We had the same experience at Elasticity a few weeks ago when our team was asked to develop a campaign concept for STD testing. Taupin struggled to force the lyrics into existence, but it wasn’t until he let his mind wander that those fragments coalesced into a cohesive idea. The lyrics to “Rocket Man” fused several influences including Ray Bradbury’s The Illustrated Man, David Bowie’s “Space Oddity,” and Taupin’s own sighting of a shooting star. Whether its pulling the lyrics to a perennial hit out of thin air or envisioning your brand’s new logo in the shower, there’s virtually no limit to the ideas we can produce. The only downside of those breakthroughs is that they often come when we least expect them, as was the case with Bernie Taupin. This is why computers will never supplant artists, writers, thinkers and entrepreneurs. That’s because breakthrough ideas have little to do with structure and everything to do with patience, relaxation, and a bit of luck.Ĭreativity is, by definition, resistant to formulas and techniques. But truthfully, there is no creative director, no composer, no artist who can shift a paradigm on demand. or New York – as if there’s a vending machine of ideas that requires a secret code. We have a cultural myth that creative breakthroughs are reserved for an elite ruling class of people who wear clear-framed glasses and cardigans in L.A. So, in the words of Kevin Hart, let me explain. You’re probably wondering what any of this has to do with your own creative breakthrough. Those 40 words would become the opening stanza of “Rocket Man,” which soared to the top of the charts upon release and now sits among Rolling Stone’s 500 greatest songs of all time. When his mom and dad approached his car to greet him, he sprinted past them to find the nearest pen. The 22-year-old Taupin, veins surging with adrenaline, resorted to his last and only solution: he repeated those 40 words over and over aloud to himself for hours until he arrived at his parents’ house. But the glove box was empty: no pen, no pad, no recorder. Taupin reached into his glove compartment in search of something, anything to capture the flash of insight. She packed my bags last night, pre-flight Bernie Taupin, Elton John’s songwriter, was cruising down the highway back to his hometown in rural England when the words came to him:
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