In the mid-1980s, David Ogilvy and Ogilvy & Mather created an internal memo titled The Eternal Pursuit of Unhappiness. This 65-page document wasn’t meant for public consumption—it was crafted to inspire creativity and maintain a culture of excellence after Ogilvy himself stepped away from daily operations.
One of its core ideas is divine discontent, a trait shared by top performers and innovative companies. It’s the restless drive to always improve, never settling for “good enough.” To guide this relentless pursuit, the memo outlines eight habits of highly creative communities—principles that are as relevant today as ever.
Here’s a summary of these eight habits, reimagined for modern professionals and organizations.
1. Courage
The foundation of creativity is courage. Fear can stifle innovation, while courage empowers it. Ogilvy emphasized this by stating, “There’s no shortage of brains in the industry; it’s the vertebra column that tends to be missing.” A culture of courage ensures bold ideas and continuous progress.
2. Idealism
Set big dreams and ambitious goals. Ogilvy once said, “Raise your sights, blaze new trails, compete with the immortals.”
Idealism isn’t about achieving perfection but striving for something extraordinary. Without a compelling vision, creativity withers.
3. Curiosity
Einstein once remarked, “I am neither especially clever nor especially gifted. I am only very, very curious.”
This habit emphasizes the need to remain curious about the world and never stop asking questions. It’s curiosity that uncovers fresh ideas and perspectives.
4. Playfulness
Creativity thrives when people enjoy the process. Ogilvy’s own playful spirit—rolling down grassy hills in a suit or heckling during meetings—reminds us that lightheartedness fuels innovation. Cultivating an atmosphere of play can lead to surprising breakthroughs.
5. Candor
Honest communication is key to creative success. Ogilvy rejected the “tyranny of politeness,” instead advocating for a culture of candor where constructive disagreement was encouraged. Jeff Bezos echoed this idea, saying, “If I have to choose between agreement and conflict, I’ll take conflict every time.”
6. Intuition
While data and logic have their place, creativity often requires trusting your gut. Steve Jobs famously noted, “Intuition is more powerful than intellect.” Listening to your instincts can lead to groundbreaking ideas that data alone might miss.
7. Free-Spiritedness
Rigid rules can stifle creativity. The memo reminds us, “There are no rules.” Encouraging a free-spirited approach to work fosters an environment where experimentation and innovation flourish.
8. Persistence
Creativity isn’t always easy—it requires grit and determination. The memo highlights that “dogged determination is often the only trait that separates a moderately creative person from a highly creative one.” Persistence ensures you push through challenges to realize your vision.
These eight habits serve as a timeless reminder that creativity isn’t a one-time spark but a disciplined, ongoing effort. Whether you’re leading a company, a team, or just looking to enhance your personal creativity, these principles can help you stay on the path to excellence.
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