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Scott McKay is a Toronto strategist, writer, creative director, patient manager, half-baked photographer and forcibly retired playwright.

This little site is designed to introduce him and his thoughts to the world. (Whether the world appreciates the intro is another matter.) If you'd like to chat, then you can guess what the boxes below are for.

 

 

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    "They had their cynical code worked out. The public are swine; advertising is the rattling of a stick inside a swill-bucket."

          – George Orwell

     

     

     

     

     

    "Advertising – a judicious mix of flattery and threats."

          – Northrop Frye

     

     

     

     

     

    "Chess is as an elaborate a waste of time as has ever been devised outside an advertising agency."

          – Raymond Chandler

     

    Entries in Heraclitus (1)

    Monday
    Dec132010

    it only took me several years to figure this out

    In my old life as an aspiring playwright, a brilliant director I was working with once said that I had a strong, innate sense of structure.

    He didn't mean it as a compliment.

    Because he was trying to get me to rethink an okay but fairly expected story in a completely different way, and my sense of "proper" storytelling was standing in the way of that. It was shocking, actually, to understand that my natural inclinations could be "correct" even as they blinded me to exploring new possibilities, and stopped me from listening to how the story wanted to be told.

    I had to teach myself how to escape from structure. I wrote a lot of crap, admittedly, and forced myself to stop worrying so soon about how it all fit together. I constantly had to fight my reflex to judge, and simply keep writing anything that worked on any level, anything that felt like it had a spark.

    And then I realized that this was a skill I had already learning in my advertising work. That's what brainstorming is all about. That's what sitting with a piece of paper and a magic marker is all about. I never sit down to write without daydreaming and doodling first.

    It was strange, applying a money-making skill to my private writing where I had all the power and the ultimate decision. But that realization was helpful and led to some interesting things.

    Structure shouldn't be imposed on the words, even by one's self, or made apparent before the words are said. Just think how many movies, shows and plays you can predict after seeing their first five minutes. There's nothing more boring than knowing what's coming an hour and a half later.

    As our old friend the drama critic Heraclitus reminds us, latent structure is the master of obvious structure.

    If you want your writing to be great, if you want to not just hold people but keep them coming back, then your structure should come out of the words themselves. It should be suggested, found, uncovered after the words are understood.

    To the audience or the reader, and even to the author, structure should be discovered.