Issue 10 of Copywriting 101
“Advertising is about constant innovation. Always go against the stream!" So says Pelle Sjönell, Creative Director at BBH in New York. Going against the stream is a strategy that has proven consistently successful for the world’s biggest brands. But that's easier said than done. Zigging when everyone else zags demands courage – and creativity. Put simply, creativity is the ability to solve problems in new ways. All human beings are creative (some more than others). But like cross-stitching and croquet, creativity takes practice. If you challenge yourself to think and do differently, you soon build up your creative muscles.
• Do: Get creative in bed … keep finding new ways to get in and out of bed in the morning and at night. How long before you’re back doing it “the classic way"? A day? A week? A month? A year? Practise, practise, practise.
All tips and insights are from the book Sälj det med ord (Sell it with words) written by Mattias Åkerberg