Speaking of introverts, is not the creative process generally a solitary one?

September 15, 2010

The artist works alone.

I’m not sure if “pleased” is the right word but I share with others a relief of sorts knowing that I’m not the only introvert making a living in the creative ranks of Adland. Since my last post on the subject, a fair number of readers commented or emailed me directly stating that they too are introverts and that it has periodically caused them a fair amount of pain. But mostly they were just relieved to be acknowledged and, in turn, respected.

From Chad:

I’ve been an introvert trying to come off as an extrovert for most of my life. Perhaps this is the source of my internal conflict. Even in the company of my closest friends, sometimes my own head is a more comfortable place to be. Mine, too, can be a bad neighborhood at times. After all, it’s where the selfish and resentful things are. But it’s also where I find most of my inspiration. Like Luke seeking Vader in the dark corners of his mind, I face the demons, learn and emerge stronger in my resolve. As a creative, this is invaluable. Nothing, for me, is scarier than the blank canvas. And no amount of socializing will paint the picture. I have to go “upstairs”. Alone. Shut the door and create.

I can relate, Chad, especially with your last sentence: “I have to go upstairs. Alone. Shut the door and create.”

For years now the talk in our business has been about integration, unification and collaboration. Brought about by new media, we (not just ad people, all people) are connected in ways before unimaginable. Naturally, it was required the creative process follow suit. And so we are. Working in confluence with others, adding digital and new media specialists into our midst, building off each others ideas; these are becoming standard practices at agencies all over the world. At the Hyper Island Master Class (digital training for advertising professionals), we are told that even the writer/art-director dyad is obsolete. Two people are no longer sufficient for creating robust integrated marketing concepts. Hmmm.

These changes are almost certainly for the better but there is a wrinkle: the creative process is, and in certain respects always will be, a solitary one. Individuals conceive the vast majority of all artwork, be it books, paintings, essays, poetry, sculpture, plays, etc. Obviously, producing music, films and other forms requires collaboration but chances are the essence of the product belongs to one creator. And chances are that person was or is an introvert.

Introverted or extroverted, creating concepts has a deeply personal component that cannot be ignored. Even traditional teams worked apart and then “presented” ideas to their partner. As a copywriter I value privacy to “shut the door and create.” As a creative director I must respect the same desires from all who work for me.

One of my favorite pieces of Leo Burnett lore is the famous ad man’s salute to the “lonely man…the man at his typewriter or his drawing board or behind his camera or just scribbling notes with one of our big black pencils – or working all night on a media plan.” Darn near admonishing his troops, Leo tells them if and when “you lose your respect for the lonely man…THAT, boys and girls, is when I shall insist you take my name off the door.” ‘Nuff said.

For those interested, here is the transcript of Mr. Burnett’s speech, from 1967.

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3 Responses to “Speaking of introverts, is not the creative process generally a solitary one?”

  1. tjay said

    Unfortunately, yes. Creative is solitary. And Mr. Burnett must be positively spinning by now. Not due to the state of things at the agency that bears his name, but from the all inclusive,’group think’ process forced on advertising creative industry-wide. Granted, inspiration can come from everywhere. Still, executing every suggestion, from everybody on every concept will lead to a big helpless mess that resonates with exactly no one.

    Inspiration and creative problem-solving are different. For the former, by all means, brain-storm — then add the results to the creative brief. For the latter, choose a creative professional, or even separate teams — small teams — then trust them. Solid creative execution is a careful process consisting of thinking and deciding, thinking and deciding, thinking and deciding. Groups do not think.

  2. Chad said

    Wow! Quoted in the same post as Leo Burnett! This is a new high for me, Steffan. I’ll try not to let it go “upstairs”.

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