Seth Godin defines art as the act of doing something to bring about positive change, and taking the risk that our idea may not work. According to this definition, the word ‘art’ does not just mean painting, singing, writing, acting, and so on; it is something much more universal, something that is capable of making a difference.
The current industrial economy is based on consumption, and relies on the obedience of its ‘cogs’, in other words, its people. The author maintains that our society makes us feel powerless, incapable, weak, talentless, and unworthy of having a voice. In a world that is increasingly threatened by scarcity, the system has forced us to adhere to a model of conformity and convenience. The promise is always the same: the more we sacrifice, the happier we will be, and after all, who doesn’t want to be happy? For years, we have been deluding ourselves and pretending that everything is fine.
The flaws in this process of indoctrination are now starting to become clear, as we begin to recognise the emptiness of the sacrifices we have made, working our bodies and souls ragged in meaningless jobs, and all in the name of a reward that is too late in coming. So, what can we do to feel fulfilled in what we do? The answer is simple: we can choose creativity; we can choose to live a life outside the box.
We are all creative, but only if we want to be. Creativity is not an innate gift bestowed on a lucky few, but a brave choice that we all need to make every day. Creativity is a skill that can be learnt and developed through an innovative process, which dismantles preconceptions and breaks the mould. Although the creative process is different for everyone, it generally relies on the same values: resilience, generosity, trust, growth, and boldness.