Luke Sullivan escreveu no seu livro“Creativity is like washing a pig. It’s messy. It has no rules. No clear beginning, middle or end. It’s kind of a pain in the ass, and when you’re done, you’re not sure if the pig is really clean or even why you were washing a pig in the first place.” 

Esta frase inspirou o professor Tom Laughon, da Universidade da Florida, a arregaçar mangas e sujar as mãos para o provar – literalmente.
As fotos da aventura estão online: Creative Strategy – Washing a pig.

A metáfora do processo é explicada pelo autor da seguinte forma:

1. The account person walks in and says, “Dude, the client’s coming here at 3pm and I need you to wash that pig over there.”

2. So you go online to see if there’s any advice or inspiration, kinda hoping you’ll find titles like“So You Want To Wash A Pig” or “Pig Washing: The McGuire 4-Step Method.”

3. But you don’t.  So you find your partner, grab a hose, maybe a bucket and some soap. And you just sorta start.

4. You’ve never done anything like this before and so you feel kind of stupid at first.  All your first attempts fail messily. The pig keeps getting away from you for awhile and you think you won’t be able to do this.

5. Around 2:00 your partner tries distracting the pig with some vanilla wafers and suddenly between the two of you, you think maybe the pig is starting to get clean. As the client pulls into the parking lot, you’re both drying off the pig and second-guessing your work: “Is the pig really clean?”

6. Usually what happens here is that the client walks in and says, “Hey, instead, could you guys maybe wash a wart-hog?”

So you go home wondering many things, mostly why you spent the day washing a pig.

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