Tag Archives: Joe Fournet

Lessons learned from SXSW

Recently at an American Advertising Federation Houston luncheon, Hugh Forrest, the interactive director of the ever-popular SXSW (South-by-South West) festival held each year in Austin, Texas, summed up lessons learned from the experience. While Hugh may be looking at these teachings from a SXSW perspective, they’re not exclusive to the festival.

They’re very applicable to life.

1.) If you try to innovate, you will inevitably fail.

2.) Failure breeds success.

3.) Turn weakness into strength.

4.) Patience. Patience. Patience.

Innovative thinking, let alone innovation, scares the heck out of people. It evokes change, and we all know what that means; the status quo is under attack. Attacking the various challenges inherent in putting on a wildly popular festival every year is risky business. You have to adapt, though. You have to appease, as best you can, your customers’ desires and needs.

If you’re lucky, innovation will lead to failure. Then, failure leads to success. Strange thinking, isn’t it.

Of course, we all need to learn from our failures, our mistakes. That’s the only way to realize some success.

In business, as in life, unpopular decisions are made.  They’re made for, hopefully, the good of the whole rather than the one.

Along the way, you discover different aspects of what makes you and your organization tick. There will always be areas (weaknesses) that need to be improved until you become quite good at them (strengths) or at least good enough to be acceptable.

Because of its popularity, SXSW has out grown Austin. You can still get tickets to go, but getting a hotel room is just about forgettable. Weakness. So, the event’s organizers are considering introducing a virtual element: Experiencing the festival from anywhere you happen to be. Strength.

You don’t have to be great at everything. Life doesn’t work that way. You must constantly improve, though, or else you’ll stagnate.

And in doing all of this, you gotta have patience, sometimes in rather large quantities.

As with any company or organization that tries to innovate, SXSW is continually learning . . . and growing . . . and failing . . . and succeeding . . . and learning . . . and, well, you get the drift.

Not a bad cycle to be in really.

Creativity Tip #98: Stupidity and Weirdness – Beware

Dealing with clients on all levels can be daunting. Requests made by them can at times make us think twice (if not more) regarding whether or not they’re serious. Alas, more times than not, they are.

The Creativity Tip here is to be on your toes with clients at all times. Keep your guard up, and never underestimate the power of weirdness – especially when it’s down right stupid. There are some “discussions” you’re not going to win.

I am a member of the Creativepool Network on LinkedIn. Below is an excerpt from a recent discussion with various creatives around the land talking about first-hand experiences of weird client requests.

 Warning: While humorous, remember, they are true. Sigh!            

“Could you do an actual LOGO instead of a font?” It was once said to me by a creative director.

“You make the logo as big as you can. (Now then) can you make the logo bigger”?

“They won’t allow us any more space. Can you make it look bigger without increasing the size?”

Client, after being asked for a payment for a month: “I am so sorry you need money so badly. If I can help you in any way, please let me know. I do not want you to go hungry!”

“Why do you want to reverse the type out of the background? Nobody will be able to read it backwards.”

“Why don’t we broadcast this commercial in black and white? That ‘ll save us a lot of money.”

“We want more but sadly the budget has been cut.” This was like going into a car showroom and saying, can I have that R8, but I’ll pay you for a TT. I wonder what the sales person would say?


On set for a TV spot, the client asks, “How come she isn’t wearing a red sweater? In the storyboard, the woman was wearing a red sweater.” 
We eventually lost the “it was an artist’s sketch in the storyboard” conversation, and got the woman a red sweater.

“Can you make her younger?”

VP of Marketing demanding that our ad copy go from gutter to the very edge of the pub: “All this blank space! If we’re paying for it, we’re going to damn well use it!” 
 (We say) Then you’re paying for an ad that bleeds. It will cost more. 
”Bleeds? Cost more? You people are all full of BS.” 
And this from a VP of marketing.

An oldie but a goodie: “I’ll know it when I see it.”


A restaurant client would not allow the use of the word “savory” because he said it made him think of “unsavory characters.”

“We need a few more used condoms, I think.”

Blue logo request: “Can it be more blue?”


Anyone who’s ever worked for Coca Cola or Pepsi will have learned that Coke’s ice is ALWAYS grey and Pepsi’s is ALWAYS blue. Chrysler was like that with their Pentastar; it was always a certain shade of blue. “You don’t f#*k with the Pentastar,” I was once informed.

