Here’s Your Stupid Incredible Five-Step Secret Guaranteed Recipe for Everlasting Creative Cool. Totally Works! / by Kevin Landwehr

If you want a fresh message, pull creatives from beyond the echo chamber.

If you want a fresh message, pull creatives from beyond the echo chamber.

If 10,000 work hours makes an expert, how, after 30,000 hours, could anyone still care? Warning: Here comes the advice.

Constantly expand the reach of your talent.

If you’re a designer — truly — a pure designer — you should be able to confidently design anything, in any medium and on scalable platforms. If your platform is big, try going small and battling limited reach, or working pro-bono for a charity or a friend. If you primarily serve independent clients, seek out some corporate work and discover your flexible side.

Design as a cultural anthropologist.

If you’re a marketing professional, you’re empirically rigorous and theoretically sophisticated. You’re excited by changing linguistics. You’re fascinated by food culture. You follow economics, cultural analyses of value, debt, capitalism, and globalization. You’re a social animal, and you love to study folks in their natural environment. Make sure to get beyond your tribe though — can you design for moms as well as millennials?

Design as an ambassador bridging the human/digital experience.

If you’re in marketing, you’d better be keeping your client relevant. That means you’re digital first. More importantly though, it means you have to innovate. You have to take cold technology and and communicate soulful charms that warm the soul.

Design as a writer, a painter, a calligrapher, an actor, a bartender (same thing?)

You get the idea; bending your talent into adjacent or closely related derivatives feeds your talent. Beyond that, try working within the constraints of various creative fields. How would a painter design a poster? How would a bartender improve a coaster? How would a dancer have done your commercial? If you gave a writer from the 1930's a flux capacitor, how would they design a website? 

Master a complex skill that compliments your discipline.

This is where, by a power of ten, you will really sharpen up. As a creative director working in digital environs, it was an absolute revelation to take it further and design branded spaces. Observing people interacting inside my design enhanced my understanding of how we connect customers to a brand, a product, a website, SaaS and more. 

Read the complete article @ www.kevinlandwehr.com/journal.