As a creative bunch, we take the process seriously. Getting our heads together, trying, failing, trying again – it’s all part of it.

It’s how we learn and improve our work, iteration by iteration. And why bad ideas are actually good.

So, we loved this article by Emily Watson who describes the funny relationship between AI and the creative process.

She says, “No one likes realising that what they’ve created is bad. It’s what makes AI so seductive. It closes skill and talent gaps while getting you to a passable creative result faster.”

But what’s missing in this quest for perfection, or passable, is the critique and feedback that makes your work even better.

Emily comments, “Creatives need to fully commit to bad ideas; keeping them in the mix whenever possible. Then, take some time to build on those ideas that might not be totally working.”

And where does this end? As Emily suggests, it might not signal the end of bad work but great work too. 

Maybe it’s time we lean in to “bad” work, because ultimately, it can make the great work even better.

You can read Emily’s article here: https://www.creativereview.co.uk/creativity-bad-ideas-process-emily-watson/