Not everyone's creative. OK?


They say everyone’s creative like they say everyone can sing.


As I write this, I am being serenaded by some pretty painful notes coming from my daughter’s bedroom


And she knows how to do it!


Contrary to the X Factor myth, everyone may be able to sing, but to do it well takes hours and hours of practise and stretching your vocal chords to their excruciating limits.


As a kid, David Beckham would stay and kick a ball against a wall when all the other kids went home for tea. He’d pick a brick and shoot at it over, and over, and over again.


And that’s what us creatives do, except with problems, we kick them against a wall again, and again, till we hit the sweet spot.


There was a creative director in London who used to say; “You know you’ve got a good idea when you get a tingle in your balls”.


(Even us creatives without them knew what he meant.)


So it’s no surprise we wince at your first ideas.


Or your 99 designs logo.


Your template website.


The things that have been done a gazillion times before teatime.


They say it takes 10,000 hours to master a skill.


That’s pretty much 8 hours a day, five days a week for 5 years.


When you’ve been practising for 30 years you know every crack in the wall and how to use them to your advantage.


But the world is entranced by the allure of youth and the ease of templates.


Fortunately, the masters will continue to strive to hit the hardest to reach bricks and continue to score for the clients who leave the tricky shots to their star players.

Jane Evans is the Brand Mutha a master at creating and promoting new brands.

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