Reasons To Be Creative

Why do you do what you do?


Today, I want to talk to you about why we do what we do. For many of us, the answer is surprisingly simple. Because we want to craft beautiful experiences. So let me ask you this: are you crafting the kind of experiences that truly inspire you?

In Belgium, 90% of people in the industry work in or for advertising. Clients and account managers ask us to create amazing work, while often piss all over it in the end. We are given the responsibility to deliver stunning work, without the authority, processes and budgets we need to carry it out to a high standard. The result, is frustration. We are asked to be super creative and innovative, but they only need us to help brand and sell their products. Well, I was tired of selling and branding products, so I choose to define them instead. And over the past 3 years, I learned a few important things. Many organisations and digital products are managed by business people and technical experts, lacking design expertise. Too often, design is an afterthought, a visual layer added on top in the end of the process. But design is not just a visual layer, it’s not just about aesthetics. Design is about behavior. It’s not about how your product looks, it’s about how your product behaves. This means that if it behaves like an asshole, people will start to see it like an asshole. And that’s a big problem.

The world does not need more assholes, there are plenty already. The world needs products that are a joy to interact with, easy and fun to use. Products that empower us, products that inspire us. If we want to start making such products, we have to include design throughout the entire development process. Ask yourselves: why do you do what you do? Is it to create things that piss people off? Or is it to create things that improve people’s lives?

I don’t think any of us are in this because we want to piss people off.
So let’s stop making digital assholes. Let’s craft beautiful experiences instead.