Hegarty on Creativity: There Are No Rules

by John Hegarty

A look into what lies behind creativity from one of the advertising industry's leading players Creativity isn’t an occupation; it’s a preoccupation. It is challenge for everyone in the modern world―from business and advertising to education and beyond. Here, the world-famous advertising creative John Hegarty offers a pocket bible of creative thinking, aimed at provoking, challenging, and inspiring greater heights of innovation.
From Renaissance art to rock ‘n’ roll, Hegarty takes a wide-angle view of creativity as he sets out to demystify the many ups-and-downs that can arise during the creative process. Paralyzed by the blank page? Daunted by cynics in the workplace? Money leading you astray? Hegarty combines personal experience and anecdotes along with clear, pragmatic, and good-humored insight into tackling all creative challenges head on. Over fifty entries, including “Good is the Enemy of Great,” “Respect Don’t Revere,” “Get Angry,” and “Bad Weather” relay useful and generous advice on how best to improve, sustain, and nurture creativity in any profession. Accompanied by copious irreverent line drawings from Hegarty’s own sketchpad, Hegarty on Creativity is concise, accessible, and richly rewarding. 75+ color illustrations

Genres: Nonfiction, Design, Business, Creative, Art, Self Help, Writing

128 pages, Hardcover

First published January 2, 2012

Reviews

[Josu Diamond · Rating 4 out of 5]

Este libro es esencial.

El otro día en clase de Creatividad en la publicidad un profesor nos recomendó este libro. No es un libro para ser creativo: es un libro para comprender lo que significa. De hecho, una de las cosas que más me ha gustado del libro es que hace especial hincapié en que si no eres creativo per se ni lo intentes porque no es tu campo. Intenta otra cosa.

Si formáis parte de alguna disciplina artística, especialmente si tratáis de sacar una compensación económica de ello, esta especie de guía os puede ayudar mucho a comprender cosas que jamás os habríais planteado. Desde diferentes procesos de creación, el clima hasta -y sobre todo- todo lo que conlleva trabajar en algo de este estilo: lo que cuesta, las recompensas, las críticas, el destacar pero no dejarte llevar por el cinismo, etc.



La verdad es que es una de estas lecturas plagadas de frases para enmarcar y que sinceramente me ha ayudado bastante a engrasar los engranajes de mi creatividad, que al fin y al cabo, es de lo que se trataba. Es un viaje hacia ti mismo, hacia comprender cómo funciona la mente creativa, por qué, y cómo debería moverse hacia un lado u otro dependiendo de muchos factores externos.

La edición del libro es espectacular. Tiene el tamaño de una moleskine pequeña, a color, lleno de ilustraciones, garabatos y diferentes tipografías a diferentes tamaños y pesos para acompañar las palabras de Hegarty. Que, por otro lado, era obvio que tenía que ser así, si no, el mensaje no calaría tanto.

En definitiva creo que es un libro muy útil, especialmente si te interesa el aspecto creativo en el mundo de la publicidad, pues muchos de los ejemplos son rutinarios de este campo. Si estás tratando de descubrir si eres creativo o no, no es tu libro, porque ya deberías saberlo. Este libro es para explorar diferentes maneras de pensar o acercarse a las ideas que, siendo creativo, deben ser inherentes a ti. Buen trabajo.

[Bill · Rating 2 out of 5]

When a book opens with a picture of the author/artist sitting incorrectly in an uncomfortable chair, looking thoughtful, you know what you're getting into, and this book doesn't disappoint. The book is an inherent contradiction, a self-indulgent book of rules for creativity that regularly points out that there are no rules. (Perhaps a reflection of the "Juxtaposition" chapter?) Some readers may be inspired by some of the prompts here, especially those working in advertising, but this book completely lost me towards the end when that old chestnut of "don't worry about money" comes into play. Specifically, here that message is spun as not making money a priority, but added with a chapter espousing the joys of not planning for the future, it's a borderline toxic message for young artists. I highly recommend the Steal Like an Artist: 10 Things Nobody Told You About Being Creative series as a better alternative, and books like How to Be an Artist Without Losing Your Mind, Your Shirt, Or Your Creative Compass: A Practical Guide for advice on balancing the realities of money with the drive to be creative.

