Contrary to the saying “think outside the box”, the best creative solutions are actually conceptualised inside the box.
Jazz great Charles Mingus famously said, “You can’t improvise on nothing man; you’ve gotta improvise on something.”
Researchers agree with Charlie that brainstorming becomes more productive when it’s focused. When improv comedians take the stage, they need a stimulus like “What if Romeo had been gay?” The stimulus can’t be “Go on, make me laugh, funny man.”
We don’t need to think out of the box. We just need to find a new box to think in. It’s a constraint that liberates.
¿Que es jooja!?
jooja! Advertising is a multi-disciplinary creative studio that specialises in video marketing, as well as services such as website and app design. We are, in essence, storytellers who provide sticky solutions that works. ♥