I had a big order: six pints of two bitters, a pint of lager, a Lucozade and a selection of different flavoured crisps. It was really crowded at the bar. People were elbowing their way past each other, waving and shouting for the publican’s attention.

I made my way up some rickety backstairs to a smaller, more secluded bar that I imagined few people would know about. Sadly, when I arrived, it too was rammed.

I was going to take ages to get served. My friends would be wondering where I’d got to. And it wouldn’t be too easy carrying that large order down those rickety stairs on a tray.

I was in a real quandary. What on earth was I to do?

And then I woke up.

'Yes: I am a dreamer. For a dreamer is one who can only find his way by moonlight, and his punishment is that he sees the dawn before the rest of the world.’
Oscar Wilde

I often forget my dreams, but this one stayed with me. I began pondering what it could mean.

It’s true. Bar presence is a critical life skill, and one in which I’m sorely lacking. Perhaps I have been wrestling with this shortcoming in my subconscious.

I’ve also read that dreams could be placeholders for other, deeper anxieties. Could my nightmare of the big order in a crowded bar indicate a more profound concern about my competitive competence, the struggle to achieve, the yearning to make a mark?

Then again, dreams are not just expressions of one’s inner cogitations. They can also be creative catalysts, sparks to original thought.

I read recently in The Times (December 14, 2021, 'Wake up your hidden creative powers’) about a study conducted at the Paris Brain Institute into hypnagogia, the transitional state of consciousness between waking and sleeping.

A team of neuroscientists and sleep doctors was keen to investigate a creative thinking technique used by inventors and artists. Practitioners would take a nap holding an object. (Thomas Edison used a metal ball. Salvador Dali clutched a key above a plate.) As they drifted off to sleep, they would drop the object and so wake themselves up at precisely the point before deep sleep. They believed this exercise, by accessing the ‘twilight zone’ between waking and sleeping, would inspire greater leaps of the imagination and more lateral problem solving.

Salvador Dalí demonstrates his creativity technique
Patrice Habans Getty Images

'Hold fast to dreams,
For if dreams die
Life is a broken-winged bird,
That cannot fly.'
Langston Hughes

The research recorded the brainwaves of more than a hundred people tackling a difficult maths puzzle over a long period of time. In the middle of the study participants were given a 20-minute break in which they relaxed with their eyes closed while holding a bottle. If they drifted off and dropped the bottle, they would be woken up.

The puzzle had embedded within it a 'hidden rule’ that would enable participants to get to the solution much more quickly. Of those who managed to stay awake the whole time 31 per cent found the shortcut, compared with only 14 per cent of those who fell into a deep sleep during the break.

However, there was another group - those who drifted into the non-rapid eye movement sleep stage 1, or N1. 83 per cent of this sample found the shortcut.

The scientists concluded that the N1 respondents performed so well in the test because this semi-lucid, liminal state enabled them to 'freely watch their minds wander, while maintaining their ability to identify creative sparks.'

'Our findings suggest that there is a creative sweet spot within the sleep onset period… We know that the twilight period is a moment in which memories are replayed and new associations are made. This could in turn explain why some people report having explicit breakthroughs during these short sleep episodes.'

I have tried the ‘twilight zone’ creative thinking technique at home. Sadly, each time I’ve woken up in a grumpy mood, with no dream recollection and a concern that I may have smashed a bottle on the living room carpet.

Nonetheless, I’m sure we should regard dream states as useful provocations to the more linear processes and patterns of everyday thought, as rich seams of ideas and insight.

'Those who dream by day are cognizant of many things which escape those who dream only by night.'
Edgar Allan Poe

And so I’m prompted to reflect back on my nightmare of the big order in a crowded bar. Could I perhaps derive some creative inspiration from six pints of two bitters, a pint of lager, a Lucozade and a selection of different flavoured crisps?

Erm, I’m not sure. But at least it suggested this article.

'It was a cold day outside today,
I had nothing to do,
So I thought about you.
And then my friend said, "Lets go for a walk,"
Just to clear the air,
Well I thought about you.

