In this episode, Eric talks with Jason Keath—founder of Social Fresh, longtime creative strategist, and author of The Case for More Bad Ideas. The conversation explores why creativity is misunderstood, why most organizations limit their own creative potential, and why truly inventive work comes from consistent practice rather than inspiration.

Jason explains how he approaches idea generation, why “bad ideas” matter, and what people get wrong about brainstorming. Eric and Jason also dig into discipline vs. inspiration, the value of keeping an organized idea archive, how constraints unlock better work, and how AI fits into the creative process.

They cover:

• The counterintuitive nature of creativity
• Why variety, environment, and “brushing up against life” matter
• How Jason uses lists, patterns, and saved ideas
• Why most corporate brainstorms underperform
• How to bring more creative permission into your team
• The difference between creative insight and creative execution
• How AI can help and why it falls short without human direction

Whether you’re a marketer, writer, strategist, or just someone trying to think more creatively, this conversation gives you a grounded, practical way to strengthen your creative practice.

Episode Links

• Jason Keath: https://jasonkeath.com
• Social Fresh: https://socialfresh.com
• More Bad Ideas newsletter: https://www.morebadideas.com
• The Case for More Bad Ideas (Jason’s book): https://amzn.to/3XFah82
• Jason’s article “How To Be More Creative”: https://jasonkeath.com/more-creative/
• Seinfeld on the Pop-Tart joke: https://www.youtube.com/watch?v=itWxXyCfW5s

For more episodes: https://unfoldingthought.com

Questions or guest ideas: [email protected]