It all started here, with Russell and then I saw this over at Scamps, where an article that I felt was about 'in praise of doing', was seen as an insult to thinkers. HEAVY SIGH. Okay Scamp wasn't really taking all this too much to heart, but PUR-LEASE
Here we go, creatives (and I am one so I feel free to say this) once again banging on about how they have the toughest job in the industry. "It's alright for you guys who produce and traffic and do, what we do is by far the hardest job, that's why so many of us turn to drink, drugs and then burn out. Yada, yada, yada."
But frankly, that's bollocks. It's just the sound of old agency thinking giving its death rattle.
I firmly believe ideas are easy to come by. Spend anytime in a playground and you'll see kids come up with hundreds of the little buggers without too much hassle, cohersion, pain or cocaine. I believe being creative is the natural state of humans, but today's society doesn't really appreciate it, so it's knocked out of us at an early age and we become accountants.
A few brave souls light this, probably because they're useless at numbers or something and find themselves in the creative industries. Where they quietly go about their business being creative. Accept the sodding ad agency creatives who will at every opportunity tell you how tough it is.
And it is. But not the coming up with ideas part. The truly tough part is knowing what to sacrifice and what not to when protecting the idea, coming up with more ideas to help 'sell in' the idea, having the tanacity to constantly tweak and shape and develop the idea (crafting). being sure enough to know your idea is strong enough to be done on a smaller budget, being mature enough to be able to see beyond awards, being generous enough to know that the idea isn't yours at all, but is owned by many.
My final word on all this would be a repeat of this, from Where's the Sausage blog, which goes under the headline, execution is king. Which brings us back to doing.