Clients crave process. Charts, diagrams, schematics. They know what they’re buying that way. It’s safe, somewhat measurable and works to reassure stakeholders and investors. And I get it, process keeps us honest. It keeps us on course. Organised. Focused.
But to be truly creative, we need room to play.
Play tends to fly in the face of process. By nature, it’s haphazard, unreliable and often unserious. In true moments of play, we forget about the course. There is a freedom in the fun and the license to explore. To experiment. To surprise. Without this vital space, we end up in territories that are familiar, dull, and mediocre. Expression that doesn’t feel expressive, brands that blend and experiences that are expected.
“Some things are too important to be taken seriously”, Oscar Wilde said. Play is one of those things.
