We came across this in a book by Rick Rubin, record executive and producer. Now more of a creatively conscious “guru”, he’s basically a Legend (capital L). A rock star that has created rock stars. The book - The Creative Act - is about the creative “process” - more alchemy and magic than A to B. Anyone with any creative “intuition” knows this to be on point. For us, what resonated about this particular line is its (likely) more mundane application to the work we do as brand creators, communicators and idea originators.

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It sits well with how we, at Golden, see the world both in terms of our thinking and our doing. Meaning that great work only and ever comes from harnessing the potential in powerful product truths - ones that provide opportunity to then be crafted into new and original expressions of creativity and design.

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We present this point of view to our Clients through the concept of what we call Golden Thinking. More emphasis that innovation, its about applying human rigour to insight that unlocks an untapped brand or product truth. It doesn’t need to be a superlative. Simply something that is grounded in a genuine need that is valuable and useful. The truth you have discovered can then take on “beauty” in its contribution to our collective lives. And as Mr Ruben pointed out - in probably every context - truth makes what you say or do authentic. It’s real. And without this quality, brands risk presenting themselves as a bit meh or me too. Thin thinking and execution that leads to a whole other world of hurt. Let’s not go there.

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Anyway, thanks Mr Rubin. Your book spoke powerfully to us and how we do what we do.

You’re proper Golden.  

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