Find a human.

When you need an idea get out of the office and out of your own mind. Sit at a coffee shop and strike up a conversation. Take the bus and sit beside someone interesting. Walk to Times Square or anyplace you find tourists. They’re always willing to talk. You’ll be amazed how many people will open up to you, a total stranger, about a product. Make up a yarn about “doing market research” or something.

You can surf the Internet for ideas. The trouble is, you won’t find any real people there to interact with. And you’re still just sitting there in your office. Somebody out there will give you the idea you need, because the idea you need is rooted in human emotion and experience.

Go find that human.


David Fowler created long-running advertising platforms for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others during his forty-year career.
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