for strokes of genius or Eureka moments? The truth is it doesn’t. This is probably one of the reasons why the world of advertising is so fascinating not just for myself but for all those who live in it. We live for unexpected responses and push the envelope as far as we can because we can. It is the freedom of ideas and the energy of those ideas that seduces us into living this crazy world.
Sure, the downside to the awesomeness that is advertising is that our work is constantly being edited by clients, peers, and even ourselves. As Dan also mentioned in his post “your work must be tweaked, tweaked, and tweaked some more until is near perfect” because let’s be realistic here, not every idea from your head will make sense on paper (trust me I have tried it). But just because we should edit our ideas and just because we might need to aim for an expected outcome does not mean that we shouldn’t enjoy the raw power of a fresh new concept or bask in the uncertainty of our ideas.
So I guess what I am trying to say is that if you ever truly get one of those “Eureka” moments you should enjoy and appreciate them because that is the epitome of what being in this industry of ideas is all about.