[Green Hedgehog · Rating 4 out of 5]

Забавно то, что когда я искал информацию об авторе этой книги, то на русском языке в основном полно информации лишь об его двух произведениях (включая это). И обычно эта информация подается в стиле: великий рекламщик делится секретами своего мастерства. А вот о том, в чем же крутость и главное – за какие заслуги этого рекламщика называют великим – этого в русском сегменте маловато. В английском интернете информации чуть больше. Там даже есть небольшая статья в Википедии. И из нее понятно, что за свою деятельность автора этой книги посвятили в рыцари. Что его рекламное агентство получило довольно таки много премий и прочих знаков отличия. И что сейчас ему уже за 70 лет. В общем, из этих обрывков информации можно нарисовать такой портрет олд-скул эксперта. При этом он не особо стремится к популярности и увлечен в основном своей работой.

И, в общем-то, советы примерно соответствуют этому портрету. С одной стороны они довольно банальны. Например, совет о том, что нужно читать литературу не только по дизайну, но и, например, газеты и журналы по экономике и бизнесу. Или, совет, о том, что в своих рекламных компаниях нужно рассказывайте истории. А так же - искать вдохновение вокруг себя, держаться за свое виденье, общаться с людьми. С другой стороны - автор довольно легко отметает, казалось бы, устоявшиеся стандарты. Например, никакого брейнсторминга. Вместо того чтобы проявлять индивидуальность работники в этом случае будут прятаться за средним общим мнением. Или, например, его совет о том, что к работе надо подходить злым. Что когда человек чем-то разозлен, он гораздо продуктивнее работает. Поэтому, перед творческой работой нужно прочитать что-то, что вас разозлит. Ну и, конечно, куда без вопроса о том, как же следует относиться к клиенту – как к участнику разработки, или к человеку, который сам не знает, чего ему нужно?

На мой взгляд - следовать этим советам, или игнорировать их - выбор должен как обычно оставаться за читателем. Но вот книжку я, скорее всего, порекомендую для прочтения всем тем, кто занимается творческой работой. Все-таки большинство из предложенных автором решений выглядят вполне себе рабочими. Например, то, что надо просто взять и что-нибудь делать, не бояться чистого листа. Да-да, банальность, но ведь работает, если решить этому совету последовать. Вообще работоспособность многих рекомендаций из этой книги можно проверить вполне себе опытным путем. Или даже простой логикой.

Кстати, книга выполнена в довольно удобном формате для чтения. Разбита на множество небольших глав. Каждая из них посвященная одному аспекту. Она никак не связана с остальными, никак нигде больше не упоминается и ссылок на нее в других частях книги практически нет. Что-то вроде записи в блоге на заданную тему. Понятно, что подобный формат очень на любителя, но вот так получилось, что я, как раз такой любитель. Мне иногда нравится погружаться в ту или иную тему ненадолго. Вроде как прочитал мысль, обдумал на досуге и перешел к следующей. Ну, или попытался попробовать новую технику на практике. Сама книга, кстати, объемами совершенно не поражает. Если читать все быстро и подряд - можно управиться буквально за час. Вдобавок, примерно четверть книги – это иллюстрации.

Но, на мой взгляд, лучше посвятить этой книге хотя бы пару деньков. Как и в случае с книгой 12 нельзя - её стоит поставить куда-нибудь на видное место. Просто чтобы помнить обо всех этих способах и хитростях. Не забывать о том, что они такие есть. Ну и просто одним взглядом на эту книжку стимулировать свою творческую энергию.

[rim · Rating 5 out of 5]

A good reminder of what matters in our creative pursuits and how to practice it everyday

[Aditya Vidhate · Rating 5 out of 5]

One of the most unique and interesting books I have ever read. I stumbled across this small book. It's very straightforward. No bullshit. Written by Sir John Hegarty. Has lessons on creativity (and life if you ask me). What made it special for me is that the book speaks of brutal honest reality. No butter.

[Clarice Choy · Rating 5 out of 5]

I like that it is a quick and easy read. It has simple ideas which are difficult to execute. It also gives a good overview on how to approach the topic of creativity. Wouldn’t say I learnt anything new, but I appreciate that Hegarty managed to deliver a complex topic very simply.

