What is a theory or a cultural phenomena?
- Theory: a system of ideas intended to explain something. e.g. Semiotics: the study of signs and symbols and their use or interpretation.
This content in this book is pretty surface level as it is simply describing the creative process of a number of successful creatives; but gives a brief but informative summary of that process, which could be simply built upon through further research.
Main Points:
- How are big ideas born (through different methods)?
- What is the creative process?
- How is the process personal to each person?
One practitioner mentioned in the book was Simon Mainwaring, a creative director/writer who believes in staying ahead of the curve, and that good ideas are simple, emotional and human; and that a strong 'gut instinct' and to not overthink the solution; and that the creative world should be approached in a fun approach.
"No matter how we approach creative work, it should be fun. The arts are an enormous playroom where we get to behave like children, never looking for answers where we are told to, but instead heading off in unknown directions" - Simon Mainwairing p.117
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