"If you want the creative process to work, you must accept that it is messy. Instead of inching your way, step by step, from data to solution in a logical progression, it's best to generate a chaotic array of possibilities and test them out on the problem until something clicks. Jump to conclusions without worrying about how you cross the intervening gap."
"To this day, clients ask how we got the idea. They want to know what market research led us to the insight, then the foundational idea, and finally the Betty White script and campaign that drove millions to eat more candy bars. People always assume it was an act of brand-purpose oriented, data-driven, logical deduction: When you're hungry, of course you act irrationally."
Good ideas originate from a willingness to generate many bad ideas. The creative process is messy and benefits from producing a chaotic array of possibilities and testing them until something clicks. Rapidly jumping to conclusions without worrying about the intervening gap can accelerate insight. An agency developed the theme "You're not you when you're hungry" for Snickers, which became one of advertising's most successful campaigns. The campaign launched with a Super Bowl spot in 2010 featuring Betty White being tackled and expanded to 83 countries. The insight was not purely data-driven; Snickers had become humdrum and fallen to No. 7 in the chocolate category, creating a need to revitalize the brand.
Read at Entrepreneur
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