Tag Archives: Management Philosophy

Who’re You Bullshitting with “Creativity”?

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In my few years in the creative business, I have learned two lessons more than others:

  1. There are two types of ‘creative’ people in the world: those by designation and those by nature
  2. ‘Creativity’ is the most bastardised word in the business

Both of which bring us to the fated reality of the business in general, that we have a creative product that is more a product than it is creative.

At its core, the problem is that we have come to define creativity as ‘original, out of the box ideas’. Ideas that are interesting to us, and ideas we would not have thought of non-creatively.

But the truth is that creativity; is the ability to create something that does not exist before.

We leave that by the wayside and pursue the use of creativity for mere cosmetic improvement of preexisting solutions. Which are perhaps then filtered through several layers of verification: with sieves large and small, and what we are finally; most often than not – left with, is a substance that has neither content nor personality.

But it does check all the boxes.

The use of creativity for cosmetic and superficial improvements rests in a fundamental fear and incapacity for the unknown, the better and the truly new.

In truth, it is the difference between envisioning a faster horse, or an automobile.

But it is reduced to an excuse for having something that looks new, but is fundamentally the same.

It is an excuse for having nothing extraordinary. But just good enough.

It is your excuse for putting a funny, insightful video in your presentation but never changing the way you work.

It is your excuse for having beautiful slides. That lack in real content.

It is your excuse for having a website that invites the visitor, and speaks of lofty visions with beautiful words but is a facade to an organisation that counts only its bank roll in the end of the month.

True creativity is its own ends.

But it has been reduced to the means of being barely interesting. Almost relevant. Spineless. Or worse yet: just pretty.

Image credit: banksy

Faith

I have often wondered; in my travels, how humans have had the capacity to build such larger than life monuments as the Taj Mahal, the Sagrada Familia, the Great Pyramids of Egypt, the Sistine Chapel.

I’ve also been amazed at how religion was the muse for so many creations of great art and architecture: and therein, lay my answer.

Humans have the capacity to create something larger than life: something that goes beyond their own lifetime – as they are driven by a faith in something larger than their selves.

I choose the word faith, not religion.

Faith is multifold. It could be a faith in God (religion) A faith in love. Faith in progress. Or simply faith in the act of, and desire for creation. The desire to create something magnificent because why not?

But the answer is the same: faith.

And it perhaps isn’t without reason that the word faith is often suffixed with the adjective ‘blind’. For it rests; not in something we see, but in something we choose to believe in despite the lack of any signs of it’s presence.

This; I fear, is what we miss today.

For we would rather be driven by insignificant things that are apparent. Than significant things; that though invisible to the naked eye, we can create everyday.