metal & gin | (a weblog by craig t mackenzie)

One of the directors here at work has just sent me an article of his about how we do it at work, what we’re about. He’s given me permission to reproduce it here:

I don’t know what I’m doing.

And why the future of business is to be where others fear to tread

As soon as you think you’ve got it sussed, it changes. This happens every week, no, make that every day, hour, minute and second. The old certainties are gone and in their place we have rolling never-ending disruption. Oh, what’s that you say? There’s a new format for this ad or that ad? Surprise me. Nothing stays the same. We live and work in a super fast, super fluid environment where there are no rules, really.

Now, depending on your bent, this is either a pain in the arse and an obstacle, or the best full throttle, jump out of bed, greet the day with a shout opportunity that you ever got. It’s like Christmas every day. We don’t create, we invent. And what’s better than that? Inventing doesn’t require rules – they’re for people who want to know what they’re doing, who like order and the fact that everything has its place.

Creative? That’s sooo, 20th Century. Where I spend my time we make stuff, we imagine, wonder, copy, borrow, steal and cobble together. We invent. ‘How do you do that?’ ‘I don’t know, but we’ll figure it out.’ Look at that, if you mix it with this and take some of that, it makes this! If where you work isn’t like this and you’ve got a bunch of people called creatives having ‘ideas’ then you work at an ad agency, a place with rules and people know what they’re doing because they’ve done it before.

As was, creativity is the preserve of the few, its top down and hierarchical, structured and rules based. Traditional. Its old and it doesn’t work anymore. Constant disruption requires people who embrace it and feel comfortable with it. Where we work, we don’t know what we’re doing because its never been done before and in order to remain fresh, smart and ahead of the pack, you have to be inventive. It’s the ability to invent that’s at a premium. Inventors have no fear of the unknown. They like change and a lack of boundaries, Its where they thrive.

And this is where we are; we’re all inventors, media planner, art director, Flash programmer, strategist, every last one. At the edge of knowledge, technology, understanding. Here I am. I don’t know what I’m doing, because if I did I would be yesterday.

© 2007 Rob Lawrence @ Avenue A | Razorfish UK

This place, the people that fill it, they “get it”.

Do i need much more reason to like coming to work on a monday morning?