“A lot of people on your podcast became creatives by accident.”Someone messaged me this last week (after listening to four of them back-to-back).I got me thinking; why do creatives become creatives?I’d divide them into two groups.The Lifestyle Brigade™ - attracted by the trappings. (Nothing wrong with that - it’s why most people go to work.)And the Expressionists™ - attracted by putting a bit of themselves out into the world.A point of view, an observation, a joke, whatever.Like 90% of creatives, they're likely to be introverts.Advertising, for them, is the conduit to a wider audience.It's not like creating a widget in an ad factory, it’s much more personal.Their work reflects the values they live by.They don't find it helpful to patronise, bullshit or lie when talking to people day to day, so they don't do it talking to people via pixels or ink.Dealing with humans on a regular basis, they've found logic, facts, humour and honesty persuade harder.So these are the tools the reach for most often.Nick Cohen is one of the best examples of the Expressionists™.It's hard to think of anyone who’s leaned harder into the ‘honest’ tool.Nick has just written an excellent book about his fabulous experiment - Mad Dogs and Englishmen.It's a joy.It made me want to get into advertising all over again.We had a great chat about the book, the agency and honesty in advertising.Hope you enjoy it.

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