The creative process is often thought of as a completely solitary process. A creative brain unleashes its powers and, given enough freedom, creates something amazing from nothing, all on its own.

I think the truth is less romantic and more, well, realistic. You need at least two twigs to make a spark. Check out this quote from Steve Jobs:

“It’s through the team, through that group of incredibly talented people bumping up against each other, having arguments, having fights sometimes, making some noise, and working together they polish each other and they polish the ideas, and what comes out are these really beautiful stones.”

So this implies a friction and a teamwork which is necessary for creative things to happen. The Beatles as a group were greater than the sum of their parts. Fine solo albums from all 4 notwithstanding – the friction was necessary to change the face of music and to generate something as unique as Sgt. Pepper, or Revolver.

So why doesn’t this creativity and spark happen more often? In my life it is because of the fear of disagreement. I want everything to be happy and easy all the time. But conversations, confrontations and disagreements are part of the human condition. I need to force myself to reach out for opinions, to open myself up to arguments and disagreements on a piece of work. It is through this process that the product is polished. It is the hardest but simplest thing you can do, is talk to someone.

Who is best to talk to? Well the person you are selling to of course. Only they can offer the best insight as to why they liked or disliked what you have to offer.