Creative to solve a problem, not just to present the unexpected

---

The definition of creativity has narrowed down to executional expertise. Purposeless art that just feeds your endorphin hungry body has taken over. Art has mered down to just an element of surprise, a gimmick.

"Creativity" often seems synonymous with technical skill these days. Mastering a design program, creating a visually stunning video, or producing a catchy jingle – these are all valuable skills, but they don't necessarily equal true creativity. It's become about the how, not the why. We're no longer trying to be creative to solve a problem. It's just about quick gimmick now.

The focus has shifted to immediate gratification, to that fleeting "wow" factor. We're bombarded with content designed to trigger endorphins, to provide a quick hit of dopamine. It's entertainment, yes, but is it art? Is it meaningful? Art, at its core, should be more than just a gimmick. It should be a reflection of the human experience, a way to explore ideas, to challenge assumptions, to evoke emotions. It should have purpose, intention, and a deeper meaning. In our hyper-connected, attention-deficit world, we've become accustomed to novelty. We crave the new, the unexpected, the surprising. And while surprise can be a powerful tool, it shouldn't be the only tool.

This trend has implications for brands as well. Many brands are chasing the same fleeting moments of surprise, hoping to go viral or generate buzz. But these gimmicks often lack substance, and they rarely build lasting connections. We need to reclaim the definition of creativity. We need to remember that true creativity is about more than just execution. It's about thought, intention, and meaning. It's about creating work that resonates on a deeper level, that sparks conversation, and that leaves a lasting impact.

Let's move beyond the gimmicks and embrace a more meaningful, purposeful approach to creativity. Let's create work that's not just surprising, but also significant. Let's make art that moves us, that challenges us, that makes us think. Let's make art that is big enough. #creativity #art #purpose #meaning #innovation #bigenough