The Job of Creativity

The job of a creative is to let people see the future. What’s coming over the horizon?

Your job is to live on the fringe hunting new things that you bring back from the front line and show the world what’s next. If you’re really good you get a reward. But that’s not why you’re doing it. It’s about the thrill of the chase. It’s about the buzz. It’s being first to bring back the rare treasure. It’s making your mark. It’s about leaving something behind that will outlast you, and maybe your kids. You want to create a product to make people say, “I wish I did that!”. Or, make people come up to you and say, “How did you do that?”. Still, that’s not why we do it, but it lets you know you’re on the right track and encourages you to do more.

This mindset is what entertainment is all about. It’s this pioneering spirit that has brought us so many names that we can never forget. But there’s room for more. We can all improve on our creative thinking and take some tips from other industries.

Who puts on the best event?

Who makes the best products?

Who has the best delivery service?

The list goes on, but you get the idea. It's questions like this that will stretch your thinking outside of the box. To really go next level, try not thinking about the box at all.

There’s a big wide world out there and it's only getting bigger. We are now global players. With the internet we have access to a global network. What can you do with it? Who are you trying to reach with it? What are you going to say when you reach them? The world is yours but only if you have the tools and the right mindset to take it.

There’s a Steve Jobs quote that I really like: “Stay Hungry, Stay Foolish”. Every project you do should be approached like that and also with the beginner's mind. Act like a child, what would a five year old do? This makes you think in a completely new way. If you want to create something ground-breaking, fresh, and brand new you must be able to do and see things in an original way. You have to be willing to do what other people don’t. Remember, if you do what others do, you get what others get. If you travel the road less travelled there’s going to be more stuff for you to check out. Try it, see what happens.

So, the only obstacle in this is you. You are your only opponent. You are the only person you have to beat. Decide now how far you want to take it. You have to compete with yourself and outdo yourself. Keep stretching yourself and you will find out how much further you can go. There’s no limit.

Outdo you. What was the best project you ever did? How can you make it 10 times better? Don’t compare what you do with someone else. Dig deep and push yourself to come up with a much better version of what you did, it will lead you in all kinds of new direction. Don’t try to fit in to what’s happening, because it’s already over. Enjoy being the outsider. Only sheep go with the herd. If you’re a real creative then you’re a real outsider. You know what I'm talking about.

Outsiders have to figure out what they like and how to do it. That’s good but there’s always more. As an exercise, try restricting yourself by using less stuff then you normally do. Say to yourself , “I’m only going use five things today to make this project”. This will force you to come up with lots of new ways to get to your goal. This might be a radical new direction and that’s what leads to a breakthrough.



So, imagine it’s the year 3000. What’s on the radio or TV? What's the device that they use for entertainment? Think about it. What would you like to hear, see, and do? Now create it!