There’s a writer’s quip that says, “If I had more time, I’d write you a shorter letter.” That’s because it’s difficult to be concise. It’s also difficult to find the most simple solution to a creative problem. What is a creative problem? A creative problem is a communication problem, and this applies to every form of art whether music or marketing. The more complex the solution is, the less it communicates with your desired audience.
Our first ideas at a solution tend to be complex and busy. We know what we mean, but others do not. For example, there’s nothing complicated about the Market-Head tagline, “Helping You Get Your $#!+ Together.” Is it creative? In a way, it is, but it’s simple, people understand it, and it carries a bit of humor. And, it’s honest. That is what I do.
Finding the simple solution to any problem has a lot to do with ridding yourself of the unnecessary. It’s about clearing the clutter until the simple solution is staring you in the face. Once you find the solution, you realize it was there all the time. It was simply covered over with your unnecessary “creativity.”