Editor’s Note: Hugh MacLeod is one of the leading authorities on the creative process. He is the author of ‘Ignore Everybody and 39 Other Keys to Creativity’, ‘Evil Plans: Having Fun on the Road to World Domination’ and ‘Freedom Is Blogging in Your Underwear‘. He is about to publish his new book ‘The Art Of Not Sucking’. He is a cartoonist, entrepreneur, technologist, speaker and professional blogger, known for his ideas about how ‘Web 2.0′ affects advertising and marketing. After a decade of working as an advertising copywriter, Hugh started blogging at gapingvoid.com in 2001. You can read his full bio from here.
eTalk’s Niaz Uddin has interviewed Hugh MacLeod recently to gain his ideas and insights about creativity and art which is given below.
Niaz: Hugh, I know you as a Cartoonist, Best Selling Author, Public Speaker, Entrepreneur, Technologist, Blogger, Marketer and this list goes on and on and on. What do you think about your best identity?
Hugh: Cartoonist! I am a Cartoonist.
Niaz: But you are doing a vast array of activities. Why do you think being Cartoonist is your best identity?
Hugh: Well there is no point of being a billionaire if you don’t feel it. Being cartoonist is the thing I can be from my inner soul and cartoon is the thing I can do my own where everything else is just the tools that you need to interface with the world. They come like the delivery mechanism.
Niaz: As a cartoonist what is your vision?
Hugh: My world vision is to make people think differently about office art. I want to transform the world of business art. From my personal view, I want to make better and faster cartoons.
Niaz: So you are creating art. Changing minds. Telling a long story with impressive creative art by using only few words. Integrating complexity and problems to provide easy solution via your cartoon, sometimes via your art and sometimes via telling an excellent story. So what do you think about the significance of creating art now?
Hugh: I don’t think that there is any difference of creating art now then which was thousands years ago. Art is the reflection of our inner soul, our beliefs and the fact that we love from our heart. I think creating art means showing the world that we are not alone. I don’t know what Nusrat Fateh Ali Khan sang. I don’t understand whatever language he did speak. But you know there is a spiritual dynamic to his work that connects you somehow. You go and look Ancient Art, Native American Art, Chinese Art, Hindu Art or whatever; you will find the spiritual dynamics that connect you genuinely. So when you ask, why should we make art, you should have asked ‘why should we pray’ and then you should have asked ‘why should you believe in god’. Creating art is always significant. It doesn’t belong to any time dimension. It’s innocent. It’s the true connection.
Niaz: You are a great marketer. You have been working with all big corporations and helping them for getting things done. Now, what does the term marketing mean to you?
Hugh: Well marketing to me, is the art, science and everything. Marketing is associated with all of the things that you need to get your idea spread.
Niaz: What do you think about the core problems of marketing?
Hugh: I think the core problems are marketing is very selfish, marketing is very loud, marketing is ill-mannered, marketing is wasteful and marketing is all kind of horrible things.
Niaz: So what are your ideas about how ‘Web 2.0’ affects advertising and marketing in this connected digital economy?
Hugh: Well from my perspective, it takes a way to need to scale. For example when I was a kid, when I was in your age, self publishing was so hard and expensive as there was no internet. So the way to be successful was hardest. Your cartoon had to be discovered by the Magazine, Newspaper, TV Shows or something like that. You had to get the approval of the record company. What I figured out a while ago, how much I need for living? I just need paying my bills. I have figured out, if I have 10,000 people who will give me money whether to buy t-shirt, cartoon, book, print or painting, I can make a living. And so to me, finding these 10,000 people using the Blog, Twitter or Facebook is cheaper, faster and easier that we couldn’t do before that. For example, in the old days, you ran a cartoon in the magazine. Then you had to wait until a person saw your cartoon in the book shop or saw your add that you pay at the back of the magazine and tell someone. It would also need a lot of peers. You had to wait for other people to tell your stories. So you had some other things beyond your own control. Now internet has made this business model for a cartoonist that is cheaper, better and faster. As a result our advertising and marketing has been changing revolutionary.
Niaz: You have been creating Social Objects. Can you please tell me about ‘Social Objects’?
Hugh: The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if you think about it, there needs to be a reason for it to happen in the first place. That reason, that ‘node’ in the social network, is what we call the Social Object.
Niaz: Can you please give an example of ‘Social Object’?
Hugh: Oh there are so many. Social object is something that is cool. When people mean cool, they mean it only because it is social object. Cool doesn’t reside in products. It resides in the interactions. Once Nokia Phone was cool. Now the social dynamics has changed. So it’s no longer social objects. I would say, it’s not social object because it is cool. It is cool because it’s social object. I love Bangladeshi Cooking. I love Seth Godin. I love Beatles. All of these are social objects.
Niaz: I first came to know about your impressive creative arts at the beginning of 2006 via your most popular manifesto ‘How to be creative’. Till now, it’s the most popular manifesto of ChangeThis.com. Why do you think creativity is so much important of doing and making things happen?
Hugh: Well that’s how we are designed to survive. You know we aren’t cockroaches, tigers, or elephant. We have our brains. And our brain is genetically designed to figure out how to hack the world. If you look at our species, our ability to evolve, survive and dominant the world is all about creativity. It’s a biological spiritual necessarily. God made us creative. And it’s our nature.
Niaz: Can you please explain the title of your book ‘Ignore Everybody’?
Hugh: Well this isn’t saying to ignore everybody from the day you born to the day you die. I think there is a trouble to ignore everybody. What I mean is that nobody can tell you whether you’re idea is any good or not, especially in the beginning. All you can do is soldier on alone…. ignoring everybody.
Niaz: What are the secrets of being creative? Can you please tell us some points on being creative and asking interesting questions?
Hugh: You already are. You already born that way. Keep it simple. Keep it cheap. Keep it consistent. Practice. I think you could be loaded up with complexity and problems. But keep patience. Keep trying. Grow up your stamina.
Niaz: Hugh, Thank you so much for your time. I am wishing you very good luck for all of your impressive works.
Hugh: You are welcome Niaz. Thanks for having. Good luck to all of your ideas and endeavors.
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