Last night I came upon a bit that really set my wheels turning. It was a statement by Turing and an associate of his, Jack Good. Something they realized when they were working together breaking German codes at Bletchley Park.
Here's the line: "Random search can be more effective than non-random search."
This statement, of course, is anti-podal to the way we expect the world to work. We look for answers--in life and in advertising--in a linear way. We Google, we research methodically, we create under the strictures of timesheets and allocation martinets.
As anyone with a messy closet, desk or unorganized set of bookshelves will tell you, searching--finding things is about getting lost. It's about finding a thread and pulling it until something interesting comes along for the ride.
Creativity, I think, is discovery, not mapping. It's turning blind alleys and dead ends into clear sailing and big sky.
I think it's more like Jackson Pollack (Jack the Dripper) than paint-by-numbers.
In other words more random than ordered.