{"id":3797,"date":"2025-10-30T12:34:17","date_gmt":"2025-10-30T17:34:17","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3797"},"modified":"2025-10-30T12:34:18","modified_gmt":"2025-10-30T17:34:18","slug":"anyone-can-be-creative-and-i-sincerely-mean-that-please","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/anyone-can-be-creative-and-i-sincerely-mean-that-please\/","title":{"rendered":"Anyone can be creative, and I sincerely mean that, please."},"content":{"rendered":"
\n
\"A
If you think about it, the growing prevalence of remote work is literally a dream come true.<\/figcaption><\/figure>\n<\/div>\n\n\n

There is, and probably always has been, an epidemic of people thinking they aren\u2019t and\/or can\u2019t be creative, and it sucks beyond the telling of it.<\/p>\n\n\n\n

It\u2019s not specific to advertising (the number of times my mom has said, \u201cGosh, I wish I were as creative as you and your brother,\u201d like, Mom, where do you think it came from?<\/em>), but in an industry that has an entire job designation of \u201cCreative,\u201d it\u2019s easy to start believing creativity is the purview of one type of person. We divide ourselves into \u201ccreatives\u201d and \u201cnot creative, but that\u2019s okay because you\u2019re good at other things,\u201d or, even worse, \u201chey, it takes creativity to make a Gantt chart,\u201d like, WOW.<\/p>\n\n\n\n

Anybody can be creative \u2014 in the traditional way we think of being creative \u2014 and I know this because we all started out as kids, and kids are WILD. Kids create entire play-pretend worlds with fully fleshed-out characters. And they will lay those worlds on you with absolute seriousness, like whatever is going on in their head is a perfectly commonplace extension of reality such that you should be able to understand it. It\u2019s the best.<\/p>\n\n\n\n

And it\u2019s not some kind of scale where the most wildly creative kids go on to creative careers. When I played Barbies as a kid, my Barbie didn\u2019t have a Dream House, she had a home office<\/a>, and she didn\u2019t need a Ken because she had a career. You have never met a more pragmatic Barbie-player-with than young Caperton, and now I literally pay my bills by being creative.<\/p>\n\n\n\n

So here\u2019s my unexpectedly emotional appeal about all that.<\/p>\n\n\n\n

Consuming fiction is an exercise in creativity.<\/h2>\n\n\n\n

Or maybe we\u2019ll call it a gateway drug to creativity. Sure, producing<\/em> fiction is obviously a more substantial application of it. But being able to insert yourself into a created world and move around in it takes a degree of open-mindedness that is inherent to creating things. Willfully suspending disbelief takes at least the tiniest grain of creativity. Thinking, I\u2019ve never been in space before, and I don\u2019t even believe in aliens, but yeah, let\u2019s go for it, let\u2019s all pretend we\u2019re in space<\/em>, and y\u2019all, don\u2019t look now, but you\u2019re doing a creative.<\/p>\n\n\n\n

No, it wouldn\u2019t suit to crank through an AI-generated, formulaic murder mystery of an evening and think, \u201cWhy, I am artiste.\u201d But if you\u2019re on the fence, if you\u2019re reluctant, if you have Creative Feelings but don\u2019t see any path from wishing you were creative<\/em> to actually being creative<\/em>, there you go.<\/p>\n\n\n\n

The idea of \u201cstupid ideas\u201d is a stupid idea.<\/h2>\n\n\n\n

Which is to say, there aren\u2019t any inherently<\/em> stupid ideas.<\/p>\n\n\n\n

I think a lot of this, particularly in the ad industry, arises from the fact that we are trying to solve problems \u2014 we have goals to achieve \u2014 and not every idea is a good solution for the problem at hand<\/em>. What if we did the entire ad in Italian? Well, the audience is American, and the product is toilet cleaner, so probably not, but hold onto that idea for later. Maybe literally put it in a document called \u201cIdeas for Later,\u201d because the solution you found just now could be a solution to a different problem later<\/em>.<\/p>\n\n\n\n

The reason I always start brainstorming sessions with a few minutes of the worst ideas we can possibly think of is to get everyone comfortable with having \u201cbad ideas,\u201d and having them in front of other people. Because even the worst ideas can have something<\/em> usable in them, and going into the creative process with pragmatism in mind is a great way to limit yourself and not come up with any really good \u201cgood ideas.\u201d <\/p>\n\n\n\n

