Okay, so you got this Zen master dude, right? Dude looks totally like Uma Thurman’s teacher from Kill Bill Vol. 2, always brushing that long white mustache to the side and everything. He’s pouring tea for his student, Grasshopper. (I know, I know, different show, whatever, doesn’t matter.)
Anyhoo, he fills the tea cup all the way to the top but then the Zen master guy, you know, Japanese-Gandalf guy, he just keeps pourin’ the tea, right? It’s overflowin’, overflowin’, and still he keeps pourin’ until finally Grasshopper guy goes, “Dude! … I mean, … Sensei-dude. WTF?” And Mister Master, he’s all like “What up?” And Grasshopper is all like, “Why you still pourin’ when the cup is like totally overflowin’?”
And that …. that is when the Zenster brings it home. Dude says, “How can I teach you new knowledge when your cup is already full of the old? You feel me?”
Grasshopper doesn’t feel him at first but then he does, he reaches enlightenment, and goes “True dat.”
Okay, here’s where we take a hard left turn from Zen-as-seen-on-The-Wire to the world of advertising. Students new to advertising should empty their cups, too.
Purge your brain of all the advertising stuff you’ve seen during your 18 or so years of life on the planet. Because on any given day, 90% of the stuff that’s out there, it just blows. In fact, even if you like that other 10% of cool stuff (and who doesn’t like Nike, or Mini?), still, I recommend you empty your cup and be ready to start over.
In fact, if you’ve hated everything you’ve seen growing up, all the better. Many of the best people of advertising today came into this business hating it; hating all the crap they’d seen on TV, online, in magazines. This is true even back to Bill Bernbach and all those famous folks in the Creative Revolution. They hated advertising, too. (What were they revolting against but the usual advertising crap?)
Okay, that said….
….we’ll close with one last observation; that famous line about how “You can’t break the rules until you know what they are.” True dat.
Yes, come into advertising with your disdain of the ordinary intact, with your disdain of all the bad stuff out there. But bring also a willingness to learn what basic principles do work. There are in fact certain principles that don’t suck. There are in fact smart things passed down from the people who have come before us. Your job will be to pick the smart and useful stuff from the pile and leave the crap.
So empty your cup. Start with Zen mind. And, as the Buddha said with his dying words, “Seek out your own salvation.”
(Sorry. Did I just go “all deep” on everyone? Oh well, … sue me.)