A Quick Lesson on Creativity

I’ve recently been on a kick where I’m going back and reading books I bought back in 2002/2003, but never got around to reading. One of these books is Scribbling in the Sand by Michael Card.

Now, Card is not so much recognized for his writing as he is recognized for his music. In fact, one of my long-time favorite albums is Starkindler — an album composed mostly of old hymns and folk songs skillfully set to Celtic music.

Anyway, as I was reading Scribbling in the Sand, I came across a quote on page 122 from one of Card’s friends, Harold Best. I thought it was appropriate to share here:

Remember that only God can imagine and create something out of nothing. In this sense, he is the only One who deserves the title of Creator. We are merely creative. That is, we can only imagine and make something out of something else — something that has already been imagined and made, whether in the creation itself, or from the work of creative people. This means you are not to consider your work as much original as individual. Your work will always be “out of” what you have come across and “into” what others will eventually come across. Thus, don’t be afraid to borrow, but be sure you borrow the best and grow from the borrowing. Then you will understand this simple fact: The best artists begin by being influenced and end up influencing.

Card’s book has nothing to do with copywriting, but I felt this particular quote was quite appropriate to copywriters and business people.

It is truly impossible to create something “original.” We are not creators, only creative.

This is why it’s so important to read and hand-copy great ads. You will end up borrowing from them sooner or later when you write your own ads — whether you do it consciously or unconsciously.

-Ryan M. Healy