This piece is about the ownership of ideas, a grey area and a confusing topic, in my opinion. I’m not going to get into intellectual property or copyright (as I’d be hopelessly out of my depth). It’s more about how ideas are generated, and how we credit them.
I had a friend growing up who I used to chat about all kinds of random nonsense with. Dreams, tall tales, fantastical stuff, childhood imagination running wild. I found it strange when I realised that he thought all of these ideas were his. It wasn’t malicious, he didn’t know he was doing it and I didn’t mind, I just thought it was odd, when I clearly remembered having at least some of the ideas myself first (or did I? you see, it’s tricky!) – It’s a rare trait, and when I see it in adults, it’s the only time I keep a tight lip around them, something which is normally counter-productive. But it did show me early on that idea ownership is a complicated thing.
A lot of my thoughts on this topic come from working in a two-person creative team set up. Typically an Art Director/Copywriter situation. I think this varies a lot from team to team, but for me, I always find it most fruitful when a copywriter and I go through briefs together and chat our way around the proposition and possible concepts and routes. When this happens, we eventually get to some ideas we feel are strong.
In this situation, it feels like a collective idea. Even if someone has some ‘eureka’ moment (it’s almost never that dramatic), it’s still as a result of collective thinking, of building and expanding on each other’s thoughts. I have only rarely been I this situation when the other person felt the idea was entirely theirs (which I found quite disturbing, given the way we’d been working) – so in this situation, the idea is shared between you both. That’s easier.
When you have sole responsibility for creative concepts, its harder. Both building concepts, and I feel it’s also easier for self-doubt to creep in. Without your creative partner, or I imagine, your song-writing partner, editor, or muse around, it’s easier for confidence to wane. Does it feel familiar? Have I nicked it by accident? Or is it, in fact not amazing, but shit? A creative partner gives your idea an instant champion and advocate.
Brain-storming
Possibly a controversial one, but I think brainstorms, idea showers or things like that are usually a waste of time. I enjoy them, it’s nice to get everyone together to talk about a brief. But I think you only ever scratch the surface in these things. Also, I think the group need to be really tight-knit, and really trust of each other to be truly honest. Otherwise, I find that there are all kinds of baggage there. Some people are afraid to speak, for fear of sounding stupid, some people offer weak ideas, and others big them up so as to encourage them, and to make them feel better. But worst of all, if there’s someone with some kind of hierarchy or need for power in the group, there will be others who feel the need to get on side with them. So therefore, weak ideas go through all too often as a result of these things. A womderful cartoon by Ro Blechman for Punch in 1957 illustrates this perfectly.
R O Blechman for Punch 1957
But worse than that for me, is that you don’t get the rigour of thought that you do when you tackle and ponder a brief on your own, in a brainstorm scenario. You don’t get time to dig deeper and muse on it until it gets stronger. You also don’t have the dialogue of a creative partner to scrutinise it, make it better, shoot it down if necessary, or tease it out. A lot of the hidden gems get drowned out.
And finally, who owns the idea in a brainstorm? It’s not like a partnership situation, where you both feel you own it. Usually, the person who said it does get credit. Maybe its because it’s harder to split it five, or eight ways than two. But if it’s doing what it’s supposed to do, then surely the idea is always a collective one?
I tried to read Steve Jobs’ biography once. I gave up about two thirds of the way through, as I had decided he was such an unpleasant person, that I couldn’t devote any more of my time to him, but that aside, I was struck by the underlying truth to his ‘genius’. I think it’s misinterpreted, if not incorrect that he was one. It seems to me, it wasn’t that he had the ideas, which I think is how he’s perceived by many, it’s that he saw them in others and made them reach their full potential. He was, as a friend once pointed out, a Creative Director in the classic sense.
So that made me think about people who have great ideas but do nothing with them. I am lucky to know and work with a lot of very creative people. Musicians, designers, artists and writers. And I hear so many amazing ideas coming from them. But I have also noticed a weird phenomenon. Often, the most incredible ideas, come from the people who seem not to ever do anything with them. I think, ‘yes that could be amazing! I wish I thought of that…’ but they never do it. Maybe the best ‘ideas people’ need a Steve Jobs around to make them happen.
There’s a great podcast of the TED Radio Hour which talks about ‘Originality’ – It talks about ownership of ideas in the music industry, in technology and in fashion. And how different it is across the three genres. It is fascinating. (it’s here if you want a listen - https://www.npr.org/programs/ted-radio-hour/321797073/what-is-original?t=1564606879920
I’ve meandered off topic quite a bit here, so to summarise, I think you know in your heart when an idea is good or not, and you should also know whether it came from you or not. I think you just need to listen to your gut. But, I think what you do with the idea is more important. A great idea, well executed, is a wonderful thing.