John Jay of Wieden+Kennedy was recently named one of The 100 Most Creative People In Business 2011 by Fast Company. He uses his position as Global Executive Creative Director to interweave and cross-breed the cultures of the W+K offices around the globe.

In this short but insightful video, Jay talks about his creative process which seems to rely greatly on listening and being open to new and different experiences. But a very simple process overall… “Listen carefully + understand their soul + make that soul relevant” He also throws in a few points on what may hinder the creative process… living in a predefined role for example.

A really nice message. Its almost zen like as it promotes listening, openness, freedom… There’s no wonder why W+K produces such brilliant work.