Hey impatient executives, deadlines don't create great ideas - Understanding how creative mind works may help!

For almost three decades, I've been at the heart of the creative world, watching brilliant ideas bloom and wither, and I've learned a thing or two about how creative minds tick. It's a delicate balance of chaos, one that often puzzles those on the outside looking in.

You've seen it, haven't you?

Those creatives who sometimes whip up brilliant solutions in a flash, and other times seem to be struggling, only to rush in at the last minute with unbridled enthusiasm or tiredness. It might appear erratic, even frustrating. It's enough to make anyone scratch their head and wonder, "What's going on in there?"

But there's a method to this madness, when understood, can lead to wonderful results and working experience.

Let's clear something up: those periods of apparent inactivity? They're far from "nothing." Think of it as a mental greenhouse where ideas are germinating. When you see a designer gazing into the distance, their mind is buzzing with activity, connecting dots you can't see. This incubation isn't passive—it's a cocktail of thinking, researching, and sometimes intense brainstorming. The timeline? Well, that's as unpredictable as the weather.

"Deadlines are the gravity of creativity; they give shape to ideas but push too hard, and you'll crush innovation."

Now, about those eureka moments that seem to come out of the blue—they're not random strokes of luck. They're the grand finale of a well-oiled thinking machine. These creative brains are constantly trying to connect dots and find stories out of thin air. Sometimes connecting these dots and making a story out of them can be quick, while other times it may take longer. This is because every creative problem is unique. It's like watching popcorn; kernels heat up slowly until they suddenly burst into life, and every kernel takes its own time to pop.

Here's a secret: data in the right context is always helpful, but it's just a starting point. It's like a map showing you where to dig for treasure. The real magic happens when creatives take that map and figure out how to turn the treasure into something beautiful.

But let's talk about the unsung hero of the creative process: the brief. A good brief isn't just a to-do list; it's the spark that sets imaginations on fire. It should paint a picture, share inspirations, set clear boundaries, and dive into what makes the audience tick. This is where the real magic begins.

I've sat through more briefings than I care to count, and let me tell you, the good ones are rare gems. When clients try to motivate with just deadlines and dollar signs, they're missing the point. Creatives might smile politely, but inside, they're probably thinking some choice words.

So, here's my plea to anyone working with creative teams: invest time in your briefs. It's like planting seeds; nurture them well, and you'll be amazed at what grows. When you show you value the creative process, not just the end product, you unlock potential you never knew existed.

And please, don't roll your eyes when designers ask for more details after you've given the basics. These questions aren't a sign of cluelessness; they're a sign of commitment. They want to get it right, to make your vision come to life in ways you might not have imagined.

Now, let's dive deeper into some crucial aspects of working with creatives that often get overlooked:

Understand the iterative nature of creativity Like any complex process, creativity is iterative. Patience is key, and course corrections are often necessary. When your gut says "no" to a presented idea, but you're struggling to articulate why, don't rush to judgment. Take a deliberate 10-15 minute break. Use this time to reflect and try to articulate your concerns. This pause can make the difference between a knee-jerk reaction and constructive feedback.

"In the creative's heart, vulnerability and bravery dance a constant tango; one cannot lead without the other."

Providing constructive and collaborative feedback is crucial. Yes, you might be frustrated. Your boss might be breathing down your neck. There might be pressing business reasons for speed. Communicate these time constraints to the team, but remember: a well-crafted constructive feedback session is critical for reaching better creative solutions quickly. Trust me, it's a "make it or break it" moment. Invest those extra minutes in clear, specific feedback – it'll save time and boost results in the long run.

Try to understand the mindset of passionate creatives. They might not be 100% sure about certain ideas, but there's usually thought behind their choices. Engage in friendly conversation to uncover other ideas they considered. Ask why they didn't pursue options you find intriguing. This dialogue can unearth valuable insights and foster a collaborative atmosphere.

Be specific in your feedback Always strive to tell your creative team what you liked, what you didn't, and most importantly, why. The 'why' is crucial. The more detailed your opinions, the better aligned your team or agency will be with your vision. This alignment leads to more efficient iterations and better end results.

Approach reviews with an open mind Finally, maintain an open mind during creative reviews. What's presented might not be exactly what you expected, but that doesn't mean it lacks value. Before reacting, ask yourself, "Is there anything I can take from this?" Sometimes, the most innovative solutions come from unexpected directions.

In the end, understanding the creative mind isn't about control or rushing. It's about creating an environment where ideas can flourish. When you fully engage in the creative journey, from briefing to the final product, you're not just getting work done. You're embarking on an adventure of discovery and innovation. And trust me, it's a ride worth taking.

So next time you work with creatives, remember: you're not just managing a project. You're conducting an orchestra of imagination. Give it the right conditions, and the symphony it produces will be music to your ears—and your bottom line.

www.helveticans.com