Searching for Ideas
IDEAS ARE THE lifeblood of advertising. Without them you’re dead. But how do you find and develop them? John Hunt, a legendary ideas machine and co- founder of TBWA Hunt Lascaris, doesn’t believe you can lay down a set of rules for making ideas, but in a global career he’s found patterns of idea-generating behaviour evident everywhere.
Hunt’s observations on how ideas come about are set out in his new book The Art of the Idea. It’s a deceptively simple work of only about 10 000 words. Hunt observes that ideas are stimulated by a “sunrise personality” (who gives out energy, unlike the sunset person, who sucks it in); idea democracy (anyone can have one); your instincts (trust them); size (if you’re going to leap, you might as well quantum leap); diversity; and stimulation of the unusual.
Against them are the idea