Quick Hits

Seinfeld’s Three Secrets for Creative Success

1 minute
Ryan McGrew

What’s the deal with creativity? In a rare podcast interview, Jerry Seinfeld shared what he believes are the three key steps to be successful in any creative field. While these can obviously be applied to joke writing, they’re also quite relevant to producing stellar websites.

Enough of the preamble, let’s cut to the chase.

1. Inspiration

Before getting started, it’s important to lock down the objectives and specifics. What’s the tone of voice? What’s the feeling or vibe that will inspire the design direction? What can we do to make this digital experience stand out? Better for users? More intuitive? With these questions answered, an overall vision starts to take shape and its much easier to move to on to step 2.

2. Execution

This one’s pretty self explanatory, you obviously have to do the work.

But sometimes creative professionals can get so wrapped up in planning, that execution becomes secondary. And that’s really the most important part, the doing.

This stage is the opportunity to explore, make mistakes, try things out, and get it right. Sketches, scribbled notes and wireframes are all timesavers and great places to start. Then it’s about following through.

Seinfeld says that most people stop after step 2, so we must press on…

3. Obsessive Detail

If you ever get the chance to see Seinfeld perform live, you’ll notice there are nuance and calculation to his performance. Every word, the phrasing, the well-timed pauses are all carefully, yet naturally coordinated.

With a website, it’s the subtle details that can take it to the next level. Animations and page transitions, considered microcopy, and streamlined navigation can all elevate the user experience. Bonus: Obsessive Testing.

Bonus: Obsessive Testing

Just as a comedian tries out new material before bringing it to a larger audience, we extensively test our web projects before launch. Browser testing, multiple device testing and user testing all help us make small refinements that drastically improve the final product.

graphic of a question mark

Sometimes I think more creativity is put into muffin recipes than into the rest of society combined.

—Jerry Seinfeld

Those are the steps.

Want to find out how we’d apply these steps to building your company’s website?

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Ryan McGrew, Award-winning Copywriter and Creative Director at Twirling Umbrellas.

Written By

Ryan is an award-winning copywriter and creative strategist with over a decade of expertise. He creates distinctive brand voices, builds thoughtful content plans, and writes compelling copy that provokes action.