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The problem with intuition and creativity is also what makes it so valuable

Opinion

The problem with intuition and creativity is also what makes it so valuable

Steve Jobs once said, "When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesise new things.” DDB regional chief creative officer for Australia and New Zealand Damon Stapleton explores the difference between processes and intuition, and why we should respect that the latter can't be incorporated into a formula.

Design

Agencies have many ways of wooing clients. They wine and dine them. They try to win awards. They send out press releases to trade media. They try to destabilise the incumbents. They invest in fancy offices to create the perception of success should they visit. And they also show off their work, their strategy and their talent to online visitors.