A common mistake we both make when trying to answer a difficult brief is to panic.
It’s natural starting out that you will feel the pressure, trying to impress your boss with big and wonderful ideas, and when they don’t come the panic button is automatically pushed. We have been through this process a number of times in our short time in the industry, and have found that it’s totally the wrong way to go about the creative process.
A great book that explains this process is ‘A Technique for Producing Ideas’ by James Young, it’s a short book written in essay form that remains a bible for lots of young creative teams (its only £3).
Or if your really struggling to come up with ideas we find that a quick game of ‘Pro Evolution Soccer’ works a treat. This can be found in most retail outlets, Ronaldo is well good on it!
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