I want to introduce you to a book you need to read, if you’re a creative professional, or anyone who wants to lead a creative life (which is you if you’re reading this.) Here’s where the story starts—one of my favorite documentaries is “Art & Copy” (watch on Netflix) and again if your a creative, this is a must see. This film covers the stories of a dozen or so of the most kick-ass advertising folks over the last 50 years, and gets into their approach and style. ‘Nuff said, just watch it.

Featured in the film is George Lois, one of the most influential figures in advertising. I got in touch and asked about his process and he said he had a new book coming out that answers this  fully. So his publicist was kind enough to send me an advance copy, which I tore into and LOVED. They were then also generous in providing us with some excerpts from the book, “DAMN GOOD ADVICE (for people with talent!)” Here’s the first installment. Read each as post them and tell us how you can apply this to your creative endeavor, whatever it may be.—Marc

My Anti-Slogan: “George, be careful!”

Looking up from my crib on a dark and stormy night, God commanded: “George, be careful.” (I remember it well.) My earliest childhood recollections were punctuated by three words (in Greek) from the lips of my mother, Vasilike Thanasoulis Lois: “George, be careful.” They have been a refrain throughout my life–a sincere admonition from the lips of people who have always meant well but never fathomed my attitude towards life and work. In the act of creativity, being careful guarantees sameness and mediocrity, which means your work will be invisible.

Better to be reckless than careful. Better to be bold than safe. Better to have your work seen and remembered, or you’ve struck out. There is no middle ground.

“Creativity can solve almost any problem—

the creative act,

the defeat of habit by originality,

overcomes everything”

George Lois

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