A name-brand winery commenting on a bill for rented ice cubes in an ad for their champagne: “Why should I pay for something I can’t see?”


From a client who didn’t understand why a low res photo would not work at a larger size on a spread: “Can you use the picture now? I opened the picture in Photoshop and made it bigger, so now it is the resolution you need.”

Remember, no matter how weird or stupid, take a breath and live to fight another day.

Free Food for your Brain

Positive or negative. Informational or educational. Funny or serious. What about relevant? Yes. Yes. Yes. Hopefully!

Always striving to be pertinent and at least some of the above, this blog offers up thoughtful (most of the time) and informative material which helps provide a different perspective on the world of creativity and innovation. Sometimes it’s a Creativity Tip; other times, not. Today is one of those times.

For the solopreneur or small business/agency operator, attending conferences and seminars has become increasingly more expensive than it used to be. Granted, the ability to meet with and talk to folks face to face remains valuable. But sometimes, you just can’t justify the cost or time away from the office.

While there are a variety of online webinars, very few, it seems, are free. One in particular has gotten my attention because they not only offer a variety of valuable content, but they also go into great detail when presenting it. I refer to CreativeLive. I also refer to free.

Disclaimer here: I am not employed by them nor am I being paid for this mention and endorsement. They’re a good, viable resource.

Abstract design made of human head and symbolic elements on the subject of human mind, consciousness, imagination, science and creativity

“Diversity of the Mind”
Thanks to iStock Photo

Their approach to sharing creative knowledge is not restricted to the elements of design or writing, for example; however, that is a focus for some of their topics.

Recently, I’ve listened to experts on web design, blogging, being “creative on demand,” and selected a few

other topics during a solid “themed week” of live presentations.

Usually, the presenter gives away for download some instructional information. They also make available several other pieces which reflect, in detail, what is covered during the live show. If you miss these usually all day events, they rebroadcast it afterwards.

If you want anytime access to the broadcast and those other materials offered, you have the option of purchasing the presentation, and we’re not talking about hundreds of bucks here. My two separate purchases ran $49 and $79. Can’t beat that.

Whether it’s CreativeLive or some other venue of online presentation, consider going this route when you feel the need for continuing education at your own pace.

You’ll not only save some cash, but enjoy some delicious morsels of brain food. Bon appetite!

Creativity Tip #103: Your Creativity Sandbox

Whether or not we create anything for a living, there are times we just don’t feel very creative. Mostly, we create because we have to do so, to earn that paycheck, to satisfy the client. Granted, there’s nothing that says we can’t be happy about it or we can’t enjoy the process.

What do we do, though, when our creative juices start drying up or when we’re in between “have-to projects”?

Have you ever created something or begun a creative project simply for the helluv it, because you just wanted to do it?

little girl playing in sandbox

Thanks to iStockPhoto

There are probably various names or descriptors for this mindset like “unnecessary creative,”   “creative play time,” etc. Whatever you call it is up to you. I refer to mine as my Creativity Sandbox.

The point is to start something that will occupy your mind in a new or different creative endeavor so you can keep your creative juices flowing. Set aside some time (and maybe a special place) and just start.

I started this blog because I wanted an outlet for writing and expressing myself in ways other than what I mainly do for clients. I’m exploring different software packages (Adobe Muse for Web design, and Adobe’s Creative Cloud), listening to online webinars (CreativeLive), reading anything I can get my hands on relative to innovation and creativity as well as totally unrelated topics that simply interest me.

Anything to keep the brain alive and curious. It takes time and diligence, and some weeks I have neither. But I don’t want the juices to stop flowing. And neither should you.

Spend some time in your Creativity Sandbox as often as you can.

The iPod, iPhone, iPad, and now . . . the iDesk?

Since this blog talks about and attempts to showcase creativity and innovation, the following piece came to my attention via a newsletter from American Luxury Magazine. Give it a read sometime.

I couldn’t resist sharing this. It’s really cool and yet hard to believe it’s just a concept. For now.

Mac|Life (another good publication) has come up with the iDesk, a desk where much of the normal clutter on your desk will be replaced by apps and widgets. It is essentially a huge iPad.

idesk-concept-by-maclife

According to Mac|Life, the entire top of the desk is a touchscreen that can sync with all your iOS devices by just placing them on its surface.  You will have the option of using a digital touchscreen mouse and keyboard or sticking with a traditional keyboard and mouse.  The iDesk will have apps available for everything you need, from setting reminders or marking dates in a calendar, to posting updates on Facebook or sending out emails.

