The Creative Leap – the only reason to hire us.

When I meet people and are asked what we do, I often answer that our agency does advertising, communication, marketing – or whatever you choose to call it – to create some form of change to companies or organizations.

Then usually they ask what we do; for example, if we design, write, make websites, movies, ads, logos, banners or business cards? I answer yes, we do all of that – they are often short conversations as there is no time to delve into details. But it’s actually not correct. We do all this, but it is more an expression of our core offering than what we really do. More effect than cause.

We sell ideas

Our customers come to us because they need help solving a problem, and it is believed that we can contribute to a solution. They have a goal, something they want to achieve. It can be anything from, for example, creating and positioning a brand, changing perceptions externally/internally, increasing awareness to launching products and services. If it was just about buying ad exposure, doing a descriptive ad or a campaign – then they could have done it internally. But they choose to come to us because they are looking for an idea. A cause, a why, that elevates the brand, product, or service and gives it a meta-value. An idea that distinguishes and ensures that you do not disappear in the crowd.

When we develop an idea, it happens in what we call a Creative Leap. By taking the time to think creatively and combine thoughts and experiences in new combinations, new ideas arise. And new ideas are what we actually are selling, that’s the reason. Not everything else; that is the effect needed to reach the target group.

The Creative Leap

But what is the Creative Leap? How does it happen? How do you come up with an idea? The idea process is general, and I think most people can recognize themselves in it.  Many have written about how ideas arise, and if you want to simplify, you can divide the process into three phases:

1. Saturation of knowledge
2. Incubation time
3. The Creative Leap

Knowledge saturation is about accumulating as much knowledge as possible around the problem. When you feel that you have a good grasp of the matter, knowledge saturation arises. You have all the pieces you need to be able to find something new – but you still do not know how.

 Incubation time means that the brain needs time to process all the information, to find links between things you do not see at first glance. Ideas arise when we bring together different thoughts and experiences in something new. It is often said that you need to sleep on the matter, and it is actually an excellent illustration of how ideas are born.

 The Creative Leap is that moment when the neurons in the brain connect the information in a new way. The Eureka moment*; when the new idea falls into place. From there, it is about being able to transform the idea into concrete solutions.

Streamline the idea process

is When looking at the three parts of the idea process, Knowledge Saturation, Incubation Time and The Creative Leap, you realize the best way to speed up an idea process is to streamline how to achieve knowledge saturation. The incubation period must not be rushed, then you risk tripping in the middle of a creative leap.

If we, in each project – large or small – streamline how we take in knowledge, we also maximize the incubation time, which is critical for creating new ideas.

If you are curious, we are happy to tell you more about how we work to streamline the idea process; what tools and methods we use to help you reach your goals faster with the help of The Creative Leap.

*Wikipedia: The eureka effect (also known as the Aha! moment or eureka moment) refers to the common human experience of suddenly understanding a previously incomprehensible problem or concept. 

The classic story is when the ancient Greek polymath Archimedes. In the story, Archimedes was asked (c. 250 BC) by the local king to determine whether a crown was pure gold. During a bath, Archimedes noted that water was displaced when his body sank into the bath, and particularly that the volume of water displaced equaled the volume of his body immersed in the water. Having discovered how to measure the volume of an irregular object, and conceiving of a method to solve the king’s problem, Archimedes allegedly leaped out and ran home naked, shouting εὕρηκα (eureka, “I have found it!”).