Creativity is not linearity

Too often we take creativity for granted.

We presume the creative process to be linear. We receive a brief. We determine a solution. We pursue it. We deliver.

Especially if we’ve been doing it for a while. We’ve burnt a path through enough neurons to move through the creative process unimpeded.

It feels fast. It feels right. But unfortunately it’s missing those precious moments of unintended consequence.

Of accidental outcomes.

And startling results.