Counting stars: Creativity over predictability

Our industry has matured into something that’s very different from the almost joyfully naive, creative designer’s playground that it was when I started. While we focus our thoughts onto processes, methods and mechanics, instead of ideas, we’re losing the creative ‘soul’ of our work. I’m hopeful that all’s not lost and that we can make work that’s memorable if we focus as much on creativity as we do on implementation.