Brain Drain.

Ever notice that the extent to which someone can’t remember the name of a particular song is directly proportionate to their inability to carry a tune when trying to get others around them to help.

This happened to a friend of mine recently. It was driving him crazy that he couldn’t remember the name of a particular tune. I asked how the song went and he offered to hum a few bars. What he hummed, however, sounded more like the wails of a small animal with its head stuck between two railings than a popular song.

Needless to say, his efforts to seek help failed.

Two days later, long after he had forgotten about the song, he called to say he’d been out running errands and sure enough, out of the blue, the name of this song, Sweet Gypsy Rose, just popped into his head.

Which raises a couple of interesting questions.

1. Why would anyone want to remember a 1970’s Tony Orlando song?

2. Why is it that when we strain our brains to think of something, the answer can be so elusive. Yet later, when we’re not thinking about it at all, the answer just seems to show up out of nowhere.

Question one was a trick question of course, nobody really wants to remember Tony Orlando songs.

As for question 2, the brain is like one of those annoying technicians you take your computer to for repairs. They tell you to leave it with them while they disappear into a darkened cave somewhere to do their magic.

The brain is a loner. It operates on its own time and doesn’t like you interfering in the process.

I’ve worked in an industry for nearly three decades where coming up with new and creative ideas lies at the heart of every workday. But I’ve learned that sometimes the best way to think up a new idea is to not think up a new idea.

I give my brain the challenge, then walk away and leave it to do its thing. When it’s ready, it nudges me on the shoulder and hands me something creative for which I take all the credit. In return I give my brain three weeks paid vacation a year and a hefty expense account.

As a Creative Director, I would give my creative staff briefs, condensed documents outlining the details of a client’s campaign. I would tell the staff to read their briefs then put them away and forget about them for a day.

Sure enough they’d return the next day, pick up the brief and a great idea would suddenly appear, like magic, and I’d look like David Copperfield.

The truth is, the mind continues to work even when we don’t ask it to. While we eat, while we watch TV, even while we sleep, the brain is processing information, randomly drawing from its vast database of memories, experiences and knowledge tgo solve complex creative challenges.

So yes, creativity is very much a process, but not always one we can control.

Need a brilliant creative idea for your next campaign or promotion? Send the details to the brain then walk away for a while. You might be surprised how, when you least expect it, a moment of genius appears. Trust me, it’s not magic, it’s just the creative process at work.

In fact, I think there’s an old song about that... oh what’s it called? It goes something like... Never mind.