Fear is the ultimate helicopter parent to your creative mind.

"Better not try that new approach, stick to what's safe."

"Someone else already did it better."

"You're not ready for this kind of project."

"What if everyone hates it?"

Fear is not constructive feedback, both for you and for those who feel the wrath of its feedback loop. It's the polar opposite of creative love.

When love for creativity opens doors, fear locks them behind a deadbolt and throws away the key. Creative love nurtures talent, while fear ensures creative submission. They're not just different approaches, they're opposing forces.

Fear hovers above all.
Love of creativity encourages all to play.

Every brand is a hospitality brand, and all design is experience design. You might not be making people’s beds, but you’re crafting experiences that create a true sense of belonging. When people feel at home, your design ensures they never want to leave.

In the beginning, the 'Skip Intro' button often goes unnoticed. But as binge-watching progresses, the urge to click intensifies. It's not a reflection on the title's artistry but the anticipation of what's next.

In spite of how much you love the main title, playing it repeatedly can dampen your excitement to get back into the story.

When you unbox the latest iPhone, you feel like you're experiencing something special in that moment. Unboxing experiences are powerful examples of amplifying anticipation, and the first time is always the most memorable.

But imagine if you unboxed your phone every time you received a notification, phone call, or text message. Binge tv sessions experience this with every main title. And that's why a simple button can have such a huge impact.

While a visually stunning intro is essential, it's the spark of anticipation that truly combats the 'Skip Intro' Goliath. And the secret weapon? Music.

It's not just about visuals; it's about crafting an auditory experience that grips viewers from the start.

Spend money, time and energy on the music.
There is a reason music players have a repeat button.

The improvisational rule of "Yes, And" is a fine way to generate ideas. Sadly, "No, Less" is rarely given equal attention. It's distillation, not addition, that gives an idea meaning.

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