Brain Pickings

Creative Legend George Lois on Ideas as the Product of Discovery, Not Creation


How to cultivate the mental medley that sparks the alchemy of ideas.

In celebrating the greatest living graphic designer’s 83rd birthday on Tuesday, I somehow forgot that Milton Glaser shares his birthday with another creative world icon, two years his junior — legendary designer, author, and contrarian George Lois, often regarded as the greatest art director of all time and called, much to his disgruntlement, “the original Mad Man.” To celebrate his 81st birthday, here’s a wonderful short film by On Creativity, in which Lois reflects on the combinatorial nature of creativity and echoes insights we’ve already heard from other great creators — the power of cultivating a personal microculture, the idea that to invent is to choose, the importance of “being-in-the-world-ness,” the notion that to create is to discover and connect rather than “invent” out of thin air.

I don’t think I create anything. I’m really serious — I discover the ideas.


If you understand how to think… If you have a background of graphic art, and you are a sports fan, and you’re literate, and you’re interested in politics, and you love opera, and ballet’s not bad either, and if you understand people… and you understand language, and you understand that product, and you understand the competitive products… and you put that all together in about ten minutes — the idea’s there.

Lois’s new book, Damn Good Advice (For People with Talent!): How To Unleash Your Creative Potential by America’s Master Communicator, George Lois, came out earlier this year and is precisely the kind of no-bullshit, feather-ruffling gem you’d expect from the beloved curmudgeon.


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