{"id":26377,"date":"2023-06-06T11:57:11","date_gmt":"2023-06-06T15:57:11","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26377"},"modified":"2023-06-07T05:47:43","modified_gmt":"2023-06-07T09:47:43","slug":"5-step-creative-process","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/06\/5-step-creative-process\/","title":{"rendered":"Foraging comes 1st in the 5-step creative process"},"content":{"rendered":"<h2>Gather raw material for your project<\/h2>\n<p>The first of the <a href=\"https:\/\/www.wyliecomm.com\/2022\/10\/5-steps-in-the-creative-process\/\">five stages of the creative process<\/a> is to forage, or stuff your brain with information and inspiration.<\/p>\n<figure id=\"attachment_32008\" aria-describedby=\"caption-attachment-32008\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32008\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/writing-process\/what-is-the-creative-process\/5-step-creative-process-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"5-step-creative-process\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;The right stuff&lt;\/strong&gt; Take a tip from the most creative people I know \u2014 The first step of bringing your idea to life is to search for resources. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/woman-holding-turquoise-file-documents-on-2094103819&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by New Africa&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png\" alt=\"5 step creative process\" title=\"5 step creative process\" width=\"450\" height=\"300\" class=\"size-full wp-image-32008 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32008\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/writing-process\/what-is-the-creative-process\/5-step-creative-process-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"5-step-creative-process\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;The right stuff&lt;\/strong&gt; Take a tip from the most creative people I know \u2014 The first step of bringing your idea to life is to search for resources. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/woman-holding-turquoise-file-documents-on-2094103819&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by New Africa&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png\" alt=\"5 step creative process\" title=\"5 step creative process\" width=\"450\" height=\"300\" class=\"size-full wp-image-32008\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/5-step-creative-process-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32008\" class=\"wp-caption-text\"><strong>The right stuff<\/strong> Take a tip from the most creative people I know \u2014 The first step of bringing your idea to life is to search for resources. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/woman-holding-turquoise-file-documents-on-2094103819\" rel=\"noopener\" target=\"_blank\"><em>Image by New Africa<\/em><\/a><\/figcaption><\/figure>\n<p>The better the information and inspiration, the more creative the result.<\/p>\n<h3>1. To be interesting, be interested.<\/h3>\n<p>So get out there and learn something.<\/p>\n<p>\u201cEvery really good creative person \u2026 has always had two noticeable characteristics,\u201d writes James Webb Young, the pre-Mad Men-era ad executive who invented the 5-step creative process and put it down in a book called <em>A Technique for Producing Ideas<\/em>.<\/p>\n<h5>\u201cFor it is with the advertising man as with the cow: no browsing, no milk.\u201d<\/h5>\n<h6>\u2014 James Webb Young, author of <em>A Technique for Producing Ideas<\/em><\/h6>\n<p>\u201cFirst, there was no subject under the sun in which he could not easily get interested \u2014 from, say, Egyptian burial customs to modern art. Every facet of life had fascination for him. Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk.\u201d<\/p>\n<p>So whether you\u2019re creating an advertising campaign or a blog post, start with market research, interviews \u2014 even Google the details you\u2019ll need for your project.<\/p>\n<h3>2. Don\u2019t skip this step.<\/h3>\n<p>Maybe you hate research. Do it anyway.<\/p>\n<p>\u201cGathering raw material \u2026 is such a terrible chore that we are constantly trying to dodge it,\u201d Young wrote. \u201cInstead of working systematically at the job of gathering raw material we sit around hoping for inspiration to strike us.\u201d<\/p>\n<p>That\u2019s not the creative process. That\u2019s procrastination.<\/p>\n<p>You won\u2019t come out of<a href=\"https:\/\/www.wyliecomm.com\/2022\/10\/incubation-in-creative-process\/\"> the incubation stage<\/a> with an aha moment unless you go through this, the insight stage.<\/p>\n<h3>3. Get out of your own backyard.<\/h3>\n<p>The farther afield you seek inspiration, the bigger your ideas will be.<\/p>\n<h5>\u201cAvoid creative incest. As with actual incest, the product of creative incest just keeps getting dumber and dumber and dumber with each generation.\u201d<\/h5>\n<h6>\u2014 Dan Kennedy, author of \u201cNo B.S.\u201d marketing books<\/h6>\n<p>Beware the \u201cbut-that\u2019s-not-like-our-project\/company\/style\/industry\/specialty\u201d reflex. If you\u2019re only willing to steal ideas from communications that are just like yours \u2014 say, the websites of Iowa insurance companies that specialize in agricultural coverage \u2014 your ideas will be as limited as your foraging.<\/p>\n<p>Marketing guru Dan Kennedy calls that approach \u201ccreative incest.\u201d<\/p>\n<p>\u201cAs with actual incest,\u201d he says, \u201cthe product of creative incest just keeps getting dumber and dumber and dumber with each generation.\u201d<\/p>\n<h3>Forage widely.<\/h3>\n<p>\u201cCreativity is an import-export game,\u201d writes Ronald S. Burt, a sociologist with the University of Chicago. \u201cIt is not a creation game.\u201d<\/p>\n<p>And the better material you import, the more creative your idea will be.<\/p>\n<div id='MC-BEF-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-41\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/writing-process-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/writing-process-training.png\" alt=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" title=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/writing-process-training.png\" alt=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" title=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Work with \u2014 not against \u2014 your brain<\/h3>\r\n<p>While we talk a lot about what to write \u2014 More stories! Fewer words! Shorter sentences! \u2014 we don\u2019t focus so much on how.<\/p>\r\n\r\n<p>Writing is hard because we weren\u2019t taught how to write. Instead, we were taught how to edit: how to spell, punctuate and use the right grammar.<\/p>\r\n\t\r\n<p>But there is a <em>how<\/em> to writing. Learn a few simple steps that will make your writing time more effective and efficient at <a title=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/writing-process-workshop\/\" target=\"\" rel=\"noopener\"><strong>Write Better, Easier &amp; Faster<\/strong><\/a> \u2014 our writing-process workshops.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>You\u2019ll learn to invest your time where it\u2019ll do you the most good \u2026 stop committing creative incest \u2026 even save time by editing <em>before<\/em> writing.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/writing-process-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p 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project<\/p>\n","protected":false},"author":6,"featured_media":32008,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[351],"tags":[349,416],"class_list":{"0":"post-26377","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-creative-process","8":"tag-creative-process","9":"tag-forage","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Foraging comes 1st in the 5-step creative process<\/title>\n<meta name=\"description\" content=\"The right stuff: Take a tip 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