Hi! Welcome to the 4 CreativeWheels newsletter — your weekly dose of insights on creativity and fuel for your creative journey.

It’s the 4/4/2024, this is the 4th issue of 4 CreativeWheels, and it’s Part (4÷2) of our 2-part series about inviting others into a different world through our work.

In this week’s issue, you’ll get 4 tips on how to do just that and ensure a long-term connection between your work and audience.

Without further ado…

Let’s start the ride!

(Missed Part 1? Here you go. 😉)

Main Wheel

My head was out, my mouth opened wide, and my eyes laser-focused on that big billboard, as the car went in a different direction.

I got my head back inside but had multiple questions wandering in my head.

"Oh that was interesting, how can I get that?"

"How did they come up with this idea? Did they do it on purpose?"

We got home and I was still thinking about the billboard. Now when I think back on that event, it all made sense.

It wasn't a recurring event. Yet when it happened, I had familiar reactions.

Having my eyes about 8 inches from the TV, lying down with my arms in a diagonal position and my palms supporting that big head of mine, or looking at the sky (or roof) with hints of tears as I listened to that song, all of which were results to experiencing great creative works as a young boy.

Though I no longer have my eyes that close to the TV for my eyes' sake, I still have child-like reactions whenever I see and experience great and creative pieces. The creative works that invite the audience to another world.

The ones that get the connection between the work and the audience right.

They are special creations leading us to that level of amazement. We can even forget whether it's an ad, a set of sound waves, or the thing that helps Bob Iger keep his job.

They are what we aspire to as creatives. We all want our work to have a long-term impact on our audience. We all want to have that human connection between us and our audience as, we also, are humans.

In my search to understand how I can create such work, I found a pattern. All of the past, present, and future great creative works use 4 methods.

These methods help the creations effectively invite others into their world, create long-term connections between them and the audience, and elevate the work as a result.

Here are the 4 ways to invite others into your world and create that deep bond between your work and your audience:

1. Establish where you're coming from

Without a setting, you cannot understand a story properly. A setting helps contextualize a story as it unfolds. It influences the characters.

In the same way, great creative works have a context in which they abide. It's the frame that shapes how we, the audience, would see the work.

However, it doesn't have to be a standard setting. It doesn't have to describe the place, determine the time, and demonstrate the social environment. Yes, these elements are important. They participate in providing context. But, they are not the needs.

To establish where you are coming from, you only need to show why we are here. You should not tell it openly, but exhibit the desire, pain, or aspiration that needs to be addressed.

If you miss that, the other parts of the setting won't be valuable.

It was great to know that Po was in ancient China, an adopted Panda, and loved noodles. Yet, the reason why we followed his journey was because of his admiration of the Fantastic Five and desire to become a Kung Fu master.

Without this reason, a reason that we can all relate to, the Kung Fu Panda movie would have not made that deep connection to the audience.

2. Lead them to what is obvious but not visible enough

When your audience knows why they are here, it's easier to surprise them. We often try to surprise people by doing the extraordinary. With enough effort, you can do that.

Though some great creative works do amaze us by being extraordinary, it's not what makes them distinct.

The distinction between some creative pieces and the ones that form the long-term connection between the work and the audience is showing what is obvious but not visible enough, showing why it is important, and how it applies to the lives of the audience.

What does that mean?

That means indirectly leading people to a thing that we all know but don't see enough of because of its familiarity and nature, and helping them realize why it matters.

It's like you're in a room. You've been in there for some time. Nevertheless, you noticed an object that was right in front of you after someone guided you to its location.

Moreover, when the person gradually leads you to it, you realize how essential that object is.

The results from this experience are always amazement and appreciation for the discovery and the person who oriented you to that discovery. This changes your perspective and makes the guide more memorable.

That's what great creative works do.

The amazing 2012 campaign by Nike during the London Olympics did not say anything new.

It is obvious that we all live different lives.

We all have different beginnings.

And we have different aspirations.

I was not gifted with a talent like Lionel Messi. You probably don't have the stature of prime Usain Bolt. And our skills and dreams did not get the timing Steve Jobs had.

But despite those differences, we can all be great.

In the situations we are in, we can still work toward our goals. We can face challenges, and strive for an ideal. By doing so, we find our greatness.

Greatness can be found anywhere someone is trying to find it. That is what the 2012 Nike campaign wonderfully guided us to see, remember, and embrace. And Nike did not and does not need to tell us why it is important.

When we're led to that obvious truth, we realize how crucial it is to us and our reality. It inspires us and reminds us that we can have great lives if we go for it.

This made and makes the campaign even more memorable and formed a long-term connection between the work and the audience.

3. Tell your story/message but acknowledge the flaws in it

Even though we don't like to admit it, we all hate obstacles and flaws. Still, we cannot deny that they add some fun to life.

