Thinking Inside The Box

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theboxWhat is creativity?

I’m sure you’ve heard the cliche that gets kicked around, about the value of thinking “outside the box.” But in my experience, that’s the opposite of true.

In fact, there was a time when I considered becoming a cartoonist. And I was a big fan (still am) of the cartoons that appear in the New Yorker. While reading a collection of essays by repeat cartoonists in those pages, I was struck by what one of them said.

The best way, he reported, to get an idea for the perfect funny moment… was to draw an empty box. Those were the bounds of the space you had to work with. And that reminder was enough to help you focus on what could — and couldn’t — go inside.

Maybe that’s why I was also struck by a quote I found years ago in BusinessWeek, courtesy of Marissa Ann Mayer, a VP at Google:

“Creativity is often misunderstood. People often think of it in terms of artistic work — unbridled, unguided effort that leads to beautiful effect. If you look deeper, however, you’ll find that some of the most inspiring art forms — haikus, sonatas, and religious paintings — are fraught with constraints.

“They’re beautiful because creativity triumphed over the rules. Constraints shape and focus problems, and provide clear challenges to overcome as well as inspiration. Creativity, in fact, thrives best when constrained.

“Yet constraints must be balanced with a healthy disregard for the impossible. Disregarding the bounds of what we know or what we accept gives rise to ideas that are non-obvious, unconventional, or simply unexplored. The creativity realized in this balance between constraint and disregard for the impossible are fueled by passion and result in revolutionary change.”

Well said, Marissa. Well said.

Last modified: February 1, 2017

2 Responses to " Thinking Inside The Box "

  1. […] follow it? That’s when I stumbled onto a blog from the Copywriter’s Roundtable about What is Creativity? In it, he quotes Marissa Ann Mayer, a VP at Google: “Creativity is often misunderstood. People […]

  2. David Ross says:

    This comment on constraints is a great insight! This is holistic thinking.

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