"There is no spoon"

What is that thing called creative? That thing I do all day and love so much?
Apparently it is extremely hard to explain. Especially to people you know.
So what is it that you actually do? No, really? You found someone who pays you to think? How much!!!?
It seems Creative is a code for things that are sophisticated, intangible or even unnecessary to some (like cloud technology :-).
Every now and than after a long creative standoff with a few of my non creative peers, a line from the Matrix leaps to mind, "There is no spoon".
One would expect me to get use to this after 22 years in the business but... I guess I'm creative.
Still I often find myself "defending" my way of life or even my actual professional being (very Matrix like right?)
So I will leave you with this thought:
If the creative is so sophisticated you don't understand it, is it still creative?

Creative of the week

3 seconds rule

Growing up, there was a undeniable rule for food that's dropped to the floor. If you picked it up in under 3 seconds it was safe to eat. Maybe the lack of bacterial information, maybe just a sign of the times or maybe we were just kids. But that was the rule.
Nowadays everything is quicker. Especially our attention span, which is shortening every year.
A few days ago I've upgraded to the newest operating system on my smart phone. It appears that it works great but... In one area it has slowed down the phone by maybe 1/2 a second. Half a sec!
The weird thing is, that I've actually noticed that. Now how crazy is that? We are all used to such quick action-reaction that if things take more than half a second we get upset or even frustrated.
So no more. I have decided to go retro and allow for more "wasted" seconds in my life.
Therefore I may answer your calls, WhatsApp or even Facebook Messenger half a second to late so please try and bare with me, I'm from the 60's you know.

All fun and no play...

https://www.youtube.com/watch?v=fK_zwl-lnmc

Creative of the week

https://www.youtube.com/watch?v=Luio1SLuWf0