#johnhegarty

1 Be fearless - be single minded in the face of opposition

2 Keep it simple - don't try to say or do too many things at once

3 Stop thinking, start feeling -creativity is driven by the heart, we respond more to emotions than logic

4 Get angry - channel the things that annoy/upset you into more creative tasks rather than getting stressed

5 Juxtaposition - don't be afraid to place two things next to one another that wouldn't normally sit together - even in your head

6 When the world zigs, zag - look in the opposite direction to everyone else

7 Avoid cynics - they drain your confidence - see number one

8 Ask Why? a lot - question everything like a child

9 Philosophy - always be looking, thinking, watching. Absorb everything around you

Creativity is Launching Something "Un-Original"

  “Creativity is taking a number of known assets and re-arranging them in a way that sparks the imagination”.

I love this quote from BBH founder Sir John Hegarty, who was considering the value of creativity in this months issue of Marketing Week UK. A great read by the way. Follow the, on Twitter @MarketingUK

The iPhone is a great example of what Sir John highlighted. It had nothing new in it when it launched, but what they did brilliantly was rethink what a mobile device was for. Nokia was focused on many smaller phones. The iPhone was bigger, but it reassessed what we wanted. It was a classic piece of creativity.

That presentation, with Steve Jobs launching the original iPhone way back in November 2007, goes down in my books as one of the greatest business presentations of all time. (It seems ages ago now doesn’t it, but almost like yesterday at the same time)…