“Not everything that can be counted counts, and not everything that counts can be counted.” William Bruce Cameron
I couldn’t buy a camera for about twenty years.
I was a photographer when I was younger. I had done everything from being a photo-journalist in the townships of South Africa as apartheid ended, fashion shoots and portraiture for magazines as well as having to do awful weddings including being mistakenly hired for a right wing wedding and being paid in biltong (A dried meat delicacy). As you can see, it was a pretty mixed bag. But, I had made a living.
Over the years, it was always a scramble to make ends meet. And then, one day, the ends didn’t meet. So, I had to find something else to do. I had to put photography away. It is a strange thing when you make money from being creative. You become professional don’t you. You forget about joy and what it was that made you love your craft in the first place. I had this strange block that taking photographs as a hobby or for fun was a step backwards. Doing something for a living had baked in the idea of measurement and money. I had lost the ability to take a photograph for no reason.
Cut to fifteen years later. I started writing this blog. Just for fun. I enjoyed it. I liked people sending me messages and their stories. I just enjoyed the process. And then, I noticed a change within myself. As it became more successful I started to worry about likes. I started to think about how many blogs were publishing what I was writing. I started to worry about measurement and what other people thought. I started to lose the ability to write for myself.
If creativity and vanity are strange bedfellows, advertising is definitely the bed.
At this point, you may be saying go and see a therapist. An excellent suggestion. However, before I book a standing appointment I will try an make the inkling of a point.
Our business counts creativity. It measures it. I understand why it happens and the purpose of doing it, however, think about the insanity of trying to measure creativity and creatives. To use an idea from an old Saturday Night Live Skit, it’s a bit like saying you are the World Champion at Meditation. You are missing the point.
Compare that kind of mad measuring tape to the joy and honesty of seeing a young teams book and finding the most insane, unexpected idea. An idea they did because it made them laugh or they thought was beautiful.
In my own life, and the advertising business, I have seen what happens when measurement becomes more important than what is being measured. It makes you professional. It makes you efficient. It gives you a clear goal. However, I think it also makes you think about the wrong things. It makes you think of the picture frame rather than the picture. It makes you think of the outcome not the process. This is a very brittle mindset that seldom gives you anything new.
I can’t quantify or prove the following but I believe it to be true. For real creativity to exist there has to be a space for joy. There has to be a space for randomness and the unproven. There has to be a gap for chance and the unknown. There has to be a place for something intuitively just feeling good.
When it comes to real creativity, the messy and inconvenient truth is it often all begins with doing something for no reason.
So, I tried out my theory. After twenty years I got over myself and bought a camera. The picture above is the first picture I took as I was unwrapping the camera. It is of my dog Scooby. It isn’t great but it made me fucking laugh.
And then, I wrote this blog. And for the first time in a while I really didn’t give a shit if anybody read it. I felt like I was being creative again, rather than being involved in some strange vanity project or inane popularity contest.
I guess that is the problem with trying to mix numbers and creativity. For me, it is an unending lesson I keep trying to learn.
How do you measure the value of freedom?
How do you measure the value of doing something for no reason?