Page 76 - THE DO-IT-YOURSELF LOBOTOMY Open Your Mind to Greater Creative Thinking

Abusing Talent 67

player; he makes even Neil Young sound good. Yes, we could argue
that this is subjective. But, relative to Patti Smith, at the Rock and Roll
Hall of Fame induction ceremonies in 2000, as she was inducting one
of the greatest producers of all times, Clive Davis (founder of Arista
Records), Patti herself confessed to her lack of talent, touting Davis as
a visionary because she was the first artist he signed to Arista! “And I
can’t even sing,” she said. She then went on to prove it through one of
her more lively “primetime” performances.
Patti Smith is extremely creative, and on a good day she hits some
notes. But if she didn’t bring some creativity to the party, she, like
Dylan, would have a hard time getting anyone to pay the $3.00 cover
charge at the local Marriott lounge.
And finally, although the guys at my office might be creative and
talented, it doesn’t show up on their recording of “Gloria.” All people
exhibit creativeness and talent in different ways, and singing is not one
of the talents that these fellows possess.
Are you beginning to see the lesson here? You don’t need artistic
talent to play in the creative game.

ABUSING TALENT

On the other side of the coin, this clarification should also raise a cau-
tion to people who use their immense artistic talents in tandem with
mediocre or even lousy ideas. Just because it looks good, sounds good,
or tastes good doesn’t mean it’s creative.
In advertising, I see so many wonderfully produced commercials
and other advertisements that are well crafted and finely executed, but
are they built around a great idea? Too often the answer is no. Adver-
tising is an idea business. Craft doesn’t change consumer perceptions
the way a new idea does. It’s the same in almost all industries: the nice-
looking teapot that dribbles all over your linen tablecloth or the flaw-
lessly executed financial service that offers customers absolutely no
advantages over the competitor’s product.
The confusion between creativity and talent works both ways.
Once you understand the difference, you stand a better chance of not
letting either misconception hold you back.