I spent some time with my friend Erin this week, a talented designer who created the designs for Good Bread by Greg. She shared her process with me on how she did it.

Initially, Erin met with Greg to discuss the vibe he envisioned. They exchanged ideas and highlighted examples of designs they liked. Then, for a month, she appeared to do nothing. In reality, she was letting the ideas develop in her subconscious. During walks, she'd contemplate the project or draw inspiration from her surroundings and other content she consumed. Once the concept had fully matured in her mind, she designed the site in just a few hours.

Erin stressed how important this time was, asserting that the brand wouldn't be the same without it. We laughed at how this approach contradicts typical American work culture, where 'real work' is often associated with being desk-bound rather than strolling through the streets of Williamsburg.

My takeaway is that creative work is like baking bread. You begin by mixing all your ingredients (ideas) and kneading the dough (playing with the ideas and see how they fit together). After some rest, you place it in the oven and let it rise (subconscious processing). Once you see it is ready, you go to work preparing it for others by slicing and serving it (designing and shipping).

Just as bread needs time to develop its flavors and texture, creative ideas benefit from periods of apparent inactivity. Rushing the process at 500°F won't yield the best results for your bread, nor will it benefit your creative work.