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IHAVEANIDEA.ORG > ask jancy >  How can I come with crazier, edgier ideas?

How can I come with crazier, edgier ideas?


Hi Jancy!
I’m a budding copywriter nearing the end of portfolio school, and I’ve started showing my book around to CDs and other writers to get a bit of feedback. What I’m hearing is mostly positive, but with one major caveat: “you’re a good writer and you have good insights, but your work needs to be edgier/crazier/more award-annual worthy”. I totally get this, my only problem is, I have NO idea how to get to those “crazy” places. Any tips on how to let loose and stop being—as one CD called me—“a good little corporate girl”? Is there some secret brain-exercise I’ve been missing out on?

intro How can I come with crazier, edgier ideas?We highly recommend you get a copy of Tom Monahan’s excellent book, The Do-It-Yourself Lobotomy.
The brainstorming exercises he shares were career-making for us. We had the added benefit of hearing Tom speak, years ago, at an event in Toronto. He taught the whole, very large crowd, a technique he calls 100mph Thinking. You can do this with 2-5 people, and with literally anyone—it doesn’t have to be “creative” people. ideas stay safe and small when we edit ourselves prematurely. Tom’s techniques are designed to liberate your creativity by silencing the judge in your head. The trick is to use speed and quantity to get to quality. The goal during the exercise isn’t to get to the Big Idea, but to have as many ideas as possible—which means most of them will be laughably bad. But an amazing thing is revealed in the process: often, great ideas are sparked by “bad” ones. In reviewing the huge pile of ideas you’ll generate—in just a few minutes—you’ll see what we mean. This technique and others he shares mean you can have ideas on demand in a very short amount of time. Fear of the blank page is banished. Go get it, and have fun. You’ll be on your way to a better portfolio, and to being the creative person you want to be.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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