He probably didn’t know it, but Paul Trani set the tone. “[I don't like the term Creative...it's used too readily]“. You know what Paul, I couldn’t agree with you more. Everybody wants to be creative like everybody wants to be a geek (and there is another word which is rapidly devaluing). From the vacuous numptys on The Apprentice to every Dalston Douche that emin their way into their 15 mins…creativity is perhaps the most overrated word in the lexicon.
And yet, here I am, sitting at a conference called Reasons to Be Creative, bearing the lofty title “Creative technologist”…sitting, in fact, in the exact same seat I was two years ago when this conference was still broadly a tech conference for a now almost indefensible tech. I said once before that conferences like this are creative oxygen for me, this one in particular. I don’t know if John has been paying attention but their logo now shows a recharged battery, which, after a pretty hefty couple of months at the agency coalface, couldn’t come at a better time.
My own creativity has wavered, this I know. At the risk of giving a standard parent-and-manager whinge, there just aren’t hours in the day for the work I want to do in the face of the work I must do. Repeated throughout the day, by Grant Skinner, by Amit Pitaru, by Carlos Ulloa (who needs a separate blog post soon), is the need to play, to explore and to create. It’s something I’ve talked about at length and a central part of the culture of my team at work. I will say it again in the Elevator Pitch I’ll give at this conference in two days time. But now, sitting on the pisshead’s train back to London after marvelling at the ease with which Stefan Sagmeister once again makes being a world-renowned artist and creative seem, I *know*, really *KNOW* that I’ve been coasting, and that I’m not nearly as creative as I would like to think (or project) I am, not through a lack of ideas or skill perhaps, but because I simply haven’t picked up a tool and contributed to something.
It’s the thing I love about Reasons.to – it simultaneously lets you feel like you can achieve anything you want to, whilst at the same time, reality checking you that having the thought is not enough. You must do. Dominic Wilcox (whose work I did not know but instantly fell in love with) kept sketchbooks and littered his talk with cartoonish inventions that stick in the mind more somehow than his considered (and presumably well funded) work. The flow of ideas was irresistible…ideas of all scales from throwaway gags to incredibly emotive and thoughtful pieces of great depth.
I made some resolutions to myself today about the gulf that exists between having an idea and seeing it executed, even if that’s just a sketch, or an outline or a snippet of code or a todo list. It’s not difficult to find Reasons To Be Creative. It’s quite another thing to do something about it.