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Need to Be Creative? Read Fiction

By: Dwayne W. Waite Jr.

Today's economic environment demands that AdLand and its residents stay ahead of the curve. Our society is thirsty for knowledge and information about products and services. The organizations that supply those products and services pressure AdLand further by demanding increasingly effective communications. Creativity. We and our colleagues are under constant pressure to have a creative breakthrough. Adfolks pore over research, analyzing data, connecting on social networks, and trying to find that creative spark that will take their campaign to the promised land.

When we search for creativity, where do we go? Some read books about creative tips. Others read biographies or memoirs from people who were known to be creative geniuses. Still others do an assembly of other tactics; going out for a walk, changing the workplace scenery, working on a different project, playing games, and so on.

But what about reading fiction?

Brett and Kate McKay wrote on their blog, Art of Manliness, about how men should read more fiction. Though they focused on men, we think that the tips they provided can be applied to creative professionals at large.

They quote a cognitive psychologist and fiction writer Dr. Keith Oatley about what fiction can do to the brain, and he explains that fiction is mainly about "selves in a social world" and that fiction's main goal is to show how people interact with others. From this article come two important points about why we should read more fiction: it works and strengthens our Theory of Mind, and can help us think differently.

First, let's dive into the Theory of Mind. The McKays define the theory of mind as "our ability to attribute mental states (thoughts, feelings, and beliefs) to others based on a host of inputs in order to predict and explain their thoughts." Fiction works our theory of mind because throughout the stories, we are guessing and predicting why the characters are acting the way they are, and what they are doing to do next. Fiction helps us develop our theory of mind by taking in the character's environment, actions, and relationships within the story as we try to build a case for them. Fiction also strengthens our theory of mind. According to research done by Dr. Oately, those who read fiction frequently performed better on theory of mind tests than those who don't. Engaging our theory of mind can help us think creatively as to why certain audiences would be moved to use certain products and services. Developing motives for the consumer can help us create the right creative message to send.

Second, fiction helps build our empathy and thinking patterns. Studies have shown that reading fiction makes people more empathetic than those who don't. Fiction provides a way for us to examine human characteristics and traits in the real world and a fantasy world. We know how people react when they are surprised about how nice a cup of hot chocolate feels after a cold winter morning, but will that same feeling survive in a cave after a battle of dragons? Who knows! Trying to relate those feelings is a creative exercise.

So, if the creative exercises you routinely employ stop working, give reading fiction a try.

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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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