Who needs socks when you can have cupcakes?

Human instinct is to want stuff, whether it’s stuff you should have or not. We can only hold back for so long. It’s why diets don’t last and professional baseball players who go to jail get to come back to professional baseball. People like to eat yummy treats and general managers like to win games. So red velvet cupcakes and $5 milion pitchers with 5.00 ERA’s re-enter the equation.

This was further confirmed in last Friday’s NYT article that lays out the thinking behind people who are back to buying fun stuff at a faster clip than the necessary stuff. As the founder of Junior’s Cheesecake in Brooklyn so articulately summed it up, “People want to get back to living — it’s become a more adjusted normal.” Water always finds it’s own level, and humans find theirs.

My only fear is that the level they like isn’t one they can afford. My wish for them: Think creatively. When the stuff you want is unhealthy, unaffordable, or just doesn’t seem like a good idea, think about what could replace it, or what you could do instead; maybe find a different place to shop or eat, put on a pair of pants that you always ignored, or try combining two foods in one dish that might normally make you gag. Rumor has it that’s how Grant Achatz got his start.

You can’t always get what you crave. But if you think creatively some time, you’ll find, you’ll get what you need...

Speaking of which, have you checked out the schedule at Chicago Ideas Week? You might find an event on Tues 10/11 that's especially interesting.

A great example of how NOT to use creative thinking to get to a great idea.

I love/hate this picture.

No wonder our esteemed leaders are gridlocked. Everyone has ideas on how to unlock them. Here’s a first step: Eliminate 85% of the people in the room; rock paper scissors, Simon Says, whatever works. Get fewer voices in the conversation.

The key to a great ideation is to get the right people in the room. Dear Washington: Try this.

Chicago Ideas Week is only 10 days away. Pls check out a very cool discussion on where creativity fits in to this new economy.

Good writing is good. Being different is better.

What’s better than when someone creates a piece of communication that respects the target’s intelligence? Well, Free Pie Wednesdays at Baker’s Square, for one. But gratis Coconut Cream aside, I love websites and tv shows and tweets that don’t treat people like herds of lowest common denominators. Explains why I love Aaron Sorkin, he of The American President, West Wing, Sports Night, and The Social Network. And being a writer, I love his work because the dialogue is spectacular. Rapid fire, biting, human.

That said, I still like watching shows like Wipeout, which succeed for the same reason Larry Moe and Curly are in the comedy Hall of Fame. Sometimes you just don’t need words.

This is not true, though, if you believe London MarketingWeek’s article about long copy ads making a comeback. On the surface, it’s a win for writers who like to flex their linguistic muscles. But as the article makes clear, it’s more about zigging when others are not zigging. With the years-long dearth of long copy ads, the agency was trying something different, going an unfamiliar way to engage consumers.

While an interesting trend, this is not about the number of words, or even about what they say, although Aaron Sorkin might diagree. This, as is often the case when you want to create breakthrough ideas, is just about thinking differently.

Shameless reminder: Don't miss Chicago Ideas Week and Twist's timely and intriguing panel discussion.

Chicago Ideas Week is coming

Something magical always happens when diverse creative thinkers come together.

Ancient Maya, the Algonquin Roundtable, the Big Lebowski conventions, the NFL owners meetings…well, the NFL may disprove the theory a bit, but maybe you need to make sure you’re assembling the right people.

Next October 10-16, the right people will indeed be gathering together right here in our backyard, to create an ecosystem of innovation, exploration, and intellectual recreation. Chicago Ideas Week consists of dozens of intriguing events and over 100 speakers spread out across the city. Amazing creative thinkers representing art, architecture, culinary arts, sports, and much much more (no NFL owners allowed).

Check it out, make a plan, be inspired.

Just because you didn’t get a Genius Grant doesn’t mean you’re not a genius

22 people were awarded MacArthur Foundation "Genius Grants", the no-strings-attached, half a million buck fellowships to spend however they want. The winners were doing all kinds of mediocre things like leading children’s choirs, fighting for elder rights, figuring out how to prevent sports concussions, yadda yadda yadda.

What would I do if I got a MacArthur Genius grant?

Pay Alfonso Soriano for four innings.
Buy a five second ad on the Super Bowl.
Fill my cart all the way to the top at Whole Foods.
Give ipads to all of the needy children in the New Trier school system.
Extend our Cooking Light subscription for 41,667 years
Buy a massive amount of gnocchi and anitpasti from Piccolo Sogno and several ridiculously expensive Barolos and slowly consume it all over a two to three week period

So I guess it would pretty much be wasted on me.