[Stefan Videnov · Rating 3 out of 5]

A very fun, little and easy to read book trying to tell (teach) you things that cannot be told(taught).

[Clarissa · Rating 5 out of 5]

An almost pocket sized book with indispensable advice and ideas regarding the vast subject of creativity!!

[Тамаркин Артем · Rating 4 out of 5]

I can’t say there is new information in this book. But it is presented freshly and interestingly. It was enjoyable and inspiring to read 😌.

Also, you can literally eat pages from this book. In that way, you fill not only your mind but and your stomach 🙂.

[Juan Serenellini · Rating 3 out of 5]

Algunas buenas ideas sobre creatividad. Ahora bien, si lees a Rick Rubin le tenés que dar cinco estrellas a este. La decadencia del pensamiento creativo es pasmosa. Pero Hegarty es siempre bueno.

[Victor Volpe · Rating 2 out of 5]

This is a book advertising people could easily skip. Didn’t bring me any insights or new ways of approaching creativity. Just a bunch of rules that the author insists in calling “philosophies/advice/etc.”

The only advice I could use is the topic on avoiding brainstorming sessions. The rest is skippable.

Hey Whipple Squeeze This and Cutting Edge Advertising are much better books on the topic.

[Karmel · Rating 5 out of 5]

inspireeriv teos, mida vähemalt korra aastas jälle üle lugeda. aitab hästi loomingulise spliini vastu!

[Holly Cooke · Rating 4 out of 5]

I had to read this book for the 2nd module of my Uni course, so I ordered it without finding much out about it. When it arrived I was rather surprised, especially after the gigantic books I'd had to read for our 1st module; it's pretty much pocket sized and not over 150 pages, great for when you need to get through a book quick.

This book was a really interesting, intriguing and witty look into creativity, and the creative process. Hegarty gives the reader hints, tips and ideas on how to develop their creativity, ideas and careers; how not to dry out and what to do/not to do when trying to find inspiration. Each double page was a new topic, tip or idea and were paired with sarcasm, wit and hilarious illustrations.

This is a relatively easy and quick read; perfect for artists, those working in creative industries or studying creative subjects/majors at university. It's fun and lighthearted whilst being straight to the point and no nonsense, what you see is what you get with this book, but it's also hilarious and no hassle whatsoever.

[Niraj · Rating 4 out of 5]

There is no rule, especially if you don't follow. However, Sir John Hegarty, in his book, "Hegarty on Creativity", defeates the purpose of its subtitle, "THERE IS NO RULE" and introduces us to fifty helpful and indispensable rules of pursuing a gratifying creative career.

This small big book is comprised of scattered ideas and it's up to a creative person to connect the dots and how creative you can be in doing so.

Despite having an illustrious career in advertising, the author unabashedly accepts that creativity is not perfect and totally subjective. Having said that, he imparts some convincing arguments on how to fight with the ambivalence that comes with a piece of art and creativity.

Unlike creativity, there is a rule to read this book which is, consuming it in parts and eventually manifesting the sum of those parts and the whole.

They say, "Big things come in small packages." After reading this book, I would say, "Big ideas come from recurring small efforts that broaden our thoughts", and that's where this guide has triumphed over my mind, heart, and soul.

[Michael Dodd · Rating 4 out of 5]

You might never have heard of John Hegarty or his advertising agency, Bartle Bogle Hegarty (BBH), but unless you've been living in a cave your entire life you will have come across at least some of the work he's been involved in. Vorsprung durch Technik? That was him. Levi's adverts such as the guy dancing in his boxers in the launderette, or Flat Eric? Him too. He has sustained a creative career over an incredible four decades, and in Hegarty on Creativity he attempts to distil some of his philosophy regarding creativity and the creative process

Read the rest of the review at http://trackofwords.wordpress.com/201...

[Kelsey · Rating 2 out of 5]

Read this to get some other perspectives on creativity for a project I'm doing. The content of this book is pretty mediocre and the design of it is pretty stupid. "Overdesigned" comes to mind. It's not cute, clever, or even creative to have a little book with different fonts and indentations, scribbly lines and inane cartoons. With lines like "collaboration is fine for sex, but not for creativity" (something like that..) the book comes across less as fun and irreverent and more like "trying too hard."

