utm_source: utm_medium: utm_content: brokaw | onews | KonMari your creative process

If you’re a person with internet access in 2019, it’s hard to ignore Marie Kondo. But even if your Wi-Fi’s been out for the past six months, you can see her influence in the thinned-out closets and now-roomy drawers sweeping the country—nay, the world.

She’s helped millions of people achieve inner/outer bliss with the life-changing magic of de-cluttering. So, in a not-so-subtle homage to my personal queen, I’d like to apply her tips to the realm of creativity. After all, your brain deserves a little tidying, too. (No special folding skills required—I promise.)

Ask yourself:

  1. Does this creative brief spark joy?

If yes: Sick. Go get ’em, champ!

If no: Some projects allow less creative freedom than others. So, try approaching them from a different perspective: Will aspects of this assignment be rewarding? Are there any opportunities to try something new? Can you incorporate your obsession with “The Simpsons”? You may have to make your own joy, but it’ll shine through in the work.

  1. Would I engage with this?

Keep your work intentional, not just functional. Consider why you’re making it. If you don’t believe in the value of what you’re putting into the world, you’ll have a hard time convincing your audience. Make sure you’d want to interact with your own work if you encountered it in the real world—at least as much as you would with an authentic Finnish tour guide.

  1. Does my idea need this?

Whether you’re creating layouts or writing copy, the principle is the same: keep it simple. Declutter your design and distill your messaging. The world is full of crapped-up content—let your work be a breath of fresh air. 

  1. Would I make this again?

By this point, you should be proud of the work you’ve created. If not, consider how you can improve the process next time around. And of course, say “thank you” to the project for all that it’s taught you.

And now that your sub-conscious is squeaky clean, you can finally tackle your disaster zone of a desk.

Have a painstakingly organized weekend, everybody!

—Your life-changing, magical friends at Brokaw

If you don’t believe in the value of what you’re putting into the world, you’ll have a hard time convincing your audience.

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