Where do your ideas begin?
I always look forward to Eric Noguchi’s “You know you’re a designer when…” tweets.  They’re quirky, imaginative, and bang on. Not that I’m a designer, but I definitely identify with the sentiments.
Yesterday’s gem sparked a flurry of Twitter conversation. Why napkins? Eric suggested, tongue in cheek, it’s because napkins are non-threatening and have no expectations.
Designer Gary Holmes then gave us a link to a napkin sketchbook. Nick Hammond wanted sticky notes instead, because you can’t lose them and they don’t tear as easily.
When the stakes are low you can stretch parameters
I decided linen napkins with matching push pins for the cork board would be the ideal thing. I was teasing a little, because Italian food expert Carmelita Caruana was part of the chat. Unsurprisingly, she wouldn’t be inclined to let us use hers, but she liked the idea of framed linen sketches.
Laura Merritt joined in with suggestions of alternative drawing media. Laura does tea stain sketches, among other wonderful things.
As the ideas sped past, I got to thinking: what happens when you switch from paper to linen? How does that affect your creative process? What happens when you need the good napkins, but lose your nerve and grab the paper ones instead?
Indulge the urge to play
As Gary pointed out, big ideas are more important than big budgets. If you’re focused on how much something costs, you can really jam up your creativity. You focus on the wrong thing. You get precious with it.
New ideas need room to flounder, to wander through the clover and play in mud puddles. You need to give yourself permission to go through as many paper napkins as necessary. The beauty of low stakes materials is you can be spontaneous and unselfconscious, like the way you are when you’re kicking around ideas and laughing with your friends, just for the hell of it.
Doodling isn’t just for making art
The same process holds true for your marketing. Don’t get hung up on the price of delivery, or what the final result has to look like, too soon. The ideas come first and your priority is simple: to delight your customer. If you do that, you’re well on your way to creating a memorable experience.
You can choose your tools later.
Or if you’re the type who thinks best with toys in hand, take your favourite one and let your imagination run before you decide to get down to real business.
And while you’re making the transition from play to serious business, remember: great marketing does not have to cost a fortune.
Show your work at its best—make your presentation
Once you’re past the brainstorm stage, have firmed up your ideas and are ready to dig in, you get to fancy it up. You’ve discarded what’s not working (and likely have a nice little stack of new ideas to pursue later from the best of that bunch).
This is the time to get the linen napkins, polish the silver and light the candles. Paper napkins aren’t needed here. You’re not doodling in your favourite coffee shop anymore, you’re ready to present your finished work for real.
Your customer deserves the good linen. So do you.
