“A lot of people on your podcast became creatives by accident.”Someone messaged me this last week (after listening to four of them back-to-back).I got me thinking; why do creatives become creatives?I’d divide them into two groups.The Lifestyle Brigade™ - attracted by the trappings. (Nothing wrong with that - it’s why most people go to work.)And the Expressionists™ - attracted by putting a bit of themselves out into the world.A point of view, an observation, a joke, whatever.Like 90% of creatives, they're likely to be introverts.Advertising, for them, is the conduit to a wider audience.It's not like creating a widget in an ad factory, it’s much more personal.Their work reflects the values they live by.They don't find it helpful to patronise, b******t or lie when talking to people day to day, so they don't do it talking to people via pixels or ink.Dealing with humans on a regular basis, they've found logic, facts, humour and honesty persuade harder.So these are the tools the reach for most often.Nick Cohen is one of the best examples of the Expressionists™.It's hard to think of anyone who’s leaned harder into the ‘honest’ tool.Nick has just written an excellent book about his fabulous experiment - Mad Dogs and Englishmen.It's a joy.It made me want to get into advertising all over again.We had a great chat about the book, the agency and honesty in advertising.Hope you enjoy it.