Custom desktop themes would allow you to give your desk a classic look or  you can work on the water.idesk-concept-by-mac-life-water

The iDesk is still just a concept, but  considering the Microsoft Surface windows-based touch-tables have been available for awhile now,  it could be hitting Apple Stores sooner rather than later.

So what do you think? Will this be something to which consumers would be attracted?

Innovation, at times, can be fickle. So what? Kudos to the Mac|Life gang for bringing this to light.

Depending on the price (if it ever gets that far), this reminds me of something  appropriate for the Neiman-Marcus Christmas catalog.

Creativity Tip #18: Why not’s and so what’s

Years ago I learned the value of asking “why?” during an interview or conversation with someone from whom I wanted information for an article or ad. The more involved in the subject we dove, the more times I had to think of different ways to say “why?”. “Tell me more,” I’d say or “could you explain that?” — any phrase that would allow me to dive deeper into the subject matter.

Changing things up just a tad, I’d often interject “why not?” when my interviewee would proclaim as fact that something could not be made, redesigned, sold, given away, etc.

Interestingly, it was during some of these times when I’d get an adverse reaction like, “whaddya mean, why not?” It was as if I’d challenged him on his very credentials of smartness.

But none of those times met with as much of a surprise (disdain, maybe) as when I’d ask, as professionally respectful as I could, “so what?” when my subject expert just proclaimed that his or her product or service is “#1” at doing such and such or is the “leader in this and that.”

Usually, I follow up my “so what?” with something like “how is that significant?” or “how will your customer benefit?” That kinda takes some of the sting out of the “so what?” even when you ask it nicely.

Remember, we are the outsider looking into their world, which they hold very dear. In some respects, they view us as challenging them even though our objective is to create a meaningful and interesting story for our readers, and theirs.

Emotions aside, don’t ever be afraid to ask as many “why not’s” and “so what’s” as it takes to get to the bottom of the real, meaningful story. I find it easier to convey interest when either of those phrases are used in conjunction with a statement just uttered by the expert.

It helps both you and your interviewee dive deeper together in discussing information that, quite possibly, hadn’t been thought of before or at least from the perspective you’re providing.

You’re building trust during this dialogue. Both of you are professionals and should respect one another.

Just keep that in mind when you ask your next “so what?”

Creativity Tip #7: Control Freaks Not Welcome!

Creativity. We can play with it. We can enjoy it. We can experience it. We just can’t – and shouldn’t – control it. But we want to!

Individuals love to control things. That’s usually when we get into trouble. Creativity doesn’t respond well to control. In fact, when we try to control everything, we stifle creativity.

Shame on us! We should know better, but some of us don’t.

As noted in a previous Creativity Tip, one doesn’t manage creativity (let alone control it); one manages for creativity.

Creativity, somewhat like a child, flourishes in an environment that encourages innovative thought – and the time in which to do it. Nobody gets ahead in a scenario that screams “I need a creative idea and I need it in five minutes, and, oh yeah, it better be a damn good one!” Sadly, that’s an environment that does exist. It probably hails from a mindset of fast thinking – most of the time.

Men in general, research suggests, tend to have this mindset; they feel they need to make decisions instantly. Women, not so much.

Here’s where we tend to get into trouble. By putting an unrealistic time parameter on devising a “creative” idea (I’m not talking about brainstorming, here), one tries to control the creative process. The opposite is usually the result. Creativity is stifled.

What happened to allotting time for quiet, contemplative thinking? Now, I’m not talking about going into a room, sitting in the corner and contemplating one’s naval for two hours. Sometimes our “quiet time” is no more than 30-minutes (if not less). Still, without this time to gather one’s thoughts and even put them in some sort of context, we’re short circuiting our creative process, and the end result.

Women, in general, are better at this contemplative thinking because they tend to mull things over more than men do. Now, obviously, one size does not fit all. I know several men and women who would turn these findings on their head. I, too, don’t usually make instant decisions, but it depends upon what I’m deciding.

When we slow down the fast thinking and spend more time in the contemplative state, our creativity will flourish and the end results will be much better.

But, do we have the courage to do that?

Creativity Tip # 25: Problems and Puzzles

It could start out looking like a wall. A very tall wall. How do I get over it? Around it? Through it?

