Let me make a confession, today!

I used to sleep and snore during work hours.

I believe sleep and trance states help us incubate and create better ideas. I not just believe, practised it in my high pressure advertising job as well.

To give you an idea, in my ad agency at Mumbai, there was a special section for dispatch guys. While we creative people worked late at night, these people waited for us. The moment creatives were ready, these dispatch warriors would rush to the airport for sending the artworks to media houses and other offices. 

In their work section, cots were attached to the wall. So they could have a nap.

That was my favourite spot

Whenever I was stuck for ideas, or even otherwise, I would go to their part of the office and had a good nap! While Account Directors went mad because the campaign was not ready, and I, the creative guy was not on my desk, I would forget everything and had a good snore. 

When I was back at my desk, I would begin to type.

With no particular idea, or direction in mind. But almost always, a good idea would pop up on the screen. Somehow, during the nap, my brain could untangle the broken pieces of concepts, ideas, facts and figures and blended it all in an expression which made sense.

Let me say this--The idea might not be complete. Just a starting point. And, I would use my copywriting experience to expand that idea into various communication units.  And campaigns would be ready before the deadlines.

The lesson...No point in pushing the conscious mind when it is overwhelmed. When it is struggling to make sense of things and thoughts are muddled, one more hour will only add more to the inner chaos.

In times like these, not thinking is the best thinking!

Like my wife says, 'you can't make a cake by keep on mixing the mix. Let it bake, dear!'