Build A Better Box

Most of the time, it's true: get a passionate, great idea in your head, and the execution to bring it to life sometimes seems effortless. Sometimes things just click, and everything just flows - as if things are being channeled by divine intervention. It's a magical feeling we can all relate to.

Then there are the times when things seem forced. When it seems like more work than usual; when the idea in your head seems to wander around aimlessly in an unfocused stupor. You're just going through the motions. You're uninspired - merely painting by numbers, just waiting for it to all be over with. Just get it done, you think.

In my spare time, I enjoy writing music. Which doesn't happen often these days (one business and two kids later.) But many years ago, when I was getting into the industry, I remember hearing about those who had full-time jobs as staff songwriters. I recall thinking, "How great it would be to write music all day and get paid for it!" Until I really thought long and hard about it; and until I got into a business that demands such high levels of creativity on a regular basis. I wrestled with the concept that someone would actually go in to their "office", sit down, and crank out a hit song on demand. Then go home at the end of the day, only to do it all over again the next.

Yet, in our business, we do this every day. We have artists and editors and creative thinkers who - on demand - need to create great work for our clients. Is it possible to just snap one's fingers and say, "Thou shall create... go!" Not always easy, yet it must be done. How does everyone stay inspired? How can it just be "turned on" when needed? And how does it keep feeling like a passion, and not merely a job to do?

For me, I find inspiration in others. I feel the energy radiating from them while they are in the midst of their work, and I feel their inspiration. And inspiration begets inspiration. Many of us on our team feel the same way, and it's what keeps everyone fueled up - all the time. It's the "power of proximity" - the vibe you get from the group that you don't get working in isolation. Our team feels this energy, and when our clients are with us, they feel it too.

And that feels good.