What Jeff Tweedy and AI Taught Me About the Creative Writing Process
I didn’t expect a book about songwriting to unlock how I approach ad scripts, brand strategy, and creative thinking, but it did.
Why a Songwriting Book Made Me a Better Creative Director
Some people love Wilco. Some people don’t get it.
I’m in the “love” camp. Jeff Tweedy’s lyrics hit me in a way I can’t always explain. Songs like Hell Is Chrome, Jesus, Etc., and Theologians land somewhere between confusing and brilliant. And that’s what makes them stick.
Recently I read his book, How to Write One Song, and it cracked open something in me—not just about music, but about the creative process in general.
Even though I’m not a musician, what Tweedy said about writing felt dead-on for how I approach scripts, copy, and client work at my agency.
Why Writing Is a Creative Habit, Not Just a Skill
Tweedy says, “Showing up with a reliably open heart and a will to share whatever spirit you can muster is what resonates and transcends technical perfection.”
That line stuck with me.
When I stop writing for a while, things get clunky.
Scripts drag. Ad copy gets foggy.
But writing, even something like this, clears out the creative cobwebs. It keeps the muscle from atrophying. That sharpness shows up later when you're pitching, building a campaign, or trying to explain why your work actually matters.
This isn’t about being a “writer.” It’s about building a creative habit that sharpens everything else.
How to Build a Writing Practice When You Feel Stuck
If you’re trying to write more, or just trying to start, here’s what helps me:
Read How to Write One Song by Jeff Tweedy - You don’t have to be a musician. The creative process applies to all of us.
Read The Artist’s Way by Julia Cameron - Cameron says: “Art is not about thinking something up. It’s about getting something down.” That’s the shift. It’s not about being clever. It’s about showing up.
Accept that your early writing is going to suck - It’s part of it. You can’t skip the bad drafts. You just keep going.
Steal like an artist - Borrow structure. Borrow tone. Learn by copying, then make it your own. Austin Kleon says it best: “Don’t wait until you know who you are to get started.”
Use AI to speed things up, not replace your thinking - I use AI every day. It helps me brainstorm, draft, and organize ideas. But I don’t let it write for me. Because if I do, I stop thinking
How I Use AI Without Losing My Writing Voice
AI is part of my daily process. I use ChatGPT and Perplexity to work faster, but I never let them do the work for me.
AI is a tool, not a crutch. If I rely on it too much, my writing gets soft. Too clean. Too lifeless.
That’s when I stop and write something myself, even if it’s messy, just to remind my brain what it feels like to think clearly.
Why Critical Thinking Still Drives Creative Work
AI is fast. But good writing still depends on good thinking.
Most of what I do for clients, whether it's product copy, a video script, or brand messaging, starts with this foundation. It doesn't matter if it's a 15-second ad or a strategy deck. If the thinking is weak, the work is weak.
Analyze: Break things down into parts you actually understand
Evaluate: Know what’s real and what’s noise
Infer: Connect dots based on evidence, not assumptions
Explain: Make complex things clear without dumbing them down
Reflect: Question your own bias and get out of your own head
This is critical thinking. And it’s what turns words into value.
Start Small. One Song. One Script. One Page.
You don’t need to write a masterpiece.
You just need to write one thing. One page. One line. One idea.
It’s okay if it’s rough. It’s supposed to be.
The act of writing is how you find your voice.
Sometimes it disappears. Then it sneaks back in when you least expect it.
That’s part of the process. That’s why we show up.
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