Ever been waiting for inspiration to strike, and suddenly, an idea clicks into place out of nowhere? You probably wish you could bottle up that magic and call it on demand.
Every writer does. But, as far as I know, no one has succeeded so far.
That’s why the best writers spend their time washing pigs.
What?
Yep. Washing pigs.
Or at least that’s the analogy Luke Sullivan, expert marketer and author of “Hey, Whipple, Squeeze This,” uses.
“Creativity is like washing a pig. It’s messy. It has no rules. No clear beginning, middle or end,” he says.
At first, you aren’t sure where to begin. In the middle, you wonder why you’re washing a pig. Then you decide to distract the pig with food, and suddenly the job becomes a lot easier. You think you’re making progress, but at the end, you’re left wondering if the pig is really any cleaner after all.
The moral of the story here isn’t to rush out and find something porcine-shaped to scrub.
It’s that you need to consistently invest in your creativity while waiting for the one idea that snaps everything into place.
Creativity is Messy (Get Your Soap Out)
Here’s the thing about creativity: it doesn’t care about you.
It doesn’t care about your busy schedule or the fact that you have a hundred projects going on and need to finish that piece right now.
You can sit down at your desk ready to write, and… nothing. Meanwhile, the million-dollar idea you’ve been waiting for shows up unannounced while you’re in the shower, driving, or elbow-deep in pig suds.
Creativity is messy.
That’s why the best writers don’t fight it. They lean into the chaos.
The struggle, the false starts, and the “what the hell am I even doing” moments aren’t failure. They’re just part of the process.
Show Up Even When it Feels Pointless (Keep Scrubbing)
Since creativity is so flaky, waiting for it will leave you with more time spent staring at a blank screen than actually writing.
You need to keep showing up—no matter what.
Even if you don’t feel like it. Even if you feel like your writing sucks. Even if you’re not inspired.
The best way to do this is through habits. If you’ve been following me for a while, you know I’m a huge fan of James Clear’s “Atomic Habits.”
Establishing a routine is the best way to work through the mud and find your creativity.
In fact, one could argue it’s the only way.
The more you train your brain to stop waiting for inspiration, the better you’ll be at creating regardless of your external circumstances.
Change Your Approach (Distract the Pig)
Of course, throwing yourself against a brick wall isn’t always a good idea (is it ever?).
Remember, washing a pig gets easier when you distract it with food. Writing is the same way.
Yes, sometimes you need to distract yourself with food.
Other times, the best option is to change your approach.
Get out into nature. Go for a walk. Read something you enjoy. Practice an instrument. Break out the sketch book. Hell, even do those dishes you’ve been putting off.
When you focus on something else, you can trick your brain into untangling ideas through the power of your subconscious.
Letting your mind wander gives it the space it needs to make unexpected connections. When you’re working on a project for a client that isn’t particularly interesting, this practice is even more important.
Instead of being frustrated with your pig, try distracting it.
Write. (Even if You Aren’t Sure You Succeeded)
At the end of this whole pig-washing ordeal, you’ll often look back and wonder if all the hard work even made a difference.
That’s normal.
Pulitzer-winning pieces start out pitiful. Copy that drives millions in revenue starts as a pile of crap.
Great writers don’t stop. They revise, rework, and scrap bad drafts because they know the process leads to better ones.
Creativity isn’t about achieving perfection the first time. You won’t get there.
It’s about pushing through the mess and trusting that you’ll have a cleaner pig… eventually.
So write.
