You come up with a ridiculous idea that you think MIGHT be brilliant. You IMMEDIATELY want to call a friend so they can pass judgement on the idea and confirm (or deny) its quality. It’s AGONIZING wondering if an idea is genius or utter shit — and that line is much finer than you’d imagine.


“If an idea is any good, it’s on the verge of being stupid.” — Michel Gondry


That’s probably my favorite quote on creativity, ever. Seriously. That’s basically my litmus test for an idea. When I think back on their conception, all my best ideas made me laugh out loud. Because they were ridiculous and they were awesome. And that’s how I’d hope that people would describe my work. Ridiculously awesome. Which in my mind, ridiculously awesome = fun.

Truth is, you’ve got to let your “brilliant” idea rattle around in your head (and subconscious) for a few days. I like to print a cliffs-note version of my idea out on a piece of a paper and leave it around everywhere (in the studio, bedroom, copy in the car) so it’s constantly confronting me (not even making that up). Be patient and sleep on the idea for a couple days. Come to your own conclusions, THEN call your consigliere (in my case, Ben Dale) and bounce the idea off them.

Opinions of your inner-circle are invaluable, but if you call on them too soon, the idea (and your ego) are too fragile to get true assessment of the idea’s worth.

So, Ben, expect a call in couple days, cause this one just might be brilliant.


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