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By Michael Stodola Special to OnMilwaukee.com E-mail author | Author bio More articles by Michael Stodola

Published Jan. 26, 2008 at 10:13 a.m.

Tags: train, amtrak, writers block

As I write this, I'm speeding north on Amtrak's Hiawatha Service from Chicago. I've found the ride perfect for writing a 500-word blog. It's an hour and a half; I can plug in my laptop and the crush of humanity that surrounds me makes for good social observation. (This blog marks my fourth written on the iron rails.)

But today's ride: I got nuthin'.

I fear my Idea Bank has run dry. (Your reply: "Didn't that happen years ago?"). Har-har. Being an advertising creative, your bread and butter is idea generation, whether it leans toward problem-solving or the new presentation of an old, everyday product. You live and die by the ability to consistently create dynamic, relative and persuasive communications. Clients expect this talent, and the agency depends on it to show each morning at 8-cough-cough-55-cough-cough.

But, some days are not as good others. And today seems like the end.

I mean, idea generation requires a loose mind, a fresh sense of the ordinary and enough inspiration to get out of bed. Today, however, is gray and I'm exhausted from last night's crab cakes and red wine. I don't care for my train-car mates as much as I'd hoped and the Amtrak "funny man," who sells soda and chips, just isn't working for me right now. I'm empty as a pocket.

So, what happens now? The inevitable: Night manager at KFC.

Well, just as sure as SpongeBob Squarepants comes back day after day -- although he was shredded by swordfish or fried in boiling oil the day prior -- so will my precious little ideas return to me. It's not like people have a finite number of concepts in their heads. All of us possess the ability to solve the riddle or see something no one has before. It's a process deep inside that asks, "Why not this?" It's built-in mechanism that makes no assumptions based on the past. It's a moveable feast.

That's why, from time to time, we must play golf in our hallways with a little, pink, rubber ball or play tennis on our Nintendo Wii in the editing suite. Some call it wasting time or goofing around on the company's dime, but I call it "play therapy." The trick is to stay loose. Mentally, we're athletes and sitting behind a desk all day leaves one stiff.

This weekend, between cleaning the basement and scooping snow, I'll find plenty of time to play with my kids. My mind will melt and my perspective will fall wide-open once again. And I'll find there are plenty of fresh ideas to be had. If memory serves, I spotted some good ones behind "Hungry, Hungry Hippo."

And look at that. The train is now pulling into Milwaukee's new Intermodal Station and I have written a 474-word blog. The ideas are finding their way back already.

5 comments about this article. Post a comment / write a review.

Recent Talkbacks ...

Posted by blove on Jan. 28, 2008 at 12:02 p.m. (report)

My apologies for comming on a bit strong in my response. I was indeed on my way to my job as a fast food manager when I read your blog. Yeah, your words were offensive to me and touched the red hot shame button. I would never have picked my current job as my career, but I am thankful to be working. The hardest part of my job is dealing with a public that can barely muster a hello and treat my employees like garbage. An attitude pepetuated by remarks like yours. It is not rocket science, but it's back breaking work for those who are devoted to customer service. I'm wondering if you had KFC as a potential client, would you write what you did? I understand you did not mean to offend anyone, you did, and that's because you're human. I hope I may have helped you understand why and if so I am thankful. Peace to you as well bro!

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Posted by mstodola on Jan. 28, 2008 at 9:05 a.m. (report)

Hmmmm...blove, not sure of the reason for your tirade. I've no idea what you are talking about. Are you a night manager at KFC, or are you the Amtrak "Funny Man?" Outside of those two "jabs" I don't see offense here (and absolutely none was intended). Oh, and my job title is ANYTHING but lofty. "President and CEO of Super Coolness" - now THAT'S a lofty title. Peace, Bro.

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Posted by blove on Jan. 27, 2008 at 10:23 a.m. (report)

When your "perspective opens" will it welcome a less judgmental and pompous attitude toward those who have not attained the lofty title on your business card? How creative it was for you to offend the least common denominator. I look forward to your next words after a night of foie gras and cognac, what's next, convicts are an easy target.

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Posted by arks00 on Jan. 26, 2008 at 5:19 p.m. (report)

great topic. I agree with the previous comment, idea/creative inspiration most often comes from the "life" around you. I can vow for that. I also agree with Mike on how "play therapy" is a key thing to get the creative juices flowing. My employer has an air hockey table, ping pong table and foosball table that alot of our office uses on a sporadic basis. Every Friday is a "lunch club" day to get out of our private offices and eat a pot luck over a few beers. I feel these are refueling sessions. Even if I am just code deep into a project locked in my office, a short free for all break is extremely invigorating. Hell, even a short nap helps wonders. If only corporate America knew how valuable these activities are...

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Posted by Milly on Jan. 26, 2008 at 12:52 p.m. (report)

I feel your pain, brother, and have been there many times before. Just when I'm convinced that the invisible light bulb above my head is burned out forever, I see something, finally, that reminds me the world is poetry. I just read a passage this morning in The Sun, and it reminds me of where I live much of the time and where I strive to be when I am not. "For me, what saves me from the tedium of another day is I fall hopelessly in love with the people I meet: The curly-haired barista at the coffee shop who hands me my change as if dipping her fingers into holy water; the girl with Downs syndrome who talks loudly about vacationing with her grandmother; the elderly couple who grow giant bubble-gum-colored puffs of dahlias on the corner of twelfth and Chambers... "

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Recent blogs/briefs by Michael Stodola

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Strong brands and brilliant bastards Nov. 07, 2009 Why do certain companies seem like it's "fun" to work for them? The answer lies in the ...

The curse of old people Nov. 03, 2009 Is it just me, or are the world's oldest people constantly dying? They reach about 115 ...

The expiration date of words Oct. 24, 2009 In our American dialogue, words exist from every corner of the world -- some Yiddish, ...

Talk is cheap Oct. 20, 2009 I'm at a company party eating little food when I run into a co-worker's husband.

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