My first big takeaway from my South by Southwest experience so far has literally just dawned on me, though it’s actually more of an affirmation of existing thoughts than a completely new takeaway. With challenges and limitations, come creativity and innovation.

Last night, I saw Under Great White Northern Lights, a concert tour documentary of The White Stripes. One of my favorite moments in the film was when Jack White talked about the different things he does onstage to make things more difficult for himself. Unlike many other guitarists, he inconveniently keeps his guitar picks on top of amps behind him, not taped on his mic stand. He plays the same guitars he used ten years ago when the band first started, even though they can be tough to keep in tune. And there is never a setlist.

From those challenges, spontaneity takes predictability’s place. Though these steps may make the band more vulnerable to mistakes, it makes them more human. The audience gets a performance that is always fresh and raw, not something you’d get from what Jack White calls “boring arena shows.” Convenience, the fanciest equipment, a formula, and a big budget don’t guarantee a winning result. They can result in something that might be pretty to look at, but ultimately lack the satisfying “meat” that audiences crave. This applies to anyone involved in anything creative—not just musicians. As Kristina Halvorson, champion of content strategy, said at her session today, “Content is king.”

Jack White said something else on creativity that that may sound heartbreaking to some people, but these words are the truth: you’re not always going to feel “inspired” to be creative. Most of the time, you just have to force yourself to create and hope something good will come out of it. I’ve heard these words before, and I’m sure anyone who is in a creative industry can relate. I sure as hell can.

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