An elegant way to approach creativity

Renown copywriter, Eugene Schwartz, once said: 

“You can’t take nothing and make anything, you’re not God.”

God created Heaven and Earth from nothing. Only God can create something from nothing. 

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You’re not God, copywriter.

You’re just a person. You can only create anything from something else. 

That’s why a better word for “Creativity” is “Connectivity.”

“What you are doing when you are being creative,” said Schwartz, “is trying to connect 2 separate ideas that logically would not go together up until that moment.”

When you are being creative, you are making new connections. Nothing more. 

So don’t put pressure on yourself to create something “completely original.” It’s a trap. You’ll fail. Because there’s nothing new under the sun. 

Instead, put pressure on yourself to seek out and experience various places and people and perspectives that are new to YOU, interesting to YOU, compelling to YOU. 

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Then ask yourself: 

“How can I connect this place or person or point of view to my product in a novel way, a meaningful way to my audience?”

That’s being original. 
That’s being creative.
That’s an elegant way to approach creativity.

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