ISSUE 19 /

A BULLETIN FOR
BIG IDEAS AND
BETTER BUSINESS.

Dive in

Looking for a creative boost?

Our editorial team are happy to oblige. We head to Vienna for a creative conference, highlight a savoury date for your diary, and take flight (on foot). Plus: why art matters in politics, and why age matters in hospitality. But first, Sir John explains why you should never try to be original.

OPINION / CREATIVITY 

Banish the word
‘original’ from
your organisation

💬 Sir John Hegarty 

I never liked being a judge at creativity awards. But for some reason, when organisers would approach me, I would often accept the invitation. In the run up to an event, you’re introduced to a handful of others who accompany you on the judging panel. Before getting down to the business of viewing the work, the group has a quick powwow to align on what it’s looking for. Without exception, someone would say: “I think originality is really important here.” At the mention of ‘originality’ I would shudder.

I have witnessed the destructive potential of this word first hand. When clients use originality as a benchmark, it means that no idea is ever novel enough. When creatives measure the strength of their work by it, nothing ever gets off the ground. The reason? Nothing – nothing – is original. Striving for it is a fool’s errand. And the commercial and psychological damage it wreaks is poorly understood (least so by the people who still insist on using it).

Ideas themselves are iterative. And the greatest creative efforts always derive from something that came before. When you disallow this, you quickly find that there is surprisingly little to work with. Fortunately, there is a far better word to use instead of the aforementioned: ‘Fresh’.

Using the word ‘fresh’ gives credence to the notion that your idea can come from elsewhere. That by taking something brilliant and giving it a twist, your work can take on a new and more subline meaning. ‘Fresh’ is an invigorating term, it implies limitless potential. Meanwhile, ‘original’ is an impossible metric that inhibits. If you find yourself judging the strength of an idea this week, ask yourself: “is it fresh?”

THE AGENDA

Pencil it in: Hot tips for the week ahead.

1.
Why run separate events for design, art, or entrepreneurship? The Austrian capital reasons that it’s more holistic to unite such disciplines under a single banner. Creative Days Vienna offers a host of talks and events spanning all the above.
5–6 June  

2.
Jogging is a quasi-religion. One wonders what (philosophically) it is that we’re all running from. For millennials, it’s thought to be the responsibility of marriage or child-rearing. But these sorts of worries shouldn’t feature on Global Running Day. The message is clear: a clear head demands putting one foot in front of the other.
5 June

3.
Awards might be subjective, but the commercial boost that comes with winning isn’t. The invention of the automobile saw the arrival of the Michelin Guide, and it’s grading of restaurants. But in 2024, this isn’t the only accolade that matters. This week the World’s 50 Best Restaurants are revealed. A sign on the terrace that reads: “World’s Best Restaurant” is a good look.
5 June

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BERLIN / POLITICS

The art of
(political)
persuasion

Campaigns are wrapping up around the continent ahead of the EU Elections this weekend. The likes of Macron, Meloni and Scholz have largely employed the usual rally-centric techniques to garner support – but politicians aren’t the only ones trying to convince people to vote. German photographer Wolfgang Tillmans had already run a pro-EU campaign, aided by creatives all around the continent, back in 2019. This time he’s back with a series of images designed by Scott King that can be downloaded and printed on posters or t-shirts. The playful, type-led pictures don’t pick parties but instead hone in simply on getting voters to the polls. Whether they’ll be effective in their aim is up to the project’s physical reach just as much as its aesthetics: independent voices notoriously have to shout twice as loud to be heard. Still, using art in political messaging shouldn’t be the exception, but the rule: too many parties have clumsily attempted to harness its power in their campaigns, often dampening its experimental potential rather than letting creatives do the talking. If nothing else, Tillmans’ and Scott’s posters should inspire more politicians to artfully rethink their route.

ON CREATIVITY

LOS GATOS / MEDIA

Netflix wants
to level up with
gaming titles

When Netflix announced that it was going to expand its offering to video games in 2021, the streamer’s move felt like a daring side-step that could yield supremely creative results. But the company’s game strategy has felt slow to load. Last week, it announced that the latest four games to join a 100-strong slate will be themed around some of its most popular reality-TV shows, from “Too Hot to Handle” to “Selling Sunset” – and will be released around the same time as their corresponding series. The idea is to give viewers who’ve become hooked on the drama more ways to “immerse themselves” in the show’s world – but is banging on the same drum ever a long-lasting creative solution? Rather than saturating its audience with the same concepts, Netflix’s video games could play around with new ideas. Like any good reality dating show will demonstrate, initial all-consuming obsession is often only short-lived: variety, inventiveness and effort are what keeps any relationship (including that with your customers) alive.

ITALY / HOSPITALITY

Old hands
make light work 

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