MY DAILY RITUAL FOR COMING UP WITH IDEAS.

When I made the transition from music to advertising as a career I was doing something that was not native to me, which was coming up with ideas for others and not myself and for things/products I was not directly attached to and all with a firm deadline.

To do this I soon realized I had to re-train my brain to perform more on demand.

So I set myself a rather strict rule – I would come up with three new ideas every day without fail, no excuses (unless I had a ravaging flu and high fever, then I may give myself a pass).

That was back in 1991 and I am still doing it today, every single day, including weekends.

Yes, you heard me right, that’s 21 new ideas every week, and 1,095 per year (1,096 in a leap year for those that want to get picky). Hope I did that math right; it’s not my forte.

Of course, many times I come up with more than three, but that is the minimum number I allow myself.

This is not my only method I use to generate ideas, I have quite a few that I use to crack a new brief or challenge, but this is the one I use no matter what even when I am not working on a specific project.

These ideas are not all advertising or brand related; to be honest I often avoid that so as to stay fresh. They can be for anything, I allow myself to just think freely. I don’t restrict the process. And they are never, I repeat never, connected to an actual project I’m working on.

But this method requires dedication if you really want it to work, and that is the hardest part about it. Plus it takes time to see the results.

As a creative person in an advertising agency, design firm, or similar, your career longevity and success hinges on your ability to generate ideas consistently, on brief, and on deadline. 

Students have asked me, many a time, what if I can’t come up with any ideas for a brief…my response is always – “That can’t happen if you want to do this for a living.”

Anybody that knows me well enough knows that I do not go anywhere without a Moleskine and a pen (I even carry a spare pen just in case the other one runs out…I used to be a Boy Scout – “Be Prepared”).

I’ve lost count of how many Moleskines I have gone through in my life, oh and by the way, if you’re reading this Moleskine I’d love a sponsorship. 

So what kinds of ideas do I come up with? Here’s a brief insight to some of the things I dream up.

• Names for anything.
• Product ideas.
• Shop ideas.
• Food ideas.
• Logo ideas.
• Band names.
• Possible product or brand names.
• Chair designs.
• Book ideas.
• Film ideas – feature and short.
• Song ideas.
• T-Shirt design ideas.
• Packaging ideas.
• Art ideas.
• Business ideas.
• App ideas.
• Photography ideas.
• Video content ideas.
• Home wares product ideas.
• Bag designs.
• Things to make by hand.
• Domain names (I own a few hundred now, and actually sold one just last week).
• Ideas for a better planet.
• How to upcycle something to make something new.
• And yes, sometimes even advertising ideas…but as mentioned, not for a project I am working on.

Are these ideas supposed to be brought to life? No not at all. If I feel there could be something in an idea I may explore it, as mentioned I have a domain name bank and some are for sale, also I have come up with t-shirt ideas that have ended up on the racks at Opening Ceremony, Lord & Taylor, Isetan, Uniqlo, and other fine retailers.

I am also in the process of developing and app idea I came up with through this process and a bike stand concept as well.

The theory behind my method is that you are training your brain to perform. If you want to be the best pitcher in baseball you don’t just toss a ball in the yard every weekend. If you want to win gold at the Olympics for swimming you don’t just go for a dip when it’s hot. 

What you do is train, and that’s what this method is doing…training your brain to perform faster and produce more ideas.

Plus it’s important not to edit or judge your ideas, just keep them coming, you are not being judged by anyone and you shouldn’t judge yourself either. It’s an exercise, not a competition.

I totally understand that this may not be for everyone, and that’s fine, but I have to say that it has worked for me.

It has allowed me to have the career I have and be able to perform on call and come up with ideas faster than I’d imagined possible. 

This technique is not only meant to benefit creative people, it can help anyone.

Maybe you are looking for new ideas for a part-time business to make money on the side, maybe you’re looking for new ideas for expanding your business, maybe you’re a chef looking for new recipe inspiration, and so on.

By tweaking your brain and making it an ideas machine you will find it easier and faster to generate the ideas you want or need. 

So the next time you’re sipping a coffee or cold beverage, or just sitting on the sofa, train, or wherever, pick up a pen and start scribbling down ideas in a notebook. There’s nobody judging, nobody will be telling you if it’s good or bad. 

The more you do it the faster and better you will get. I’d love to hear from anyone who starts this and how it works for them. But remember, it’s like surfing, you wont be a master of it immediately…give it some time and you will see the results.

? Rodd Chant 2015

I will soon be launching creative workshops, classes, boot camps, and one-on-one creative training sessions. This is something I have done over the years and thoroughly enjoy it. I have taught classes, groups, brand teams, and individuals in Sydney, Singapore, New York, and Hong Kong. These will be for individuals, small groups, corporate brand teams, and more, some online and some in person in NYC, Singapore, Bangkok, and Hong Kong (and maybe more cities to be announced soon). If you’re interested drop me an email here – [email protected]