Problems are like that, as are various creative challenges that aren’t yet fully explored.

Or that have just been dumped in your lap.

Overcoming them – getting through or around that wall – is where creativity of the mind comes in. Think time. What to do first? How are you sizing up this “behemoth?”

Think of it as a big puzzle but you can’t even begin to solve it – and create something wonderful – until you break it down into smaller, more manageable pieces.

Maybe you start by just jotting down some thoughts and questions in no special order. Don’t try to write the first page, for example, or even the opening paragraph. Don’t try to design the entire project; just play with a couple of images or design elements.

Do whatever you can to trigger your creative juices. They’ll take care of the rest. If you’re lucky, they may lead you to more questions and, subsequently, some refined answers. That’s where your contact on this project comes into play.

Don’t be intimidated by the enormity of the project, aka, puzzle. Concentrate on one piece at a time.

You may not notice it at first but when you do this, your mind begins to relax. You feel less overwhelmed than when you started. Note that I didn’t say “calm.” That will come but you’ll probably feel more invigorated because progress is being made, and your creative juices are flowing.

When this happens, your mind may also take you on a path that “plays with” or addresses other pieces of this puzzle. Go with it.

Before you know it, a clear picture will start to emerge; a composite of all the puzzle pieces.

One piece at a time. Thoughtfully.

Creativity Tip #37: Walk in Stupid Every Morning

This week’s tip is borrowed from Dan Wieden, co-founder of Wieden & Kennedy, Portland, OR. His recent talk at the 2013 AdAge Small Agency Conference touched on a number of things, but this one has to do with one’s attitude every single day.

“Walk in stupid every morning” is a philosophy W&K embraces that basically says things have changed in the world since yesterday. Has your perspective or outlook? Don’t assume anything, and be open to everything. Find out what’s going on and how that might alter what you’re doing, or not doing, or thinking, or not thinking.

Creatively, today is a new day. What we did or thought yesterday is old news now. Doesn’t mean we can’t borrow from it or build upon it.

We have a fresh start on a fresh new day. Opportunity’s knocking.

Think of it as your imagination getting refreshed with sparkling clean ideas and a hint of mystery.

Creatively, that mindset can be very powerful. Take advantage of what your senses tell you. Go with what your imagination feeds you.

Then, as Nike would say (pardon me, Dan), “just do it!”

When we fail to fail, we fail. Creativity suffers.

In his recent talk before the Ad Age Small Agency Conference, Dan Wieden, co-founder of Wieden & Kennedy in Portland, OR, stressed the importance of failure, or, rather, the freedom to fail.

Talking about his agency’s mantra, “fail harder,” Mr. Wieden referenced the significance of one making three collossal mistakes before moving on to more fruitful creativity. He mentioned how mistakes are too often seen as marks of stupidity, instead of building blocks of knowledge.

I know, not everyone feels they have the flexibility to make ONE mistake, let alone three or more. That’s a scary thought!

Consistent barriers seem to be erected that prevent us from experiencing failure. Some are self-imposed, while others are insinuated by organizations and companies with which we work or perform services. Time to fail is rarely included in the timeline for producing most projects.

Everyone wants results now, not three days from now (at least, that’s how it feels at times). Yet, one must be diligent in expressing doubt that a hurried or tight timeline would include time to fail.

In today’s fast-paced business climate, failure doesn’t seem to be tolerated. “We don’t have time to fail,” seems to be the business mantra. Ah, therein lies the rub.

When it comes to creativity, those of us practicing it everyday don’t seem to be allowed to think about failure. Yes, I admit it – I did not achieve perfection on the first draft of my _________ (fill in the blank with design, article, illustration, photograph or whatever).

I “failed.”

190px-The_Scream

Edvard Munch’s “The Scream”

That’s hogwash (technical term)!

Companies like Nike, Apple, Pixar and even others much smaller in size, openly embrace failure and incorporate it into their systems.

Those who don’t engage creativity everyday, seem to think that it’s some commodity one can easily switch on or off at will. This attitude does a disservice to those involved in practicing the craft as well as for whom they are practicing it.

It’s unrealistic to ignore failure. It’s unrealistic not to schedule time for its possible appearance. It’s reality that we need to learn from the process to improve upon what we just created. We need to make time to do that, and then move on.

The other reality: Will anybody really care?