make the problem go away with an often-innovative
concept that sells more widgets. This is required for
most commercial artists and most are good at it; how-
ever, it is not art, it is art for commerce. In problem
solving, the energy comes from the outside.Ian elaborates,Commercial artists remember what it was like to
make work that comes from their hearts—work that has
a sacred quality—work that may be cherished and may
challenge—work that demands participation from the
viewer—work that does not need to sell anything.
I believe that creating is causing what you love or what
matters to come into being. And with this definition we
can see the frustrations that lead to some forms of
creative block. The source is profoundly different. The
energy comes from the heart, not the brain and not
someone outside of oneself. So we look inside. The
challenge for most commercial artists is to go back and
retrieve the energy they experience as younger artists
before they chose to sell widgets. When creatives are
blocked, they are working in their head not their heart.How does a photographer get back to his creative heart?
Ian has a plan.I evolved a process, which I call Heartstorming,
which helps people rediscover what they love and
what they love about what they love. The process
helps photographers find the energy and the desire
to manifest their dreams, and it invites people to find
ways to synthesize what they love in their workplace.
When commercial artists are doing what they love,
they stop repeating themselves and imitating others.
They develop vision that shows others where they are
going rather than where they have been. They find
courage to bring their loves into being. The word
“courage” is an interesting one to me. Courage comes
from the French word for “heart” or “core.”CHAPTER24 / WORKING THROUGHCREATIVEBLOCKSChapter 24.qxd 6/25/07 7:24 AM Page 155