Stop being creative and do your research first
Having a blowing mind idea out of nowhere is a rare thing, so let’s stop pretending that ideas come randomly without a tiny bit of research.
This is quite a short piece of advice for all the (wannabe) creatives, doers or innovators out there (or any other adjective-substantive fancy trendy name). I just keep seeing how people come up with proposals or projects that were done a zillion times before (which it would not be a huge issue, if there would be some improvements on it or so).
But let’s think of a logo, or a copy or just a small article: most of the people are just working on their first ideas and then present them, but if you google, bing or duck duck go it, you will see that the internet has lots of similar results. So — what to do?
First: do your damn research. Analyse the brief, discuss it with the client. Check the darkest sides of the internet (even the 3rd page from the Google results). See what works and what does not. See what users say on forums, comments and blogs. What your target group wants or hates. What do they buy and why. What do they like, tweet or follow. There is so much data to analyse!
After you do all this — you can start creating your stuff and present it. It will increase the quality of your work and credibility in front of everyone way more. It’s important to keep in mind that without conducting a proper research, all your work will be based on your personal experience or instinct, and none of these play a role in strategies, customer behaviour and industry trends. Not to mention that you should constantly read the news and highlights in your industry (I already wrote about what you should read as a PR & communication person here). Last, but not least, do not forget to check your images/logo by using a reverse search in google images and check how unique is your text (plagiarism is ugly business).
This is pretty much it. If you have any recommendations, shoot. If not, click heart!