[Nguyên ngộ ngộ · Rating 5 out of 5]

cuốn này như tém lại 40 năm hành nghề, bao nhiêu triết lý sâu đíp gói ghém vào đây hết.
Mình mới hành nghề creative khoảng 1 năm, nên vừa đọc vừa ngẫm mà cũng chưa hiểu trọn ý.
Mời nhâm nhi!

[Rachael · Rating 3 out of 5]

A cute little book and an easy read... But I do have something against these punchy tell-it-as-it-is "I know best" sort of 'self-help' books. This one was more pleasant to read than most not only because it was particularly short, but because the design was unique and interesting. I suppose it covered a fair amount to be honest, and a good deal of it was sound advice, though none of it really new or illuminating, and some of it even seemingly contradictory.
Eg. I found it odd that Hegarty insists that people need to specialise in one particular area rather than dabble, yet later insists that creation should be about enjoyment. (Perhaps this is because whereas I'm coming from the point of view of a hobbyist who views enjoyment and the creation and absorption of art for its own sake, he is writing to people with the aim of achieving success/ greatness in their creative activity. So a bit of give-and-take is needed.)
I also fear there's a danger that his recommended 'dedication to perfection' might hinder readers' activity now or diminish their achievements along the way. I'd view perfection as an impossible aim, so dedication to it is... well, perhaps this should be taken with a pinch of salt and he's just telling people to try hard.
He also instructs that one should keep at the same 'wrong' drawing until it's right, rather than turning the page and starting again... Yet this line of thought seemingly doesn't apply to merely 'good' ideas - those you should just tear up.

Sometimes I thought he was too judgemental in his assumptions and too quick to make 'rules' (despite nonetheless insisting that there are none); eg. condemning people for having their headphones in. On the one hand, I totally understand his point about it disconnecting people from the world and all the rich experiences that could be had through fully engaging with it. On the other hand, listening to music (a form of art) or perhaps an audio book (another) can itself be a valuable source of inspiration and improve emotional wellbeing and allsorts, so to condemn it so quickly is quite narrow-minded. (Not to mention, in the example he provides as evidence against plugging in the headphones, Paul Smith spotted the lucky charm with his eyes not his ears, so he could've seen it just as easily whilst walking with headphones in... just saying.)

Not to mention sometimes I couldn't even relate to what he was saying.
'It's not for nothing that we say no one ever bought anything while they were asleep.' (p21) Do we say that?
'There's a well-known saying that goes like this: Read shit and you'll think shit and you'll create shit.' (p62) Is it well-known though?

Though despite my nagging above, there were a couple of valuable points I feel he made (at least that struck me personally as valuable):
The first was about the importance of consuming information from unusual sources.
Another was about working with people who are different to you, and good at what you're not. (I liked the analogy about the differences rubbing up against one another to hopefully produce sparks.)
'Bad weather is generally great for ideas.' (p86)
'A great idea creates its own timing.' (p99)
Swapping seats. Hot-desking takes this literally, but I'm really beginning to warm to it and see its value.
'Stop trying to predict what's ahead of you and choose instead to make this moment, the one you're living now, the most enjoyable and rewarding it can be.' (p117)

Also... a few complaints notes on illustrations:
On p100 there is a sketch of a wine glass and a little spilt puddle of wine next to it, annotated with dimensions. The spillage is apparently 10mm deep. Which is bullshit because by the angle/ perspective of the glass it clearly aligns almost with the base of the glass which is wider than the annotated 50mm diameter of the glass' rim.
I also do find it ironic that upon seeing this book for the first time, my initial reaction was to spend far too long looking at (and feeling frustrated by) the cover illustration, trying to work out whether the fact the wording on the eraser doesn't align with the angle/ perspective of the eraser is an error, or was done on purpose because 'there are no rules'?
Although I'd like to think these two mishaps were knowingly and purposely conceived, I doubt that is the case.

[... I feel like this review is predominantly negative... It is a cute book. Not bad at all. I did kind of like it a bit. It's also yellow. And has rounded corners.]