The clock keeps ticking,
Cars keeps passing,
And the day goes by, slowly by.
I've nothing to do, but to think about you,
Think about you.’

The Scars, ‘All About You’ (D Child / P Stanley / A Carlsson / A Carlsson)

No. 355

'Nude Cadavre Exquis' Yves Tanguy, Joan Miró, Max Morise, Man Ray (1926-27)

‘There’s a method to my madness; and a madness to my method.’
Salvador Dali

At a gallery recently I came across an Exquisite Corpse.

Exquisite Corpse was a creative technique that Surrealist artists adapted from the traditional parlour game of Consequences. Typically four people took turns to draw a different bodypart on a folded piece of paper: first the head, then the torso, then the hips and finally the legs. Each participant was unaware of what the previous contributors had drawn. The image that resulted was often comic, disturbing, absurd.

Exquisite Corpse at first struck me as a curiously playful distraction for serious artists. Just a bit of fun perhaps before they got back to proper work. But the Surrealists were serious about the technique. For them it illuminated the creative process: it was a way of exploring the impact on their art of multiple authorship, sequencing, chance and the unconscious.

For Surrealists process didn’t have to be a constraint on creativity; it could be a catalyst to it.

‘All my life my heart has yearned for a thing I cannot name.’
Andre Breton

The writers and artists of the Surrealist movement gathered in Paris in the 1920s around their leader, Andre Breton. In the wake of the horrors of the First World War, they determined to suppress reason, reality and ‘bourgeois aestheticism.’ Like Freud they were interested in dreams and the workings of the unconscious mind; in juxtapositions and coincidences; in everyday strangeness.

In particular the Surrealists experimented with the process of creation, disrupting traditional practice at every opportunity. They adopted techniques like ‘automatism’: writing and drawing at random without rational or conscious control. They set up the Bureau of Surrealist Research to record the dreams of the general public. They created collages that integrated found material, text from popular novels, images from magazines and encyclopaedia. They untethered objects from their names and practical functions. They experimented with photography as an art form.

For the Surrealists new techniques provided a springboard to new acts of creation. Process inspired product.

‘I’ve never been able to finish a detective story because I don’t give a hang who was the murderer… It doesn’t interest me at all. It’s the mental processes that interest me.’
Man Ray

In the world of commercial creativity we tend to regard process with ambivalence. It’s boring but important; a necessary evil. We often characterise it as something to be avoided or reduced as far as possible; as an enemy of creativity.

Working at BBH for many years, I was quite taken with its distinctive belief in ‘processes that liberate creativity.’ This seemed a more mature position. I learned that process protects time, prevents misunderstanding and wasted effort. It generates alignment within a team, harnesses creativity to a commercial agenda and optimises the chances of great outcomes. I learned to be respectful of roles and responsibilities, of sign-offs and the sequencing of actions. I learned that process can be the creatives’ friend.

But the idea of ‘processes that liberate creativity’ goes beyond commercial efficiency. As the Surrealists suggested, new processes can inspire new ideas. They can be a fuel for the imagination. They can provoke change.

So processes should not be engraved in granite. They should be constantly questioned and evaluated, rewritten and reformulated.

How can we accelerate and stimulate innovation? Why not change the brief, change the team, change the time, change the meeting? Let’s investigate new combinations and partnerships. Let’s crash the procedure and crunch the schedule. Let’s test and trial, experiment and explore.

At times of transformation we should all be looking to disrupt incumbent ways of doing things; to invent new models, modes and techniques. Not just so that we can cut costs or increase speed; but so that we can create fresh routes to original ideas; novel sources of imaginative thought.

If you want to change the product, try changing the process.

‘Freedom is not given to you – you have to take it.’
Meret Oppenheim

No. 131

A Big Order in a Crowded Bar: Creative Thinking in the Twilight Zone

Exquisite Corpse: If You Want To Change the Product, Try Changing the Process