Lawrence Medina

Finding out what “works” in anything can be quite a difficult thing to accomplish. It would typically require years upon years of experience… This however will be from the view of an amateur that strives to be able to do the very thing I’m questioning.

How do you find out what “works” in creative?

Well… I’m not done with that quote from Mr. Ogilvy. There was one word that stuck out to me in the quote. I hope you’ll agree as well:

“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”

― David Ogilvy, Ogilvy on Advertising

Did you see what really sticks out in this quote? One word alone.

Interesting.

Does Interest Lead to Creative that “Works”

If we go simply by Mr. Ogilvy the answer may just be a simple yes. Which would mean… This post is over and done with, but that would be boring—and of course the answer is never that simple.

Finding an interesting angle in anything can be a difficult thing to do—especially if you find what you are discussing, well… boring.

Now, how do you create interest from any idea? Some people might think, “You need to create something new and original!”

Yes! That’s a great idea! But good luck. To strive for originality on any topic is a monumental task—one akin to slaying a giant with a pebble.

Maybe, you’re a creative genius however. The David to end all Goliaths, to those of you that can accomplish these feats of creative prowess. I congratulate you.

To the rest of us creative plebs, may I offer a single solution to finding creative that “works.”

Perspective.

Look at the object, product, or idea through a different lens. This could be any sort of lens—even if it’s an industry you aren’t fully familiar with. From there you can create something better than just being creative. You can create something eye-opening.

Eye-Opening Perspective to Create Interest

How do you create that eye-opening moment? As stated, it is perspective. This could be seen as something creative—but for all intents and purposes, we’ll be looking at this—not as a creative feat, but a new way to view something.

The new view could simply be a different way of looking at the subject at hand. A different way of understanding how a product can be used or advertised.

Interest sells after all. If you need to spark intrigue in your product and you find yourself going in circles with the same phrases and what it can be used for… Then you’re in need of a fresh take. A new perspective.

Let us move forward and find a new way of looking at everything around us. To spark a new creative revolution… We’re going to need a lot of eye-opening moments.