ISSUE 69 /

A BULLETIN FOR
BIG IDEAS AND
BETTER BUSINESS.

OPINION / CREATIVITY

Why should you
bother with
a creative philosophy?

💬 Sir John Hegarty 

Brands put a lot of thought into what makes themselves tick. Statements around mission, vision, and values help teams in sprawling organisations act as one. But creative philosophies are often left to instinct and intuition. And they are seldom found written down.

So, does having one really make the work better? I think it does. Here are ten reasons to recognise, and adhere to, a creative philosophy.

1. You probably already have it

I struck upon my creative philosophy quite late. I was asked to give a talk on what makes a great idea. I realised that the best work I’d ever made was about irreverence. I’d been unconsciously working to this for my whole career. You might already have one too.

2. It will improve the work

Your creative philosophy is the driving force behind your best work. Being more conscious of it enables you to play to your strengths. It makes it easier to tell when an idea needs refining or chucking.

3. It creates continuity

The greatest brands develop deep and long-term relationships with audiences. Your creative philosophy is key to keeping this connection alive. People know what you’re about, and why you’re valuable.

4. You’ll love the job

If your business or creative work flows from a fundamental truth, drawn from your worldview or life experience – then the job becomes more meaningful.

5. It demands the truth

The greatest work is built on truth. Abiding by a creative philosophy makes it easier for your work to adheres to one. The most affecting feats of creativity are about uncovering a truth.

6. It builds culture

Fast-growing companies suffer from identity crises. Lots of people suddenly onboarded who aren’t used to working to your vision. Having a clear creative philosophy helps everyone get on the same page. After that, it’s easier to make greater work, at a greater scale.

7. It builds your brand

A brand isn’t just built on people who buy. It’s built on people who know about it. Your creative philosophy is the fuel in the tank for your brand.

8. It beats the competition

Is there anyone better at being you, than you? No, they aren’t. A creative philosophy is idiosyncratic, singular and unique. When your view is different to the rest of the market, you have the makings of a world-beating business.

9. It helps you sell

People don’t buy products. They buy stories, ideas, and the means of unlocking their own potential. Your creative philosophy turns you into a brand rather than a commodity.

10. It makes you timeless

Platforms, technologies and fads all change. Humans don’t. Your creative philosophy is about self-expression. When that’s your blueprint – your ideas will never be obsolete.

THE AGENDA

🗓️ Diarise this: your agenda for the coming week

1.
The UK’s biggest literary festival sees some 80,000 of book-lovers descend on the Herefordshire town of Hay-on-Wye for talks from some of the world’s most celebrated authors, including Salman Rushdie, Michael Morpurgo and Alexander McCall Smith.
22nd May - 1st June

2.
Tomorrow, the world takes a collective breath for World Meditation Day. For some, it’s the most reliable route to clarity and inspiration. Whether five quiet minutes or a deeper practice, this is your invitation to slow it down.
21st May

3.
The curtain rises on the 74th Bergen International Festival this week, filling Norway’s second city with music, theatre, dance, and more. As the largest arts festival in the Nordic countries, Bergen’s 15-day celebration presents over 150 events, showcasing both homegrown and international talent.
21st May – 4th June

4.
The Dutch capital will transform into a hive of creative activity this week for Amsterdam Art Week. Under the theme Celebrate Change, over 70 venues across the city will showcase 300+ artists through exhibitions, performances, talks and workshops. With a special spotlight on emerging talent, the programme explores the many layers of Amsterdam’s art scene and its global connections.
21st – 25th May

5.
Thursday sees some of the UK's finest musical talent recognised at the Ivor Novello Awards in London. Now in its 70th year, the prestigious ceremony honours exceptional songwriting and screen composing. Topping the list of nominees is breakout star Lola Young, whose hit Messy helped cement her place as one of Britain’s most exciting new voices.
22nd May

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ORLANDO / THEME PARKS

Park
life

Universal’s new $7 billion mega-park is finally opening its gates in Orlando on Thursday. Eight years in the making, Epic Universe is spread across 750 acres and features five themed “lands”—including Super Nintendo World and a new Wizarding World of Harry Potter. Universal is already hailed for levelling up the theme park game through the use of innovative design and use of cutting-edge technology to create fully-immersive experiences. Facial recognition tech will also help streamline guests’ experience of the park; replacing the need for irksome things such as tickets, locker keys and express lane passes. But despite its impressive credentials, the park’s success depends largely on circumstances outside of Universal’s control. Analysts have begun to fear that the trade and culture wars waged by the White House could hit the number of visitors heading to Florida this year. Whether Epic Universe becomes a record-breaking triumph or a big dipper hinges not just on high-tech razzle-dazzle, but on the wild political rollercoaster of the current administration.

ON CREATIVITY /

ROTTERDAM / ARCHITECTURE

Plight at
the museum

Rotterdam’s City Harbour has unveiled a bold new cultural landmark – the Fenix Museum of Migration. Housed in what was once the world’s largest warehouse, the 16,000-square-metre space now tells global migration stories through art and architecture. At its heart is the Tornado, a dramatic double-helix staircase by Chinese firm MAD that spirals up and out of the building, offering sweeping views over the River Maas. The structure symbolises movement, echoing the journeys of the millions of displaced people around the world. Inside the museum, highlights include The Family of Migrants, a photo series featuring some 200 portraits, and The Suitcase Labyrinth – a maze of 2,000 suitcases donated by migrants, each containing an audio story that tells the tale of its original owner. It’s a powerful, immersive tribute to displacement, resilience and shared humanity.

WORLD / MUSIC

Carbon-conscious
concerts

Coldplay will be heading to the US at the end of the month to complete the North American leg of their Music of the Spheres World Tour. The show has already received widespread praise not just for its musical stylings, but for its sustainable credentials. The band reports a 59% reduction in their carbon footprint compared to their previous tour, with eco-innovations including kinetic dance floors that convert movement into electricity, recyclable LED wristbands, and choosing trains over planes for travel between cities. In the UK, arena events are thought to produce up to 85,000 tonnes of greenhouse gas emissions annually and Beyoncé – who is heading out on tour again this year – raised eyebrows back in 2016 for using seven air freighters and 70 trucks to get her stage set and other gear to the venues across the country. Coldplay’s efforts show that with enough creativity and commitment, even the most energy-intensive events can take meaningful steps toward sustainability.

Unlock your creativity.

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