“Creativity is dead.”

Carl walked out of another fruitless brainstorming session feeling despondent with more questions than good ideas that address the clients’ brief. Carl, an award-winning creative director at an upstart advertising agency, had been mulling over the brief with his colleagues, some of the most brilliant minds in the industry.

“Those mental blocks get to even the best of us,” Carl lamented to himself as he left the office for a quick smoke.

He understood well that the quantity of ideas matter more than the quality of ideas — at least at the beginning. “Perhaps we just need to give the team more time to crack the brief.”

Times are changing as we live in an attention deficit culture. The audience craves instant gratification and quick fixes while their brains unconsciously filters anything that resembles an advertisement. According to the latest statistics verified by the Associated Press, a modern audience average attention span has decreased from 12 second in 2000 to 8 seconds in 2012.

The average attention span of a goldfish is 9 seconds.