The consequences of embracing froth


What if we worked on the assumption…

That what we produce does not lead to profound satisfaction in people’s lives?

That what we produce really does not satisfy people’s deepest, most enduring, most keenly-felt needs?

That what we make really is not that important to people?


We’d start making more work that didn’t always take itself so seriously.

We’d stop with the nonsense of creating social / cultural movements.

The measure of our success would not be the degree to which we change people’s lives, but the degree to which what we make is interesting.

We’d stop worrying so much if people thought our work was ‘believable’, and focused on making stuff that was plausible.

Our starting point would more often be what people find interesting, rather than our contribution to Life.

There would be more space for a sense of irony and playfulness that feels in such short supply in adland’s output.

We’d start having a more authentic ‘conversation’ (if we really must call it that) with people.

And perhaps we might actually meet the consumer, sorry, people, on common ground.

One comment

  1. Xerxes

    I think you’re right. I think sometimes we’re too wrapped up in ourselves and trying to make an impact on others.
    Perhaps we should spend less time focusinng on what other’s think and creating content that we believe/hope other’s will applaud. Instead maybe we should simply embraced the things that are important to us/make us happy/interest us and in doing so we might find that there are plenty of people out there who our content, comment and work would appeal to.
    But…it is hard for many of us to let go of that need to satisfy what we assume are other people’s wants, ahead of being true to what we believe and value.