Public Relations Tactics

Finding Your Ah-ha Writing Moment

August 4, 2017

Have you ever come up with a brilliant idea on the way home from a brainstorming meeting? Developed a creative theme for the annual report while pulling weeds? Written the perfect headline in the shower?

Welcome to the wonderful world of the creative process, where working sometimes doesn’t look like working, and where sticking with it is often the worst thing you can do to move ahead.

I have used the five-step creative process every day since I learned it at Hallmark Cards a million years ago. But I’ve recently learned — thanks to the website Brain Pickings — that ad executive James Webb Young created the process in 1939 and first wrote about it in a book called “A Technique for Producing Ideas.”

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