David Ogilvy: "Big ideas come from the Unconscious"

Ever wondered how the creative process works? Where the sparks and big ideas really come from? Well here's David Ogilvy's take on it:

"Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you."

I got the above quote from copyblogger's profile on David Ogilvy which you can read here. On a side note, below is an image of one of Ogilvy's most iconic marketing headlines: