Impactful Narratives Centered Around Human Truths: The Core of Creativity

The north star of any and all creative briefs should always be: 'What is the human truth?'

Or rather, as a result of this 'thing,' what will they feel?

What will they learn and discover?

What human experience am I addressing?

What does this person need to understand in order to connect with what I am saying?

Throughout the creative process, we connect with this north star to ensure that the intention is not getting lost along the way—to stay true to the message, the intention, the cause.

Ultimately, I believe the reason we create is to connect with other human beings– to awaken something in ourselves through the act of creating– to feel something when that 'thing' is heard, seen, or felt by another human.

At the root of it all, none of us want to be sold anything. We don’t want to be told we need something we don’t, in fact, need, especially by someone disingenuous who just wants our money. Or attention.

What we do want is to connect with something on a deeper level, whether it's obvious and in our face, or deeper and in our subconscious; that is the root of all our actions. We feel somehow connected or called or pulled in a direction, enabling us to make decisions.

That’s why this act of connecting to humanity is such an important element of creativity. What is the point if it isn’t done right?

You can have the best of intentions, but if the crucial step of discovering the human truth you are appealing to or trying to communicate is not identified in the beginning and maintained throughout, then it is all pointless.

As the artist who sits and observes the patrons of the cafe so he can accurately capture their essence in his drawing, so too should we observe humanity to understand what it even is that we are trying to create, or importantly, reveal about ourselves.