Getting Unstuck

Do you feel like you’ve explored every creative iteration and have no new ideas to bring to the table? As creative professionals, our inspiration pool gets tapped so consistently that it’s not uncommon to feel like you’re coming up dry. Here’s one of the tricks I have found to pull a shiny diamond out of the rubble pile. 

Are you a designer? Write some taglines. Are you a copywriter? Get out the sketchbook. 

As designers we’re used to leaving the creative words to the penman professionals. Often times — after conceptualizing with my writing partner — I’ll find myself designing an entire campaign with greek copy before it’s ready for me. But before we relinquish verbal control over to the copywriters, and especially when we’re still in the early conceptualization stage, words are not off limits. 

To complete this exercise pick a product that you like, love (or if you really want a challenge, one you loathe) and begin playing with phrases you’d use to market it. Should you speak about the product’s deep and engaging history? Play up potential health or happiness benefits? Does it solve a great problem? Can you think of a way to describe this product that is cute, clever or funny? And — this one is my personal favorite — can it rhyme? 

This is the space to iterate, to come up with so many ideas that half of them embarrass you. Maybe the best idea was your very first one, but maybe by line 20 you’ll have looked at your problem from a different angle than you ever would have had you stopped at line five. 

The same exercise can be reversed for writers. Maybe you still want to write these taglines, but that’s likely not the creative challenge you need. Even if your sketching skills aren’t where you want them to be, can you think of a visually clever image to match your copy? You could find examples online and collage your idea or simply write about some visual solutions, but I do believe engaging in some scribbling would best engage that different part of your brain.

The best way to get into a consistent creative mindset is by exercising that muscle, continually and sans deadlines. So pick up a pen and dive in!

Here’s an example of one of the times I’ve completed this exercise. It was a tagline for Sriracha.

If ketchup had a hotter older sister. 

Exile blandness. 

Convince your friends you know how to cook. 

Your biggest flex should be your spice level. 

Our chilis are our biggest flex. 

Make basic better. 

Essential ingredient for authentic cooking. 

This one taste can’t be replaced. 

As fresh as it is hot. 

A friend to your food. 

If you like it hot, you’ve come to the right spot. 

Authentic from the chilis up.

We’re more than an icon. Make your meal a legend. 

Rooster sauce is boss. 

Huy Fong’s, hot and strong.