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Who are you? I never see you. You're the people who make the things we buy.
That's right.
We don't always need
to show ourselves.
We put brands, products
and ideas in front of you.
You see the finished
product, the advertising
and the message.
You rarely see the people,
decisions or money behind it all.
So how do I know what you have to offer? How do I know what exists, what I should want and what I should buy?
Marketing. Advertising.
We create a message,
find an audience
and give you
a reason to buy.
We learn how to capture
your attention,
understand
what appeals to you
and present things
in ways that
make you want them.
But how do you know what I actually need?
Do you understand my life,
my problems, my ambitions
and what might genuinely make things better for me?
NO WE DON'T
Sometimes we identify
a problem and develop a solution.
Sometimes we create
a concept and persuade you to use it.
We study what you respond to,
what you buy and what
you ignore. But knowing what
sells isn't necessarily
the same as knowing
what people need.
Who creates the STUFF you SELL, the people, inventors, designers and artists -where are those
talented
individuals?
IN THE
BACKGROUND!!!!
They are happy... creating the
things that we bring to life.
We commission creativity,
develop it, package
it and take it to market.
We often become the face of the
finished product, while the person
whose imagination helped make
it possible remains
largely unseen.
SO...
You decide what I see,
what I hear and what you want me to buy.
You have the money, the platforms and the power to influence what reaches me.
Am i being guided
to just trust and consume?
Ermmmmmmm...
We build businesses by creating
things people want and
finding ways to deliver them.
Trust matters because our
reputation depends on it.
But you're right to ask
questions. Just because
we can persuade you
to buy something doesn't
automatically mean it's
good for you, or that
we've considered what it
contributes to your life.
What if I'm bored?
What if everything
starts to feel
the same?
Another product, another advert, another experience designed to get my attention. I'm surrounded by things to consume, but where are the ideas that genuinely surprise me, challenge me or make me see the world differently?
hmmmm.
Then we need to create something new.
Business depends on innovation, and innovation depends on finding possibilities that didn't exist before.
We rely on the formulas because they WORK - make money, I guess we risk giving people more of what they already know instead of discovering what they might never have imagined.
If you keep giving me things to consume, when do I get the chance to think, imagine or create something myself? If everything arrives finished, packaged and explained, am I becoming an audience that simply reacts to what other people make, rather than a person who helps new ideas come into existence?
That's how new ideas
find their way into
the world.
Yet we've built systems that
often measure
success through attention, sales and consumption.
Perhaps we've underestimated
something important:
an inspired audience isn't
just a market for the
next idea. It could
be the source of it.
WE NEED PEOPLE TO BE CURIOUS!
Why has creativity become something you package, price and sell to me? Why am I usually invited to participate only after somebody else has decided what will be made, how it will look and what it will mean? What if creativity isn't just a product or service, but something we all have the capacity to contribute?
CREATIVITY HAS
COMMERCIAL VALUE!
We invest in it, develop it and
bring it to market.
That's how many industries operate.
But perhaps we've become
so focused on turning creativity into
something we can sell that we've
overlooked its wider potential.
Creativity existed before the
market, and its value to
humanity cannot always
be measured by what
somebody is willing
to pay for it.
Imagine if I could speak directly to the person who created the thing I'm experiencing.
Ask questions, share ideas, explain what it makes me think and feel, and perhaps even help shape what comes next.
What if the artist didn't have to work in isolation, the patron didn't have to make every decision alone, and the audience wasn't simply waiting at the end of the process to buy the result?
THAT COULD CHANGE THE
WAY WE CREATE THINGS
Instead of making
assumptions about what
people want, we could bring creators, patrons and
audiences into a conversation.
We could learn from one another,
explore possibilities together and
discover ideas none of us
would have reached independently.
The challenge is finding
a way to do that meaningfully,
rather than simply asking
people for feedback
once everything has
already been decided.
Be honest.
WHAT ARE WE REALLY HERE TO CREATE?
What if we stopped treating people as consumers and started treating them as participants in the creative process? You bring the resources, the artist brings the imagination, and we bring our experiences, questions and perspectives.
Together, we could create things that do more than generate sales. We could inspire people, challenge assumptions, improve lives and discover new ways of doing things.
Isn't that worth exploring?
You're right.
Perhaps we've spent so long working out how to create things for people, and how to persuade them to buy those things, that we've forgotten to ask what we could create with them.
Imagine a world where the artist, the patron and the audience all have a meaningful role in shaping what comes next.
Not simply buying what already exists, but helping bring new possibilities into existence.
Perhaps the opportunity isn't just to change what we create, but to change how we create it, and who gets to be part of it.
HEY....
Imagine If we created a better
future together?
CLICK HERE TO KNOW WHAT THEY DID
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10 conversations about patronage and the relationship between the people who create products and services and the people treated as consumers and numbers. What if art and creativity became part of that conversation, not just to create products, but to help human beings understand themselves, each other and the world they share?
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