Just for the record, I don’t find it particularly effective to create an acronym for presenting a process. Futile attempts to master long-term memory don’t usually survive more than two weeks in the average brain - even with the most compelling presentation.
I do find it fun though, and sometimes, that’s all it takes to channel fresh energy into stagnant processes.
For the creative process, I wanted to emphasize the learning (or discovery) part because that’s where I feel the battle is often lost and won. So many ideas end up in the creative graveyard because the inherant nature of creative individuals is more self expression and brand empathy often takes a back seat.
My segue is simple: Whether you’re in your first hour or first year of a creative discovery, It’s never too late to L.E.A.R.N.
| Application | The Visual Discipline | The Verbal Discipline |
|---|---|---|
| Listen | Finding the story. | creating a relevant dialog |
| Examine | Building the character. | Develop the “How to’s” |
| Amalgamate | Whiteboards and Post-Its | Talking |
| Response | Creating the emotion | Clarity and conciseness |
| Notate | A story board of ideas. | Overviews |
Listen.
We want to hear your story. From your perspective. Why do you choose the words you do? What is the meaning behind the chuckle, the sigh, or the inflection in your voice?
From here we can set the stage. Your story is going to be told.
Examine.
Character. It’s the difference between a chocolate chip and a Hershey’s Kiss. Both have similar qualities but one has a personality. One is a mere ingredient to a more tasty product. The other is the product.
We want to find your metaphor.
Amalgamate.
Time to collaborate. Let’s put it through the creative blender. The abrasion of ideas against the blades is sometimes contentious.
Sometimes hostile.
Once we filter out the chunks, the brand is ready for the next test.
Response.
Reveal the idea. Indications of success and failure often reside in the first few seconds. When we flip the switch, we expect the light to go on. If we have to explain it, it’s not successful.
The irony is failure is part of success. Power failures spawn new light.
Notate.
A brand’s obituary should never read, “lost somewhere in the translation.”
The formula didn’t come easy, so document it. Teach with it. Become your brand’s evangelist. Without the blueprint, the next generation will rethink it entirely.
In brand zen, this translates into, “you never knew what you were doing in the first place.”
