I would guess that almost anyone involved in creative pursuits, whether they be of the “agreed” “artistic” kind – painting, writing, design, dance, … – or the rest – business, parenting, relationships, life! … has had that moment of inspiration, that spark of an idea, that gift. Being aware of its arrival can be a joy and a scramble to jot it down, capture it in that moment before it’s gone and perhaps forgotten.
The saying “First thought, best thought” also captures this fly-in spark. As a designer, I would often be gifted with this during the initial briefing for a new job. I would be scratching it down on paper as the conversation continued. Invariably, as was convention, three designs were submitted, post briefing.
Once I’d completed the gifted piece, then was the slog began to deliver up the two others to meet the brief’s requirements. But, for me, it was always that first gifted one that was the winner.
I recall rightly or wrongly, (see box below for the facts!) a famous New York adman from the sixties saying to a client, when they requested three designs, “No. You’ll get one design – the right design.” I haven’t been able to track this down as fact – maybe it was a scene from the hit show Mad Men! ,