Ineffective, implausible, racist \u2014 there are plenty of reasons an idea might not be viable for the purpose at hand. But stupid<\/em>? Stupid<\/em> just means \u201chold onto that for later.\u201d<\/p>\n\n\n\n

Remember that problem-solving is creative.<\/h2>\n\n\n
\n
\"Four
Play-pretend competence and confidence.<\/figcaption><\/figure>\n<\/div>\n\n\n

Catch what I said a few paragraphs back: solution for the problem at hand<\/em>.<\/p>\n\n\n\n

Yeah, I know I said the whole \u201cit takes creativity to make a Gantt chart\u201d thing is trite and condescending, and we don\u2019t do that stuff here, please and thanks. But it\u2019s true that finding a solution to a problem, when all the traditional methods have failed, is an inherently creative act. There\u2019s a whole category of ads called \u201cvisual solves<\/a>,\u201d and if you want to talk about being jealous of someone else\u2019s creativity, sit next to me while an art director does their job. I\u201dm consistently in awe.<\/p>\n\n\n\n

If you can only see creativity as solving \u201cproblems\u201d like \u201cthere should be an Art Thing there but isn\u2019t,\u201d you\u2019re going to be blocked. But that\u2019s upper-level stuff. Think of all the times you\u2019ve approached a problem sideways, or come up with a solution no one else could find. You\u2019re already there.<\/p>\n\n\n\n

If you want to limber up your creative muscles a bit, give yourself some \u201cproblems\u201d to solve. Find some writing or doodling prompts online, and then go at it. (If you demand to spend money, my belovedest art director got me Wreck This Journal<\/a><\/em>, which is both artistically and emotionally satisfying.) Do your best not to limit yourself or judge yourself. Start with little things, and gain confidence to move up to bigger things. See what\u2019s in there that you didn\u2019t know was there.<\/p>\n\n\n\n

Find your childlike ugh whatever gross forget about it<\/h2>\n\n\n\n

We talk about how we \u201cforget\u201d how to be creative after a childhood of play-pretending, but it\u2019s worse than that: We make ourselves stop doing it<\/em>. We tell ourselves creative play is a worthless, unproductive thing \u2014 \u201cworthless\u201d in the sense of \u201cnot having or producing value\u201d \u2014 and something to be set aside in favor of Grown-Up, Important Things as we grow up. And then, when we find ourselves unable to problem-solve or even just find ourselves jealous of someone who hasn\u2019t set it aside, we don\u2019t make the connection.<\/p>\n\n\n\n

I honestly hate that this is a thing I need to write about at all \u2014 that there are people who crave creativity but feel it\u2019s beyond them. I hate that my mom has ever felt inadequately creative because my brother and I write for a living. I hate that I have this thing that makes me so happy and I can\u2019t share because people want<\/em> it but don\u2019t think they can have it. Please, have faith in yourself that you can have it.<\/p>\n\n\n\n

And for the love of all that\u2019s holy, if you have kids, or have any kind of influence over young people, don\u2019t do the thing with the making them stop being creative. Don\u2019t stop them from playing and pretending because they\u2019re Getting Too Old for That Kind of Thing. Join in on the playing. And not because childlike wonder, blah blah, uninhibited blah blah whatever \u2014 because they have a skill you need, and the best way to learn it is at their knee.<\/p>\n\n\n\n

If I, as a college freshman, hadn\u2019t discovered a field that directly connects creativity with paying the bills, I don\u2019t know what career I\u2019d eventually end up in, but I\u2019m pretty confident it would be frustrating. Don\u2019t roll the dice on being that lucky. Start \u2018em young, and if you\u2019re already not-young, start yourself at whatever age you are. However you want to use it, however far you want to go with it, use it that way and take it that far. Anyone can be creative, and I sincerely mean that.<\/em> So please.<\/p>\n\n\n\n

Please.<\/p>\n\n\n\n

Just\u2026 Y\u2019all, please.<\/p>\n","protected":false},"excerpt":{"rendered":"

There is, and probably always has been, an epidemic of people thinking they aren\u2019t and\/or can\u2019t be creative, and it sucks beyond the telling of it. 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