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  • I think the most difficult part of creating something is keeping it from following familiar pathways.

    The ideas we consume as a global society are so big now and the internet and TV, and streets are huge and full of them bombarding us all the time, so while the familiar and expected things can work and do work, to repeat them in different ways and call that new, might or might not be true and valid, but it isn’t really creative.

    I have a saying I use it to describe the problems I face when I’m trying to envision the full picture of what I want to create without it becoming too coloured or contaminated by what I already know and experience.

    “When you’re in the middle of the strawberry, everything is red.”

    I’m not entirely sure whether I came up with that saying myself or if I heard it somewhere. Which sort of sums up the issue of what’s fresh and original or being able to properly recognise it when you make something.

    Somehow you’ve got to take yourself into unknown territory. Be curious enough to not mind if you fail. Be brave enough to make discoveries by risking making none at all.

    It’s a freedom that is hard to grasp, that freedom to try and fail. The primal impulse is to avoid failure. But if you stay inside the strawberry then everything is red, and there are other fruitful experiences to be had.
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