Without them, the pursuit of anything would be dull. Great creative works understand that.

There is a place for perfection. There is a place where we need to reduce any chances of things going boom. However, removing all obstacles and flaws, deprive your work of space where your audience could connect to.

It robs your work of any depth your audience can explore and relate to their world.

That is why to invite others into your world and create a deep bond between your work and your audience, you need to acknowledge the obstacles and flaws.

This doesn't equal focusing solely on everything that is wrong with your work. It means showing the process. Showing the process and the details that most don't include when they can be the icing on the cake.

You can do it literally like TikTok painters or you can do it subtly.

The important thing you need to do is leave some traces for your audience to follow so they can connect the dots and figure out the obstacles and flaws.

It will not only make the experience sweeter but will make it easier for your audience to see their world in your world.

The Starry Night is one of the most famous paintings of all time. That's not the reason it's one of my favorite artworks.

Vincent van Gogh's Starry Night is not a perfect night nor is it a perfect representation of the night. It's not the best painting to show when you have stars in mind.

Yet, it tells a story and shows flaws that other paintings don't.

Throughout the piece, you can see where Vincent was going. You can comprehend what he was going for.

The vibrant and bold colors with emphatic brushwork give the piece personality. The curves in the sky and stars give the creative work character. You can grasp van Gogh's torment but also feel hope and admiration.

If he just painted a depiction of a night full of stars, with perfect strokes, and undeniable realism, The Starry Night would have not been as memorable.

When you look at the piece, you see some struggle and get a sense of wonder.

And that's what participated in creating the long-term connection the Starry Night has had and continues to have with its audience.

4. Bring them to a world that demonstrates what you believe in and where your message fits

If you want people to love the idea that strong soldiers are needed and they can be one of them, showing them a film about Mother Teresa won't be effective.

If you want people to know that you can lack innate talent but with only discipline and diligence you can reach your goals, sharing the story of Tiger Woods won't be sufficient.

And if you want people to embrace the idea that you can be content with what you have and attain your desires through calm, patience, and balance, broadcasting a documentary about Cristiano Ronaldo's career is not the best option.

All these three creative works are great. However, they all have a place where their message and values fit.

That's what all great creative works achieve. They bring people to a world where their beliefs and messages fit into the audience's reality.

To invite others into your world and create that deep connection between your work and your audience, you need to know the area you can exploit.

You cannot say everything. You cannot reach every point. And you cannot be impactful at every level.

You need to understand, determine, and show what makes you different.

What is the thing that might make some to be impressed, but make a specific group rise from their seats and applaud?

What is the thing that might make some to be slightly interested, but make others enthusiastically buy the product?

What is the thing that might motivate some people, but will push some individuals to stand up and take action?

The answers to these questions will be varied and different. It depends on the context, situation, process, intention, and message.

However, one thing will remain crucial for all cases. And that is to find the core human truth in your experience, communicate it well, and have it be true and feel true.

As cliche as it might sound, make it about people. The people in question can be you, your audience, or you all combined.

Find what really ties your work to a specific person's heart or mind because it'll probably bring the point home for others.

For, we might be different but we are still the same at being human.

Inspiring Wheels

Here are two (or more) creative works that you’ll not regret checking out:

• “The Curse of the Country Song (documentary)” - Struthless | After Sia & Tame Impala, Struthless is my third favorite Australian. His work has inspired & informed me in multiple ways. And this video is one of the highlights in his vast YouTube catalog. A summary of this video won’t give it justice. So, watch & enjoy!

• “Banksy: Britain’s Uncatchable Criminal“ - Brandon FM | This is a documentary-like video about the story of one of the most renowned artists of our time. I’d say it’s an ode to Banksy, his persona, and his art. An inspiring video to watch whether you know the artist or not.

• “Masterpiece” - Coca-Cola | Yes, it’s an ad. And you probably have already seen it. Still, it’s worth revisiting. It’s one of the finest executions I’ve seen, outside of the art realm, of inviting the audience to the creative’s (product in this case) world and relating it to their own.
  
  A mix of student struggle, creativity, art history, community, dreamy collaboration, and teamwork to relieve pain by having a good chill bottle of Coke. A world where Coca-Cola is the gate to our everyday happiness
  
  (I wish this issue was sponsored by Coca-Cola. 😄)

Want to share this issue of 4CW with a friend, colleague,… any human being? Just copy and paste this link: https://4creativewheels.beehiiv.com/p/april-4-2024 😉 😃

Thanks very much for sharing!

Thank you so much for reading! 

As always, feel free to reply to this email & share your thoughts, stories, and any experience related to this topic. I’d love to hear them!  

C ya next Week! 

Embracing Creativity™,

Richard M.

Want to work with me? Contact me here