BEING PAID TO CREATE BY LISA KUHN

For the last 20 years I’ve been paid to be creative as a book designer. I’ve designed over 500 books. The secret to finding so many creative solutions that not only sell, but sometimes even win awards, is in the creative process.

The first step is to clarify the assignment. The end goal: find that special thing that this project is bringing to market that makes them unique.

Then I ideate. I get my sketchbook out and I try to write down or sketch as many words and ideas that stem from that unique thing. I’m going for volume.

Next, I will converge my ideas. I cross out any idea that I’ve seen in that previous research, that aren’t unique ideas or that don’t embody that unique thing that was previously identified.

Lastly, I strategically decide on 3 designs to present to my client. My metric is to present one that I know the client will like, one that pushes them in a more daring space, and one that is wildly creative (these are the award winners). I am able to avoid burnout and be successful because I strictly follow this rule: never present anything you’re not proud of.