on ideas

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.

George Lois, art director.
[via Maria Popova]

I remember how to have ideas now. It’s 1% inspiration, 99% perspiration. You have to do the hard work of being interested in the world; of being in different places, of delving into really complex areas of life, of being interested in other people’s wisdom and experience and way of interacting with their world, of not being an expert. And then the ideas just come.

I wish I didn’t forget that quite so often…