“It is by logic we prove, but by intuition we discover.�
We base our creative method on this idea of Leonardo da Vinci. Indeed, the need to balance logic with intuition is well understood. But how well is it practiced? Consider the vast number of ideas you’re exposed to each day. How many stick?
Ask advertisers about the situation, and they’ll say over-saturation. ... The message just isn’t hypnotic enough! We say it isn’t vibrant enough. Life—organic expression—is the union between intuition and logic. An elusive feeling tempered by analysis. To be fluent, a message must cycle between logic and intuition, like a breath in and out.
And when you succeed, your message not only attracts the right customers, it nourishes everyone connected to your business. It reminds you, each time you see it, why you’re in business.
Cycling between logic and intuition isn’t a new idea. But applying it requires systematic discipline. Intuition guides us. The spirit of experimentation propels us. The demand for return on investment keeps us on course.
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