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To paraphrase (or rather completely misquote) Mark Twain, “The reports of the death of human creativity are greatly exaggerated.” Sure, for the last few years, all we’ve heard about is AI. AI. AI. Companies have been hurtling toward more automation. All digital.  But clear away the AI-hype, and you start to see a new pattern emerging. One that’s both surprising and yet totally predictable. Companies and culture are not abandoning technology altogether (how could we?), but there is a noticeable new attraction and…

Most creative work isn’t bad. It’s just unnecessary. Not essential. Noise.  The video looks great. The site redesign is clean. The merch table is loaded. But what would happen if you quietly removed it all tomorrow? Would anything actually change? Would getting rid of it actually clear space for more meaningful messaging?  In busy organizations, creative often becomes purposeless activity. We produce because we can. We launch because it’s time. We redesign because the current materials feel stale. But production isn’t progress. And volume isn’t value.  The…