creativity. digital. faith.

How does a creative stay in the game for the long run? More critically, how does one stay fresh and ahead of the pack? You are only as good as your next idea – so the saying goes – so here are a few tips to help you maintain the quality of your creative output and stay sane.

Outwit.

Some creatives think that creativity just happens. They believe inspiration cannot come on demand; they must patiently wait for it to drop onto their laps from the ether. Couldn’t be further from the truth. An idea is a result of the new combination of existing memories, thoughts and concepts. The creative who invests in opening his or her mind to new things will enjoy a stream of fresh combinations every time. The creative who does nothing to feed his mind will end up with nothing ideas.

Fresh ideas are premium in an age of stale, derivative stuff. Fresh ideas that outsmart competitors and break away from convention are what every client, no matter how conservative, secretly wants from you. They may kill your fantastic concepts 99.99% of the time but take heart: if you keep trying, one killer idea will get through.

Outlast.

Creatives are usually taught how to churn out ideas on a daily basis. Few are ever taught how to persevere. This is why some have given up trying to raise the bar for themselves. They are always complaining about how weak-minded clients are, how clients never buy anything good, or how great things were in the Nineties (or Eighties depending on their age).

So how do you stay in the game for the long haul, creatively?

First, take your work less seriously. Remind yourself that it’s only advertising/graphics/webpage/radio/TV – stuff that’s fleeting at best. Even the best campaigns in the world are replaced with new ones over time. This will reduce your blood pressure and ensure you don’t end up in an asylum or become a real bitch/arse to work with.

Secondly, keep abreast of the latest. Know what’s happening in the world. Read. Listen. Watch. Share what your discoveries with others and they will share their goodies with you.

Thirdly, have a conscious desire to want to do better work. Like an athlete, don’t settle for second place. Be the best you can be for your clients and yourself. Dream in lightyears and take each day as a small step towards that dream.

Outplay.

Take time-outs regularly to invigorate your body, soul and brain. You aren’t a robot: if you keep trying to outdo yourself without taking a break, you will burn out – I can guarantee this from my own experience. Once burnt out, it can take ages for you to get back into the game. And this doesn’t do you, your company and your clients any good whatsoever.

So go play foosball. Take up kickboxing. Sleep for a week. Read a good novel. Have sex on a secluded beach. Forget about work. Just go play. If you come back to work and you immediately feel tired out, you haven’t played enough.

These tips will help you be a creative survivor in the fast-paced, competitive creative industry and come out on top.