I’m reading a great book on storytelling called ‘Into the Woods’ by John Yorke. What struck me was how rule-bound everything is. The way you structure a story, and how you create characters. How you create drama, intrigue, and heart-stopping moments.

All the elements of a great story follow a clear set of rules. And have done so for centuries, no matter whether you’re sitting around a campfire or creating a Hollywood blockbuster.

To be creative we’re often encouraged to break existing rules. I’ve heard this so many times - and said it too. However, I’ve concluded that this is not the best advice. Focus instead on understanding the rules of creativity intimately and become adept at following them. This is the true path to creativity.

Understanding rules is not just for storytellers. The same applies to any creative field. If you’re cooking, you need to understand food chemistry. What happens when heat is added. How flavours combine. The role of fat, sugar and acids and how they react to each other. (I got all this from my favourite Summer read - Lessons in Chemistry.)

The same with playing a musical instrument, drawing, dancing - anything. You’ve got to invest the time and effort into learning and following the rules. Alexander McQueen was one of his generation's most celebrated and creative fashion designers. Aged 16, he served a two-year apprenticeship in tailoring on Savile Row and worked for other fashion labels. He then completed a Masters in fashion at Central St Martins. He was a true craftsman and an expert tailor before he launched his brand.

Once you’ve mastered the rules, you can push and challenge them with more confidence and freedom. You’ll feel powerful enough to improvise and play around like a jazz musician. If, for example, you’re an architect, once you’ve mastered your craft you can experiment with new materials, new structures or add personal flourishes.

SUMMARY

Saying ‘break the rules’ is a trite and obvious thing to say when encouraging people to be creative. I understand why. Creativity is about standing out and being original. We mustn’t just copy and imitate everything that has gone before.

However, getting to know the rules is fundamental to creativity. Like the storytelling experts tell us, there are tried and tested ways of taking people on an emotional journey and keeping people engaged.

Mastering rules is hard and time-consuming. It requires practice and dedication. I guess that’s why being creative is a lifetime’s journey.