We need permanent rebellion
Creativity is defined by making something new. To do so, it relies on challenging what exists: norms, averages and the status quo. But none of us would want to be accused of simply perpetuating those norms, would we? How would we make work that stands out, connects and influences if we did? So does this mean creativity depends on being in a state of constant rebellion? And what does this mean for our work, for brands and for audiences?