Hi everyone, it's Justine. when I was in New York last month I spoke in front of an
audience of creative people from many different countries, who make
videos on YouTube as well. and some of them even run very successful creative and/or
online businesses at the same time. I was free to pick my topic so I talked about
something that has been on my mind for quite some time.
you might remember or know already that I initially studied business and worked in
business and now I switched to fashion: studied fashion, now work in fashion. back
then people said I couldn't be a good "creative", whatever that means, because...
you know... I was a "business person". today, people say that I'm only creative so I
supposedly can't be interested or knowledgeable
in any other field.
I frankly, wholeheartedly disagree with that kind
of silo thinking. I think that all fields are in fact linked, related. so when I
said that to an audience of people who built businesses out of their creative
heads, they virtually all agreed with me, because they've been there themselves.
but I thought I would share that video, that talk with you guys as well and I
look very much forward to your thoughts and to an open discussion, I guess. here
is the recorded talk.
Hi!
they say "you can't be creative and business-oriented
at the same time"... my name is Justine. I'm a fashion designer and an entrepreneur.
so people ask me: "oh wow... so did you study fashion or business?"
"well, I started with business and then I went back to school and studied fashion".
"okay but... what do you
want to focus on, long term?" "I like both..."
"okay but like... you can't be good at both
things, you have to prefer one thing".
there are 2 types of people I have had
this conversation with: (1) people who knew me as a business person
before, who put me in the business box I don't want to let me switch boxes ever
again. and then (2) the people who think that business and creativity exclude each
other because creativity is that abstract myth, the artist that turns a white canvas
into Mona Lisa... hmm sometimes those 2 types of people can even overlap.
who decided that one person can do only one thing and when was that??
Leonardo da Vinci (example)
was an engineer, an inventor but also a painter and a writer, etc. at that time,
educated people were good in everything, right? so I understand that today there
is too much wisdom about each field for one person to be able to know everything
about everything. but it's not about what you know, it's about the way you think.
point 1: the less you know about a topic, the more creative your ideas will be.
friends of mine asked their little daughter (three years old, not even 3):
was the chicken or the egg here first? she thought about it and replied: well, the
Easter Bunny was first! and frankly it's the smartest answer I've heard. it's absolute
rational thinking, based on what she knows about the world.
point 2:
creative ideas are the result of structured, rational thinking. the most creative
people in the so creative advertising industry use very uncreative tools to
come up with new ideas. Zwicky was an astronomer, a scientist.
he invented a method that those guys use all the time. and he was not a "creative
person", officially. it's this one here: general morphological analysis. when you
have one big issue, you break it down into small pieces and then you play all
possible combinations of those pieces through, until you get not just a good idea but
the best one, the perfect practical, most efficient solution... for a given objective,
right? so in advertising, a good "creative person" is so business-oriented
because their goal is to bring across a message and sell a product.
so this method, which is using creative skills but is not creative at all,
actually works in every single field, I think. I could use it to design a shoe,
for instance. so what makes a shoe? let's break it down: you have a part that
covers the foot, more or less. here it's a sandal. then you have a heel, more or less
high, right? the heel is positioned somewhere under the foot. and then you
have one element that connects and holds the shoe close to the foot, somehow, right?
this shoe looks very original and creative but it doesn't work, why?
point 3: creativity works best under constraints. so here in this case, we're
missing the constraint: the heel of the foot has to be at the level of the toes,
or higher, otherwise you can't walk... so let's solve the heel issue: there you go. now the shoe
works. it still looks creative and original so
my point is here: creativity alone is not enough. you need to add some logics to it.
point 4: being creative is actually a matter of training. artists and designers
who are very successful over a long period of time create non-stop. they have new
ideas all day and all night. they see and observe the world around them, they feel,
analyze, think about what it means and where it's going. they practice that way of
seeing the world all the time. so you can do the same and practice that too.
for example, for a day, try to think and see the world as a child... it's a fun one to do, once a week.
or for one day, take a picture of every object or color that you see and like. at the
end, print out those pictures and build a mood board out of them. little exercises like
that are part of daily research, of routine work when your job
is to create new things. so in the end, pure creativity, the artist in front of
a white canvas doesn't really exist. without practicality without some logics,
without at least purpose, I think it's useless. so when people say you can't be
creative and business oriented or pragmatic or rational at the same time,
I think you cannot not be both at the same time! thank you!
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