I can say that I am guilty of it: google. I’ll be in the midst of a brainstorming session and I start to google my ideas. Sometimes I’m checking to see if it’s been done before and take a litmus on my originality. Sometimes I’m having trouble connecting some ideas and look to see what other people think on the subject. And, other times, I cannot articulate my thoughts so I mind map on google images and help myself see. Lastly, I google myself (name, art, business) to check on my SEO and visibility.
So if you’re not tinkering on a computer, as George Lois so vaguely puts it, where do you find the big idea? He doesn’t offer up any suggestions. Rereading his tagline, I see he is merely pointing out that one should not expect a computer to do the work. One must still put forth the effort to procure the big idea. As the illustration on the page says: “DUH!” I’m not sure that this is really great advice though for any creative individual. We already know this fact: ideas come from within ourselves.
When I meditate, dream, or set forth the intention to solve a creative problem, develop a big idea, or embark on a new creative project, it always comes from within my being. It is spiritual. Sometimes I feel it in my heart. Sometimes I think in new ways that challenges my beliefs. And, other times, the big idea explodes with such a tremendous force that the fountainhead remains shadowed by the idea itself. I do not question my intuition when it leads me to a great idea. Because I trust the process of my artwork and photography, the big idea blooms like a flower. It just happens. And then with a series of computer tricks, contents, and forms my computer delivers it to the world to share all of it’s glory.