Are Angry Creatives Better Than the Rest?

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By: Dwayne W. Waite Jr.

From the Journal of Experimental Social Psychology, a report done by Dutch researchers shows that people who were angry had more ideas, and displayed more creativity than the non-angry subjects in the study.

According to the folks at Freakonomics, the authors of the study say that it is because the anger produces higher amounts of energy and a less structured style of thinking than being centered. Therefore, high energy levels + uninhibited thinking = better brainstorming.

But don't get all pissed off yet; there is a catch. In the study, angry subjects were not able to sustain their level of creativity. Actually, after getting angry, their creativity levels decreased faster than those who were sad. The takeaway from the study: to be creative over a long period of time, a creative should be sad rather than angry. But if a creative is on a deadline, heighten those testosterone and adrenaline levels and get pissed for best results.

What can we learn from this study? It is important for creatives to be immersed in their emotions. Emotional intelligence is crucial to the creative process. As Bernbach said that good advertising needs to be felt, the people creating the advertising need to be able to heighten their energy levels and thinking when necessary.

What do you or what does your agency provide in order for you to stay in that "creative high?" Brainstorming during a ping-pong game? Strategy meeting with a plethora of adult libations?

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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