Why Creativity Matters

We shouldn’t discontinue space exploration. Yes, it’s expensive and on the surface may seem much less important than say, feeding people or providing clean water to the developing world. Exploration and experimentation, particularly scientific, lead to innovations that can change the world. There’s a lesson in here for copywriters, designers, web designers and anyone else involved in a creative profession – never give up on creativity because it may lead to beneficial breakthroughs.

In 1856, chemist William Perkin accidentally discovered/invented the color mauve while trying to create a malaria drug called quinine. The color became the rage of Paris and eventually inspired German bacteriologist Paul Ehrlich to create the first chemotherapy drug and other immunology breakthroughs. In science, one discovery leads to another. In writing or designing, one great piece of work or well written thought inspires others.

It’s easy for me as a professional copywriter to get so busy just trying to get copy jobs done that I forget to nurture the creativity driving all of my work. I have a few book ideas I’m allotting time to in my schedule and some purely creative writing groups I plan to join. Some might look at those activities as a waste since I’m not a poet or fiction writer, but I believe my best taglines, headlines and campaign messaging come when I’m creatively engaged and inspired.

Another wonderful way to keep creativity alive in your writing is to read/listen to the work of others you respect. Don’t fear connecting with other writers, feed on their energy as a way to improve your own craft and develop an abiding love for what you have been gifted or trained to do.

Where do you write, what do you read or what do you do to inspire your creativity?