Distraction is the mother of invention

I’ve just been planning out a ‘creative writing in business’ workshop. As part of it, I’m going to be sending people out for a slightly random wander round the neighbourhood. That might seem counter-intuitive – people usually think of workshops as being tightly planned and very focussed – but in fact purposeful self-distraction is key to the creative process.

I tend to think of it as letting your subconscious go to work. Whenever I’ve got a creative problem to solve, I start by gathering as much information as I can. That’s a very conscious, rational process. I want to learn as much as I can about whatever it is I’m looking at, and I want to know that I’ve learned it.

Say, for example, I’m coming up with a new name for a car. I’ll find out as much about the car as I can. I’ll try and understand what makes it unique, and what sort of people are going to be driving it. I’ll dig up information about its competitors, too. And I’ll do some more general reading, to help me get to grips with the way people are talking generally.

All that’s very helpful. But it’s only a starting point. I tend to think of it as a creative brief for my subconscious. Once I’ve briefed it, it needs some space and time to go to work. And that’s where the distraction comes in. It’s there to occupy the more superficial parts of my mind, so the deeper bits get all the time and space they need to do the job.

So, I might noodle around on the internet. I might go and make myself a coffee. I might take a stroll round the block, or go for a run. Anything that stops me thinking too directly about the problem tends to work. That’s when I find that the really good ideas tend to pop up.

In fact, that’s how naming a car worked the last time I had to do it. I’d had a couple of days of research, and I’d blasted out some basic name ideas, but none of them were really doing the job. So, I decided to leave it for a bit and cycle home. And that was the best thing I could have done.

The right name popped into my head while I was waiting for some traffic lights to turn green. I didn’t want to forget it, so I called up my voicemail and left myself a reminder of what it was. And then, back home, for a nice relaxed evening knowing that I could head back to the office the next day and know that the job was done!

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