John Hegarty and the creative checklist

John Hegarty, the "H" on the door of super-shop BBH, broke down some of his theories on creativity in an audio tour through the neighborhood surrounding his agency's first home in Soho, London. Click on the logo above to give it a listen.

It's a little self-serving, since the audio is presented as a part of a campaign for BBH client Johnny Walker - according to AdFreak.

However, there was a nugget in the middle of Hegarty's talk I found particularly inspiring:

John Hegarty's Creative Checklist

1. Is it different?
2. Does it touch on an essential truth?
3. Does it have a streak of irreverence to it?
4. Have I expressed it in a simple, direct way?
5. Does it stop and capture people's imaginations?

All of this you've probably read in Whipple or any of Paul Arden's books.

But despite however cliche it may seem, the above questions work at the heart of all creative endeavor. It is the natural challenge we face in creating something original.

Maybe something uncomfortable. Maybe something brilliant.

Back to work.