There’s the old joke about the two lumberjacks walking along a path in the woods, when suddenly they run into this large, ravenous grizzly bear.
The first lumberjack reaches into his backpack and pulls out a pair of running shoes and starts putting them on his feet.
“Why are you doing that?” asks the second lumberjack. “You can’t outrun a grizzly.”
“I don’t need to outrun the grizzly,” says the first lumberjack, “I just need to outrun you.”
This is what the great British advertising legend, Dave Trott calls “Predatory Thinking”: Creativity not as some kind of sexy, hipster fad, but instead what he calls “the last remaining way to gain a legal advantage over the competition.”
Creativity not as an art form or means of self expression, but as a way of solving a problem. That’s what it’s really for. And the fewer options one has (lack of time, lack of budget etc), the more one relies on it. Beautiful, really.