This episode is based on the book Creative Blindness (And How to Cure It) by Dave Trott—a sharp, thought-provoking collection of anecdotes and lessons on creativity, problem-solving, and communication. Trott, an acclaimed copywriter and creative director, is known for his no-nonsense, insightful approach to advertising and storytelling. His career spans decades, during which he founded some of the UK’s most influential ad agencies and created memorable, impactful campaigns.
In Creative Blindness, Trott challenges readers to see beyond the obvious, tackle constraints with ingenuity, and embrace simplicity without losing the message. It’s not just a book about creativity—it’s a manual for seeing the world differently and making an impact.
We delve into the concept of "corkscrew thinking," a method of finding creative solutions by approaching problems from unusual and unconventional perspectives. It highlights how individuals and groups have achieved significant results by defying conventional wisdom and embracing innovative approaches. The core message is that creativity often lies in reframing problems, understanding human behavior, and challenging established norms.
Key examples include:
• A police force that used a fake invitation to a football game to capture fugitives, demonstrating the effectiveness of deception and understanding human psychology in law enforcement.
• A community in Zimbabwe that trained grandmothers to provide therapy using "Friendship Benches", highlighting how solutions can emerge from unexpected sources and combine multiple problems into one solution.
• A small town that secured funding for a bridge by appealing to the Russian embassy during the Cold War, illustrating how a change in perspective and an understanding of one's competition can lead to unexpected outcomes.
• A Girl Scout who increased her cookie sales by strategically setting up her stand outside a marijuana dispensary, showcasing the power of unconventional marketing and eliminating the need for typical marketing strategies.
• A program that has prisoners training rescue dogs, demonstrating how combining two seemingly unrelated problems—stray dogs and prisoner rehabilitation—can create an effective solution.
• A recurring theme that "two minuses can make a plus," meaning that creative solutions often arise from combining seemingly negative elements.
The episode also emphasizes the importance of reframing problems and understanding people.
• A copyright issue with a photograph was turned into an opportunity by asking the photographer how much they would pay to use the photo, instead of paying a fee to the photographer.
• The US military used playing cards to disseminate information about Iraqi leaders, demonstrating an understanding of how to reach a target audience by using a common and engaging format.
• Child labor laws in mines were reformed after the public was made aware of the nakedness of the workers, showing that sometimes the most effective approach is not the most obvious one.
• The idea that reality is "inside out," meaning our perceptions shape our experiences, is also discussed, reinforcing the notion that creative solutions often depend on a shift in perspective.
The episode also explores how some people challenge norms and use the power of visibility to bring attention to important issues.
• A graffiti artist named Wanksy used graffiti to highlight potholes, forcing the council to take action, demonstrating the power of visibility in creating change.
• A German town that used a neo-Nazi march to raise money for a group that de-radicalizes youth, shows how a negative situation can be creatively reframed for one's own purposes.
The book argues that true creativity often comes from challenging the status quo, thinking differently, and understanding people on a fundamental level.
Source: Creative Blindness (And How to Cure It) by Dave Trott