Is it "I create; therefore, it works.”

Or  "I create, therefore I still have a job"?

Apologies for the morning ponder, but it's the third Thursday in November, which means it's also "World Philosophy Day," a UNESCO-sponsored global think-a-thon intended to focus our attention on guiding principles of being, knowledge and reasoning, morality, and you name it.

Appreciation to ad legend Sir John Hegarty for sending up the flare.

As for the "you name it” part, he does that too — arguing that anyone in the business of "having ideas and turning them into products, communications, or services," needs a creative philosophy.

You'd think so. Especially people tasked with making advertising for a living.

And yet the reality is that a whole lot of us don't have much of a “what, how and why” creativity clue, much less something as lofty as your actual philosophy.

For some, the question is too redolent of intellectual bullchippery,

For others, it’s not really the easiest thing to neatly wrap the mind around.

Ask ad people about the most basic building block of a creative philosophy — a pragmatic grasp of what qualifies as an “idea”— and, wait for it, nada but blank stares.

Lacking that first principle, it’s tough to get to a cogent and actionable framework. 

Particularly one that helps us recognize that big idea when it bonks us on the nose, evaluate its probable impact, and generally guides where we take it from there. 

No disrespect to adland intended, but let’s face it, “idea” is a rat bastard of a circular hamster wheel word: an idea is a concept is a thought is a notion is an approach is an idea.

The only escape hatch I’ve found comes from an AI-generated definition as “a mental construct.’ 

I really want to be the fly on the wall in the conference room where the creative director stands up and says, “we have a great mental construct.”

So, okay, René Descartes tackled the far more blurry and vexing question of “being” with the genius answer, “I think, therefore I am.” 

Too bad there ain’t no damned Descartes on this thread.

Tell you where I net out: after an online debate last week featuring a talented senior strategist telling me that the fashion industry has produced “brilliant” idea-free advertising for decades, leading him to conclude “fuck ideas,” maybe we find a replacement. 

How about; “inspiration.” As in a point of departure based on an insight, an observation, a conclusion, or a leap of faith that leads to an executional solution. 

Meanwhile, in honor of World Philosophy Day and per Sir John’s thoughtful suggestion that now’s a good moment to share a creative philosophy, here’s mine.

Idea = inspiration. If it’s not clever, it’s not strategic. Best if different. Must be distinctive. Truth is the most powerful tool. Clarity is our currency. Never underestimate the value of craft.

And where, you may wonder, does David Ogilvy’s homily, “it’s not creative if it doesn’t sell” fit in? 

How about — The right clever, distinctive, truthful, clear, and well-crafted inspirations are what makes for what sells. 

That ain’t just philosophy.

Let’s discuss.