John Hegarty’s 5 Most Provocative Thoughts About Creativity

'Bollocks to failure,' says the BBH co-founder

John Hegarty is an advertising icon, as co-founder and creative leader of Bartle Bogle Hegarty. And with that comes many honors, like getting inducted into the American Advertising Federation Hall of Fame. That happens on Monday night.

Also, Hegarty has written a new book about—what else?—creativity. "Hegarty on Creativity. There Are No Rules" is blissfully concise and even fits into your coat pocket. As an Adweek public service, here are Sir John's five most provocative thoughts in the book:

1. Collaboration is great for sex, not so much for creativity. In short, groupthink breeds blandness.

2. Bollocks to failure. Yes, it happens, but don't dwell on it. Move on.

3. Nothing is original, so strive for something fresh instead. After all, it's how others respond to your ideas that counts most.

4. Take your headphones off. Being creative means being connected to the world around you.

5. And finally, like Paul McCartney, everybody needs a Lennon—a partner who can challenge your thinking, and in the process, produce better art.

Now let's hear from the icon himself, shall we?