Here's why you should think more-do less.(How to beat AI as a creative)

The main difference between an artist and a tool executioner is that the artist brings thought. Without a thought, you’re easily replaceable. Software can learn to mimic styles, AI can generate images based on prompts. If your value proposition is simply your ability to wield a brush or master a software program, you're on shaky ground.

Artwork by Ani Castillo

We've been talking with some incredibly talented artists lately, exploring potential collaborations. And something interesting keeps happening. The conversation almost immediately dives into the technical details: colors, fonts, budgets, software. It's like a checklist of deliverables, a rush to get to the "doing" without fully understanding the why.

This obsession with the how rather than the why feels strangely familiar. It reminds us of brands that focus solely on the what – the product features, the technical specs – instead of the why – the values, the mission, the connection with their audience. It's like asking a writer, "So, which pen do you use?" Sure, the pen is a tool, but it's the thought behind the words that truly matters. We get it. We've been there too.

It's easy to get caught up in the execution, the tangible aspects of the work. But here's the thing: focusing solely on the "how" without considering the "why" is a dangerous game. It's a race to the bottom, a constant scramble for projects based on price and speed. And in that race, you're easily replaceable – by another artist willing to work for less, or even, increasingly, by AI.

Think about it. Software can learn to mimic styles, AI can generate images based on prompts. If your value proposition is simply your ability to wield a brush or master a software program, you're on shaky ground. When you focus on the thought behind the project, the technical details become secondary. You're no longer just executing a brief; you're collaborating with the client, bringing your own expertise and insights to the table. You're adding value beyond mere execution. This shift in perspective is crucial for any artist who wants to thrive in the long term. It's about escaping the endless cycle of bidding wars and deliverable checklists and positioning yourself as a true creative partner. It's about valuing the thought over the pen, the why over the how. And it's about building a career that's not just sustainable, but meaningful. #artist #creativity #branding #design #thought #bigenough (Think more,-do less)