“The creation of something new is not accomplished by the intellect but by the play instinct acting from inner necessity. The creative mind plays with the objects it loves.”-Carl Jung

We’re all different.  Unique.

Creating something – anything – new depends on YOU and YOUR style.

Albert Einstein would take walks, singing to unlock his creative insight.

Stephen King ‘freestyles’, writing his stories in parts, never fully knowing how they end.

Creative writing – either for pleasure or presentation – is often born out of necessity, not desire.

The Brand manager hears outdated audio, the account manager gets a last-second Friday avail, the production needs copy generation in 30 minutes.

Rushed, distracted, cookie cutter.

Try to find your creative sweet spot this week.

Take 20 minutes – same time, every day – to create something new for your brand.

Vary your environment – be collaborative if needed.

Our memories are anchored to environmental context.

It will not be found sitting – staring at THIS computer.

Wishing for inspiration to leap from the keyboard.

Creative thought is a reflection of YOUR vision – YOUR personality.

It’s the whimsical – right-brained (Or some claim – both) ball of stuff that pulled into the media business!

Creation takes a free mind and bold courage because – like all art – it’s completely subjective.

And like comedy, without legislation.

There was a day where every station had – a unique sound.

Not ‘platformed’ in from- headquarters.

Let’s make those days – days in the past.


Next Week: Talent – Coach

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.