[Carole Tyrrell · Rating 3 out of 5]

John Hegarty, one of adland’s brightest and most enduring talents for over 40 years, reveals some of the secrets behind creativity.
Firstly, there are no rules. Instead, this book contains 50 provocations or guidelines.
After all, if there were rules, then we’d all be creatives and I’d be retired and on my yacht or in my Gothic fantasy folly.
So he begins with the blank page. Often a sight to strike terror into the heart of anyone. Don’t let it intimidate you. Scribble on it, turn it into origami until it’s not a blank page any longer and you can begin. Rejecting the possibility of failure is also part of the first step.
Also fearlessness. As Hegarty says, if Danny Boyle hadn’t believed in his ‘vision’ for the opening of the 2012 Olympics we might not have had such a stirring, remarkable event.
Brainstorming – sounds good but not always. Creativity by appointment. I’ve always favoured the back burner approach. I go off and do something else and leave my brain to cogitate and work out any difficulties. When I come back after a break suddenly the twisted, knotted problem has unravelled. I had a story that stoutly resisted my attempts to open it out and revise it until, after a break and having put it aside, I came back to it and there was the solution. I knew where it was going.
‘Where do you do your best thinking.’ Hegarty’s reply ‘When I’m not thinking.’ Very true.
One of his ad agency’s best ever straplines was ‘When the rest of the world zigs, zag.’
Also why wear headphones to shut yourself off from the world? Another truth.
Focus – specialising in one area. The musician Captain Beefheart was an artist as well but had to make the choice between music and art. He chose the latter.
Never move on until you’ve achieved what you set out to achieve. Keep working on something until you’ve got it right.’ Bad weather as an aid to creativity – no distractions.
Failure:
Don’t dwell on it.
Move on.
Forget
I wish I’d read this advice 30 years ago.
So if you haven’t failed, you haven’t really tried.
If routine stunts your creativity – switch desks.
Ultimately I felt that this book was aimed at people working in adland but the examples I’ve quoted above were useful to me and rang a bell.

[Shahina · Rating 4 out of 5]

I bought it several years back and it seems like i only gave it a few glances until today. And then it needed just one sitting.

A bite sized book you can carry along effortlessly, cover in bold yellow and fun, makes a big sound when dropped, can hurl it at something or someone and be assured it will be impactful. A perfect little irreverent bible on creativity - the fearless kind. According to Hegarty that's the only kind. Love the thought of it, not sure if I fully agree. When there are no rules why bind it with another?

While it is contextual to advertising coming from an advertising great, it seems to distill with flair the essence of what 'creativity' ought to strive for. Things to remember you can keep going back to. And have to go back to every once in a while. Whether you have a story to tell or a picture to paint or a joke to craft or a song to compose...

from the back cover
"Creativity isn't an occupation, it's a preoccupation." :)

[Aziz · Rating 2 out of 5]

This was a gift and with an attempt to try and read all the books i own this year, i’ve ended up suffering through this. There’s a whole chapter about how famous creative people should never read anything written about them, as they’re game changers, there will be people who can’t really digest those ideas. So i shouldn’t worry about this review being read by Hegarty himself. Being one of the most cookie cutter books on “creativity”, i totally lost any interest i had left after the chapter about bad weather and how it fuels creativity. Which he claims is why London is amazingly creative and Hollywood produces shit movies, because people want to enjoy the good weather with a beer rather than create.

If you feel it’s been quite a while since you’ve been eye-rolling at anything, this book is the perfect opportunity!

[Arpit · Rating 3 out of 5]

About 90% of the topics the author describes in this book you already know. There’s nothing outstanding and out of the box stuff in this book. Only unique thing about this book is its overall design and layout and formatting of its page. If you wanna know about how to be a creative in theory, try this book. But beware! some of the shit the author has said in this book is ridiculous. For example, if you can’t produce creative thoughts, just transfer your workstation to the place where the weather is trash. You think I’m just gonna change my workstation to fucking London just because my smooth brain can’t think of any creative ideas? Man my broke ass couldn’t even afford that.

[Erik Logstrup · Rating 3 out of 5]

In my opinion, there is always something to take away from a book...

