As marketers we always have to start from the beginning. We can't always have the ad the exact same way because each time the culture changes.

The trick is to be in a state where there is no writers block, no lack of inspiration or energy - but in a constant state of ideas being produced everyday.

Most people are held back by generating ideas because they are fixed on the idea of if it is the "right idea" - that they are scared that it might not work.

The trick I found to get over this is total immersion into the idea creating process.

Here is the structure:

(1) Firstly, identify as a person that can generate great ideas. Most people simply don't generate ideas because they don't believe they can.

(2) Second, surround Yourself with Ideas: These are ideas from great people, artists and campaigns throughout history that inspire you because of the way that they are done. To generate the output of a great idea you must have the input of great ideas.

(3) Lastly, put yourself in the state of creating ideas. This is where people trip up because they assume a creative state just "happens to them" - it doesn't - its something that you create by just starting to write. Everyday when I write a post for Sonder, I start with no idea about what I am going to write about, I then open up the document and start writing - magically inspiration hits.

Become a person who can generate ideas and interesting ways to look at the world, on demand- through there we can help people see the world in a differently and then start to have an abundance of ideas that we can act from.