ISSUE 61 /

A BULLETIN FOR
BIG IDEAS AND
BETTER BUSINESS.

OPINION / CREATIVITY

The
collaboration
myth

💬 Sir John Hegarty 

Many hands make light work. The oldest record of this adage is from the early 1300s, and appears in a chivalric romance story called Bevis of Hampton. The plot involves our hero surviving an assassination attempt devised by his stepmother, then getting abducted by pirates. At some point he also battles a lion. Tales like these are timeless, but the proverb hasn’t aged as well. If you are sacking a castle, steering a merchant galleon, or overseeing a medieval fiefdom, then the more soldiers, sailors, and serfs the better. But in modern information work, the same rule doesn’t apply.

The notion that teams can arrive at a great idea through collaboration is nonsense. The C-word has in recent years become fetishised where business is concerned, and many have fallen into the trap of assuming that more people in the room equals a better calibre of idea. It does not. While management might evaluate individuals on their willingness to work together, few are conscious of the real cost of this obsession with teamwork. Researchers from the University of Virginia’s business school estimate that knowledge workers spend 70 – 85 per cent of their time attending meetings, responding to emails, or jawing on the phone. That means as little as 15 per cent of time (one hour and a bit per day) is spent in deep work.

Individuals are crucial to the success of your company. But they require time to observe, think and imagine the new. A schedule packed out with back-to-back meetings does little to stimulate the intellect or stir innovation. The greatest minds in your organisation are usually those that you catch eschewing pointlessly prolonged and over-attended meetings. They know also that when it comes to mental effort, if the work feels light, you’re probably doing it wrong.

THE AGENDA

🗓️ Diarise this: your agenda for the coming week

1.
Some of the world’s most acclaimed authors will be giving talks at this year’s Oxford Literary Festival. Opening on Friday, the event sees a week-long programme of thought-provoking discussions organised across the historic city.
29th March – 6th April

2.
On Thursday, the spotlight will fall on World Theatre Day – an event dedicated to the power of live performance. It recognises the enduring impact of the stage and its ability to inspire.
27th March

3.
Stars of the small screen will be honoured at London’s Royal Television Society Programme Awards this evening. It’s set to be a big night for the BBC, which is sweeping the board with nominations for shows including Sherwood, Industry and This Town. 
25th March

4.
Literature lovers and publishing professionals from around the world will be flocking to the Leipzig Book Fair this weekend. It’s one of the largest events of its kind in Europe, with thousands of authors, publishers, and readers gathering in the small German city.
27th – 30th March

5.
Shortsfest will be taking over screens across the Colorado ski resort of Aspen this week. Celebrating the craft of short film storytelling, the festival features a diverse selection of works under 40 minutes as well as various panel discussions and industry talks.
31st March – 6th April

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EU / AI

Sora’s
fundamental
flaws

Just weeks after OpenAI’s image and video tool Sora arrived in Europe, its impact on creative industries is undeniable. From film to advertising, its ability to streamline production is widely accepted – but not without concerns. Like most AI, Sora is powered by models that are trained on vast amounts of data culled from the internet, raising copyright and ethical questions. A new investigation by Wired has also found it reinforces outdated stereotypes, depicting men as CEOs and pilots while reserving roles like receptionists for women. This highlights the need for a hybrid approach – using AI as a tool, not a replacement, while ensuring human oversight. Without careful regulation, Sora and similar tools risk perpetuating biases rather than challenging them. As AI-generated content becomes more common, the focus must shift to responsible implementation—one that fosters innovation without compromising fairness, originality, or human creativity.

ON CREATIVITY /

CUPERTINO / STREAMING

Apple raises the
streaming stakes

With last week’s nail-biting finale of Severance capping another high-profile release for Apple TV+, the company’s ambitious streaming push shows no signs of slowing – despite major financial losses. A new report by The Information reveals Apple is losing more than $1 billion annually to stay in the game. So why keep going? Unlike Netflix, Apple TV+ isn’t just about subscriptions—it’s a prestige play. By delivering critically acclaimed series and films, Apple enhances its brand, elevating it firmly above its tech rivals. While the streaming wars remain fiercely competitive, Apple appears willing to take the hit, banking on quality over quantity. Profitability is often the enemy of creativity – proven by Disney’s endless churn of remakes and sequels – so it’s commendable that Apple is willing to commission shows that offer freshness and innovation. Hopefully CEO Tim Cook continues to see the long-term benefits of the great show shell-out.

GLOBAL / FASHION

Luxury industry
faces creative
crossroads

In what’s being dubbed ‘fashion musical chairs,’ recent weeks have seen major luxury houses switching creative directors in a bid to reignite sales. Gucci, Chanel and Dior are all placing fresh bets – prompting mixed reactions. Gucci’s appointment of Georgian designer Demna Gvasalia triggered a 10% drop in stock value while Chanel has been praised for prioritising taste over name recognition by choosing Matthieu Blazy to head up the storied French brand. These figures will come under pressure early in their tenures; the global luxury goods market is grappling with its lowest sales in years due to China’s economic slowdown and rising inflation. Brands must balance creativity with commercial viability, especially as well-heeled folk become more cautious with spending. But if these new heads manage to strike the right balance they could not only revive their respective houses but also set the tone for the next era of luxury.

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