That's also the case with Hegarty's collection of thoughts on creativity - just not as much as I had hoped for.
Most of the ideas/thoughts are of a pretty high-level nature - not really inspiring too many AHA-moments.

That could, however, easily be down to this book perhaps being intended in another direction - so it may just be my own expectations that are not really met - which is, of course, no fault on Hegarty's side...

[Lily Shallow · Rating 4 out of 5]

Read this book for a class on global creative advertising. I found it incredibly useful in that regard. As a book in general, I thought it was fairly enjoyable to read, too. I loved the creativity that went into the layout/graphic design of the book. As far as content goes, I don't think it does more than the average "here's how to do what I did" book, but it also definitely doesn't do less. I'd recommend it for people trying to hold themselves accountable on creative projects where no one else really is. A solid resource, in my opinion.

[Tee Hussain · Rating 4 out of 5]

Very interesting book from John Hegarty here. Founder of one of the worlds biggest ad agencies, he explores different topics on what it means to be a creative, that only a creative would really understand. Things like: collaboration, philosophy, ego, failure and cynicism.

I really enjoyed this book as someone who’s slightly lost in the world of creativity whilst at uni at the moment. I’m looking forward to reading his book ‘Hegarty on Advertising’ next - as this specifically focuses on the industry I’m trying to get into!

[Magda · Rating 4 out of 5]

Good as a "one-chapter a day" position. Hardly can call these chapters anyway, but that makes it concise and digestible. While there are some ideas that I do not agree with (e.g. money/not planning for the future), I think as long as we take these teachings with a pinch of salt, they can be quite good motivators. At least for me, a person that tries to get back into regular art creation it did set up an arty mindset for my days. I see myself going back to random pages in times of a rut.

Read between the lines, take only what you need from it.

[mostly meri · Rating 4 out of 5]

Sir John Hegarty’s book reads like a candid chat with a seasoned mentor. No grand theories, no mystique, just hard-won truths from decades in advertising. Hegarty dismisses the myth of the lone genius, insisting creativity thrives on curiosity, grit, and collaboration. His advice is practical: steal wisely, embrace failure, stay naïve. Yet beneath the pragmatism lies urgency. A call to resist complacency in a world drowning in mediocrity. It’s not revolutionary, but it’s honest. A reminder: Creativity isn’t a gift. It’s a muscle. Use it or lose it.

[Miguel Pinto · Rating 4 out of 5]

this was a good read, but was it awesome read?

it depends on the perspective, in a way present set o ideas and views on different aspects of creativity that might have an inspiring effect on some.
if we look with other eyes sometimes it feels lacking or even too superficial.

don't get me wrong I enjoyed this read, but in some aspect feels a bit lacking, nevertheless, I recommend this book

[Woradorn · Rating 1 out of 5]

เป็นหนังสือประเภทที่น่าเบื่อที่สุด
ทำสิ่งนั้น สิ่งนี้แล้วคุณจะประสบความสำเร็จ
การสร้างหลักการและกฎ โน่น นี่ นั่น ขึ้นมาพร้อมบอกว่าถ้าทำแบบนี้แล้วจะประสบความสำเร็จ
การจับโยงเรื่องราวความสำเร็จของคนอื่นมาเล่าในแนวทางที่ตนคิดว่าพวกเขาต้องทำแบบนี้แน่ๆ ถึงได้ประสบความสำเร็จ
ซึ่งมักเห็นได้บ่อยในงานเขียนแนวๆ นี้

ในแง่หนึ่งผมคงคาดหวังที่จะได้อะไรจากมันบ้าง แต่กลับหาไม่เจอ
แต่ก็ชอบไอเดียหนังสือกินได้นะ เอาไปใส่แกงกะหรี่น่าจะอร่อยอยู่

[Ricardo Diz · Rating 5 out of 5]

Mais um livro sobre criatividade onde não há regras. Este livro apresenta algumas ideias sobre a criatividade e algumas dicas sobre como usar a criatividade. E tu também és criativo. Se Van Gogh vendeu um único quadro quando era novo e ao irmão e agora cada quadro vale milhões, tu também podes ser um Van Gogh mas como diz no livro tem que ser a melhorar as formas de apresentação para não morreres sem que sejas reconhecido.