The other day, a client facing a big marketing setback confided to me that he was going to go home, have a glass of wine and try to think it through.
I nodded sympathetically. Many’s the time I’ve combined work with leisure by doing some copywriting over a drink in the evening. A drop of something can often loosen up the flow of words, particularly when something expressive or colourful is required. (However, it can also cloud the judgement, so I always wait until the morning to send the results to the client.)
No-one who enjoyed Under Milk Wood, Sgt. Pepper or Kubla Khan could deny that alcohol and drugs can enhance the creative process. Some of our greatest cultural works had their genesis in altered states. And they reached even those who never touched anything stronger than tea.
Yet I’m not sure how my clients would react if I revealed that their copywriting had been done under the influence. Even those who liked a drink themselves might be disquieted. And if I told a client I was going on a week-long acid binge to get ideas for their slogan, I’m pretty sure they’d be looking for another copywriter. (Not that I ever would, I hasten to add.)
The serious point I’m making is that although we know of many factors that boost creativity, we often deliberately exclude them from the corporate workplace, however acceptable they might be elsewhere. We might grudgingly allow a few pictures over a desk, or a radio on in the background, but these are intrusions of leisure into the world of work, not deliberate attempts to stimulate our minds. Even something completely wholesome, like spending some time in a natural environment, is only allowed in the rigid structure of the corporate ‘away day’ (if at all).
Those in the creative industries often make more effort to stimulate creativity through the working environment (although one suspects that it’s also partly for show). In my view, all work is creative – not just marketing, but every other business function too. We all have innate creativity that we use in solving the problems of our day. Why don’t we do more to stimulate it in the workplace?