An idea is like love.

An idea is like love. The more you need it, the less you can find it. The more desperate your search, the more scarce it becomes. Stop. Settle down and listen to the thing. It will tell you what it wants to be.

Maybe if you walked around the block, you could hear it more clearly. Maybe if you went and fed the pigeons, they’d whisper it to you. Maybe if you stopped telling it what it needed to be, it would tell you what it wanted to be.

Maybe you should come in early, when it’s quiet.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.