Welcome to guerilla marketing school. Let's explore the creative process itself. Now one of the things I used to encourage people in the agency to do was to change their environment. Whenever they found themselves getting a bit stuck, bored or uninspired. I was thinking this when I was putting this presentation together, I was sat in front of a computer as usual. And I realized that I was just getting a bit.

You know, I was getting a bit demotivated, I'd been sat there for hours. So I turn the computer off, and I decided to take a look at an old dictionary that was above me in my in my workspace, a dictionary I haven't touched in 15 years. I mean, who's touched a physical dictionary in recent years. So I did it just out of boredom really. And I had a look through it and I was thinking about the word creative and creative. So I decided to look up the definition.

And I was interested to find out the word creative comes from from the Latin, and as part of a group of words which also include cereal, also. includes Crescent, and also includes a ancient Roman goddess called Sarah's c e. r. s. I may be pronouncing it wrong, I've only seen it written down. Sarah was the goddess of agriculture, she was a moon goddess. And her job was to nurture and to bring forth the harvest from a seed. Now, I think that's quite interesting because I've often thought that a brief from a client or a brief to yourself is very much like a seed. It contains everything you need in order to harvest a good idea.

And just like a seed, a good brief will yield good results. A bad seed will of course, yield poor results. Now it's your creative powers job, to nurture that seed and get it to grow into something that's harvestable into a useful idea. So I love this idea of Sarah's being your kind of creative self and she's there to help you nurture and grow the idea from from a seed right through to to two To a fully fledged workable idea. Now, interestingly enough, Sarah's carried two torches. The first torch was the torch of intuition.

The second torch was the torch of reason. And I think these two torches are needed that are necessary in order to illuminate any thinking to make sure it's balanced. So by the time you come to your idea is that workable, and not only imaginatively exciting, so you need intuition. And you need reason, in order to make that happen. Intuition will always help you to know when a good idea comes up and kicks you in the ass. But there are very different types of intuition.

So let's explore the different types. I invite you now to take a moment to consider your own intuition. How does it manifest some people's intuition manifests in the stomach, they have a good feeling others more of an audio sense, they just had a little voice in their head telling them something. Some people have a visual sense of kind of flash of inspiration or a flash of intuition and he's another Have a have a scent, they smell a rat, for example. It's extremely important as a creative person to develop your intuition and learn not only to listen to it, and to figure out how it manifests predominantly, but to also trust it. The more you trust it, the more you listen to it, the more powerful it becomes, and the more useful a tool is in your professional life.

But intuition is only one part of the equation, you need to balance it equally with reason. You may intuitively feel that you have a great idea. But ask yourself some reasonable questions, such as Do you have the resources? Do you have the time? Will people actually care? Will it deliver on the objectives?

These are all reasonable questions. By invoking the goddess Cyrus and remembering her two torches the torch of reason and the torch of intuition. We can be sure to guide our thinking and nurture our creativity on the seed of a brief to the creative process and onwards to a great idea