But seriously, if I received a large amount of for-good money...? I would use it to convince every person in the world that they have many creative bones in their body, even if they say they have none. I would design incredibly thought provoking and compelling mechanisms and buy the necessary materials to build them on a massive scale. And we would work (and play) together until they were regularly using the creative side of their brains to figure stuff out and solve tough challenges. And I would then hope to get many many thank-you notes.

What would you do?

Renegade inspiration

Bracelets made out of old bicycle tires. “WTFWJD” bumper stickers. Musical hair. Old books with the middle carved out, the way you’d sneak a gun into a jail, but with the shape of an iphone carved into it to create a clever storage and carrying device for your iPhone.

These were few of the many wonderfully innovative items being displayed and sold at the Renegade Craft Fair on Division Street over the weekend. Renegade is based in Chicago and is also held "in urban epicenters of creative indie-entrepreneurship."

In Chicago, the entire fair is only a few blocks long but the vast amount of creative thinking they cram into several dozen small booths would put most other fairs to shame.

The items for sale go from playful to profane, beautifully crafted to simple but ingenious. And many just plain fun and smile-inducing, like the bookmarks made out of old book spines.

Beyond the items, the way they’re displayed and the way the booths are set-up are also given thought and made to feel different and a little special. Not your standard art-fair-in-a-mall exhibition.

If you’re even the slightest bit interested in being inspired, put it on your calendar now for next September. See how people are conjuring up fantastic things from old skateboards, books, bicycle parts. Putting the right sides of their brains to work and having a pretty gosh darn good time.

And if you want to feed your physical curiosity, try the brown rice sliders from Mana food bar. Tasty!

You can't always want what you get

I saw this blurb in my weekly Accounts on the Move email:

“SECRET WEAPON MARKETING WINS 1-800-DENTIST
Secret Weapon Marketing, the agency that handles only three clients at a time, filled the final slot in its three client roster with 1-800-DENTIST. Creative duties were previously handled in-house.”

I love Jerry McGuire, so I must love Secret Weapon.

I don’t know anyone there, although I’ve admired a lot of the Jack in the Box commercials over the years, all of them directed by Dick Sittig, the agency's founder and Creative Director.

Skeptics will scoff at their three-clients-only policy as a gimmick, or an excuse, or just a plain old money loser.

I say it’s genius. For one, it’s a great way to save time and money doing countless RFPs, which greatly increases employee's mental happiness. It allows them to focus on the business at hand, building client relationships, doing great work, and, heaven forbid, enjoying the work they do.

Plus, I would argue that it makes the agency more attractive to clients, regardless of how many clients SW takes. Every schoolboy who’s ever had a crush knows that some folks only want what they can’t have (at least that's how I explain my high school dating drought). For once, it’s the clients who should be nervous, with the possibility that they could lose their agency if another client comes along and steals them away.

And of course, it’s a different way of thinking about doing business. It changes the model. It’s twisted, and I love that.

One of my favorite quotes in one of my favorite movies is about the time and dedication that it takes to truly do a great job on behalf of another, and it can’t be underestimated. Secret Weapon understands this.

I just hope they're really really good at negotiating their fees.

Smell the book (or not)

Close your eyes and imagine you’re holding a book in your hands. What does it feel like? Smell like? Does it have years of dog-ears, coffee stains, worn edges? Now open it up. Are there annotations in the margins? Notes inside the front and back covers with phone numbers and lunch dates ?

If so, you’re crazy.

Books don’t look or feel anything like that, and they certainly don’t smell. That is, until someone creates a scratch n sniff app.

Well, ok, that might be a few years off, and I suppose some crazy antique book dealer in an alley in Evanston will make sure there will always be those things with pages that you turn and smell kind of dusty.

But as you well know, the digital book revolution is in full swing, and the latest reminder comes from Gregg and Evan Spiridellis, the guys who brought us JibJab. They have a new line of children’s books sold only on the ipad that allow you to customize a book and make yourself the star of the story.

This is what Gregg Spiridelli says about their new product:

"We see a huge opportunity to disrupt children's publishing and reinvent storytelling with new devices."

I love that. As much as I love the tactile experience of turning pages, I also love what the bros are doing. It’s smart and creative and makes reading more appealing for kids. It’s medicine inside a cupcake.

And if you’re wondering what the effect of tablet computers are on how kids are learning to read, according to USA Today, 47 of the top 50 iTunes book apps are kids’ titles.

Put that in your book and mark it.