I haven't posted much around here for a while, let's be honest.
Mostly because, like with so much else in life, once you lose momentum, it's very hard to regain it.
Then again, the trick so writing and posting stuff is to just start and not overthink it.
It's the same for me with writing a creative brief. Of course you ACTUALLY need a strategy first, many forget this (seriously).
But then the only way I know is to start writing something bad, then figure out how to make it good.
Anyway, there is one thing I thought about while I was away, which is why the break did me good.
It's the need for more breaks, for it to actually be okay to do nothing much.
If you're job is somewhat creative, there's a subtle new pressure to bleed for it.
Meanwhile, every aspect of life is about self improvement.
Meditate first thing, then do some HIIT training. Change your habits in 66 days.
Never just BE, you always have to do.
Yet psychologists have long known the subconscious works wonders when you're having down time.
If you want to have great thoughts, try not having any for a while.
What's more, despite what bubbles on Instagram and Twitter may suggest, real people don't live like this.
They may do more yoga and log into Headspace, they may be cutting out more meat.
But they still trudge through jobs they don't love that much (more virtually) and relax on an evening with some telly.
They're busy worrying about fuel bills and making ends meet.
I do wonder, in advertising at least (yes I think we should still call it that), we should try to live less like shaman and more like normal human beings.
Because the very best work immediately connects, no matter how great the creative work is or isn't.
Real life has never had more drama, fear, hope everyday grace and heroism.
So live it, rather than bothering with the latest debate on LinkedIn about the Metaverse.
It's hard to listen while you preach.
So I don't think it's right that a famous agency in London makes a song and dance of going 'on safari' to see muggles in real life.
Just get the bus now and again. Switch your phone off and just soak up real life.
And LIVE real life. Take breaks, do stuff that doesn't matter.
What some telly that you don't have to think too hard about.
Eat a bag of chips.
Just sit and do nothing.
In an industry that insists on DO, take some time to BE.
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