Fallon's principles of creative language (or juicing your orange):
1. Start from scratch
2. Demand a ruthlessly simple definition of the business problem
3. Discover a proprietary emotion
4. Focus on the size of the ideas, not the size of the budget
5. Seek out strategic ricks
6. Collaborate or perish
7. Listen hard to your customers and listen some more
Visit this website, for more creative processes.