Good creative sheds light
If you want to make an omelette, you have to break some eggs.
What keeps this bromide from being a full-blown cliché is the suck-it-up attitude that says: to have something of value, you have to give something up.
You have to break through.
The task is deceptively easy. The way eggs pretend to be fragile.
It actually takes 52 pounds of pressure to break an egg vertically, and 92 pounds to break them horizontally. And when you tap one against another, only one will crack, as if some built-in preservation system is at play.
Eggs are smart….
In creative work, there’s a lot of breakage to get to the breakthrough, a lot of throwing out ideas that look good on the surface, but don’t serve the purpose.
Whatever the required written content, digital or print, B2B or B2C, the writer needs to get to the inner gold, like we need that inner yellow yolk.
What happens when your web writer scares the bejesus out of you because she’s coming up with stuff you hadn’t considered and you’re thrust outside your comfort zone?
Ask yourself, “Do I trust her?” Then ask yourself, “Why?”
If you have a positive answer – and you absolutely need one going in – let her have at it. Let her bring you the breakthrough.
“Where there’s ruin,” said the Persian poet Rumi, “there’s hope for a treasure.” All good creative work uncovers treasure.