RIFF'ing

Let me share a pet peeve: It's when a creative says, "MY idea is..."

The backstory to that is seeing so many instances where creatives, and others not called creatives, seem unhappy unless the idea is "theirs" in full. Meaning they don't want others to add to it, change it, critique it, etc. I've seen so many folks put their idea out there and get great feedback but then totally ignore it and come back with a new idea entirely theirs. As a CD it's driven me nuts to see a talent come back with an entirely new direction rather than eveolve the one shown prior and "directed".

Consider improv theatrics: One is taught to build on, or play off of, another's direction. If each actor simply went their own new way it would result in a fragmented, likely nonsensical, piece of work. Instead, the good ones know how to take their peer's direction and run with it--exploring it, growing it, all for the good of the end result.

Creative in our niche is no different.

RIFF is a term used in improv, music or otherwise, to suggest "adding to" or "playing off of" another direction.

As it relates to us, it means brainstorming in a way that is additive vs. shooting down ideas or pursuing one's individual direction. My experience is the best ideas are the product of intense collaboration. Contrary to popular TV, great ideas are seldom the shower epiphany but the result of a lot of grueling back and forth. In the end, it shouldn't be about who had the idea but that the idea was had.

Great experienced creatives know that the best ideas are usually nameless. And ownership isn't important. The best ideas are a combination of a lot of ideas that evolve to greatness.

My recommendation: Learn to feel really good about working with talent better than yourself and learn to celebrate thoughts from everywhere. Being good in this business is as much about recognizing great ideas as it is inventing them.

Posted via email from stephenspeaks's posterous