The document discusses the creative process and emphasizes that creativity is about ideas rather than the medium used to express them. It outlines the birth of brainstorming techniques and lists rules for brainstorming like avoiding criticism and embracing unusual ideas. The document also outlines a typical 4-step creative process of preparation, ideation, incubation, and evaluation and stresses the importance of understanding and trusting one's own creative process.

1. The Creative Process: It’s Not About What it’s About

2. So You Want to Make Ads? I call TV. Lets get all viral up in here. I have a great iphone app. Spike Jonze would do a killer spot. Don’t forget about radio.

4. IT’S NOT ABOUT ADVERTISING

5. IT’S ABOUT IDEAS

6. Create Ads Ads

7. Create Ads Music Paintings Sculpture Novels Product Innovations Medical Breakthroughs Jokes Poetry Screenplays Operas Musicals Plays Movies Short Stories Technology Business Ideas Packaging

8. The Birth of Brainstorming

9. ARTON ATTEN URSTINE SBORN B B D O

10. ARTON ATTEN URSTINE SBORN B B D O

11. The Rules of Brainstorming

12. NO CRITICISM NO CRITICISM

13. QUANTITY OF IDEAS

14. EMBRACE THE CRAZY

15. COMBINE & IMPROVE COMBINE & IMPROVE

16. Four Steps of the Creative Process

17. PREPARATION

18. IDEATION

19. INCUBATION

20. EVALUATION

21. No two processes are exactly alike.

30. KNOW YOUR PROCESS

31. TRUST YOUR PROCESS