The word “inspired” comes from the Latin root word “inspīrāre,” meaning “to breathe upon or into.” Although archaic in a literal sense, it creates a clever paradox about the creative process. Take humans and fish, for example. They both require oxygen to survive, but each procure it in very disparate ways, one via water through gills and the other via air through lungs. Despite these seemingly similar needs, each cannot function without its specific anatomic component. Likewise, if I had trouble breathing I would never ask my doctor for a new set of gills, so why do we often metaphorically ask our audience to do the same? In order for the creative process to breathe new ideas into our target audience, we as creatives should first consider how they breathe, instead of just forcing air down their throat. By adapting our message and touch points to the specific needs of our audience, we can ensure that our clients are never left like fish out of water. - Justin Stucey & Cameron Rust
Posted on: Wed, 07 Jan 2015 21:22:32 +0000
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