Unlock creative secrets with Jay Acunzo

Jay Acunzo*, yes, with an asterisk, is a newsletter creator, marketer and storyteller trying to demystify the creative process and break the norms of the creative field.

And he talked about his version of creativity on The Newsletter Nerd Show, a podcast hosted by Akshaya Chandramouli. He explained why it’s good to be messy, how the asterisk represents his work, and what it takes to become someone’s favourite.

This article summarizes that podcast episode. Keep reading…

Be boring

The conversation began with beliefs regarding creativity.

A popular notion is that to be creative you’ve to do something so different that it’s noticeable.

But the truth is: creativity doesn’t mean bringing in some spectacular innovation. Instead, creativity is boring; it’s just an interplay between repetition and reinvention over time.

You do a thing. Then you do it again, but in a better and different way. You’ve to practice, test and improve. You just do that, over and over again.

Take baby steps

Now, regular practice can feel frustrating. But what you need to do is to find short-term, tiny wins along the way.

For example, if you want good abs, you’ve to first be excited about just being at the gym. Then, you, say, try to look forward to going three days a week. Later, you can find joy by making friends and exercising together.

Such small wins and little joys get you the motivation, the inspiration, the energy, you need to keep doing things over time. And after a while, you’ll be getting good at whatever you do.

Build yourself over crap

Another thing Jay clarified is that the legends of so-called creative geniuses are glorified. As a result, people think they’ll never be able to do what those geniuses do.

However, the truth, and what you should realise is: most of their work was bad. They sit over a pile of crap while creating their good stuff.

Similarly, most of what you create will not be satisfying to you. You’ll be sitting on your pile of crap. And then once in a while, something good will come up.

The only way to be good at what you do is to get started. Be willing to get messy.

Construct creative constraints

Jay then talked about his strict, high-school, English teacher, who expected everyone to behave a certain way and submit work in the format he set. Students were allowed to play and mess around, and learn and create, but within the constraints provided,

Within your constraints, you know what’s happening, what to do and how; you’ve some direction. But without the constraints, to restrict you, you get stressed out.

Subscribe to Playing Favorites, the weekly newsletter by Jay, to get a peek into his creative mind; his curiosities, experiences and observations.

Feel the emotions

The best of creativity comes out when you feel the process, embrace it. You can’t just press a button and the article, podcast or whatever you need will pop out, which is unfortunately what the corporate and professional world expects you to.

You should be fully present in it. At the end of the day, it shows in the work.

Provide an enjoyable experience

Your audience has got loads of choices. So, as a creator, the only way to build a loyal audience is to be their favourite. Whatever you’re doing should be relevant to them, else no one’s looking your way.

You want to make yourself irreplaceable; inseparable from your audience.

You don’t need to perform any stunt or an attention-grabbing gimmick. Just feel whatever you’re going to do. If you enjoy it, and the delivery is relevant and refreshing, everyone will enjoy it.

Focus on meaningful work

The conversation turned towards transactional and transformational content, and Jay explained the difference taking podcasts as an example.

For example, a podcast around tips and tricks might not be the best way to deliver that content. That’s just a transactional experience. Your listeners would rather have a checklist, an article or the transcript. Something which they can scan and get the takeaway.

Another example he provided is of link roundups. If you just go to obvious sources in your niche and dump a bunch of links, you aren’t doing much of a service.

Transformational experience, on the other hand, is when the status quo is broken. When you find a better, under explored way to deliver your work, which is more meaningful to your audience. Your audience sticks and stays with you when you provide transformational stuff.

Link roundups, for example, would be transformational, when you’re putting effort in the curation. When it’s difficult for someone else to replicate the experience.

Look for people’s needs

Lastly, Jay talked about the ongoing commodification.

Everyone’s trying to gauge the market demand and give people what they’re asking for. But in the process, they’re creating a commodity, exactly like the competitor’s.

You don’t know everything about everyone. So, don’t go about solving the problems. Instead, show people how to find the way.

So, go and do your thing your way. And help everyone figure out theirs in their own way.

Listen to The Newsletter Nerd Show on Spotify for the full episode.

Subscribe to the Lazy Newsletter to get creative tips, helpful resources and occasional hugs in your inbox.

P.S. The asterisk in Jay Acunzo* simply means there’s more to Jay than what you see, hear and know.