A consumer packaged goods expert recently divulged to me that she never, ever looks at her competition. That really took me by surprise, because I always over-research everything. (My local branch librarians know all about me and my extensive interlibrary loan requests.)
Instead of looking at the competition, she told me, she examines parallels. What else do people in the target market desire? [Related: this customer profile worksheet from my book.] How can she make the product remind them of those other things, or draw on the best qualities to incorporate into her own design? For a high-end chocolate product, for example, she might look at Sephora’s prestige cosmetics packaging for inspiration. She pays no mind to Hershey and Nestle.
She confirmed what I’ve been thinking lately, that the best ideas come when you’re looking where no one else is. I love trolling through old books and magazines. You might love hiking in the woods or beachcombing or looking at art or gardening or visiting factories. All of these places are rife with things that could inspire you to make something you’ve never made before. Chris Glass refers to this as grazing. Cows do nothing but chew on grass all day. It doesn’t seem like they’re doing much of anything. But if they didn’t graze all day, they couldn’t produce milk. It might not feel like you’re working when you graze, but without taking that time to browse and nibble and ruminate and digest, you can’t make anything of value. This video of Chris Glass’s talk from Creative Mornings Cincinnati (which includes his bit about grazing) is 43 minutes of awesome:
I know a lot of writers, artists and designers who straight up don’t read blogs about their industries. When you spend a lot of time “keeping up” it can start to feel like an echo chamber. There’s a difference between keeping up on the news and falling into a state of obsessed self-flagellation. This is even applicable to journalists. Sure, there are lots of interesting blogs about the journalism business, and it’s important to follow your competitors to make sure your coverage is on point. But staying inside your bubble of contemporaries isn’t going to help you find great story ideas. Lisa Congdon recently illustrated this quote from Jack London: “You can’t wait for inspiration. You have to go after it with a club.”
Hunting down your inspiration should also help with avoiding committing plagiarism and following trends. Craft trends bug the hell out of me. It’s not that I hate mustaches (except that I totally do) — my problem is more with the idea that some crafters feel like they have to jump on a bandwagon to be successful. It’s much better to be a trendsetter than a trend follower, and to do that, you have to look outside your field. If you’re a crafter, stop scrolling endlessly through Pinterest. When you’re trying to develop a new product or design, look at anything other than other crafters: grocery store displays, florists, flea markets, old magazines, architecture books — whatever gets you going.
I also kind of hate pre-packaged “inspiration” for crafters, designers and artists. The idea that someone can hand you a pile of stuff to be inspired by seems counterproductive. It just keeps the same aesthetics and motifs circulating. (I also really really have no patience for step-by-step craft books. Partly because I hate following directions, but also because I don’t see the point in making something to look exactly like something someone else made. You feel me?)
We recently had an Etsy #craftparty here in Cincinnati, and as people were arriving, I made examples of what people could do with the materials we had. But I wasn’t making things for people to imitate or really following the provided instructions at all. I let myself go with the flow and make whatever felt right at the time. Being truly inspired is allowing yourself to be in the moment and do what you feel. And all of what you’ve seen and read and digested before helps you find your way.
grace dobush 