The Creative Act: A Way of Being • Rick Rubin • 2023

7 minute read

Foreword.

Before we get into this, I was super excited to receive this book. From an aesthetic perspective, it looks amazing, but the content is really what I wanted to sink my teeth into. Rick Rubin has been a creative force in the music industry for over 3 decades, and has produced some seminal albums with a variety of artists in spite of his claim of “knowing nothing about music”.

The list of records he has produced is insane, between founding Def Jam Records, and working across all genres with the likes of LL Cool J, AC DC, Red Hot Chili Peppers, Slayer, Tom Petty, System of a Down, Macy Gray, Rage Against the Machine, Beastie Boys, Johnny Cash, Public Enemy, Jay Z, U2, Linkin Park, Kanye West, Aerosmith, Jay Z, Metallica, Run DMC, Neil Diamond, Slipknot, Ed Sheeran, and Adele.

Over 220 albums in 43 years. An average of around 5 albums released per year.

When I found out he was releasing a book on his process, I was more than keen to get my hands on a copy.

Quick synopsis.

"The Creative Act" is a profound exploration of the creative process written from the experience and perspective of iconic producer, Rick Rubin. Rubin delves into the philosophy and practice of creativity, offering insights and techniques that can be applied to any artistic endeavour.

The book covers not only the process but also the emotional aspects of creativity, from happiness to excitement and sometime fear of the unknown.

Core themes.

Embrace imperfection.

“The best art comes from mistakes.”

Rubin encourages embracing imperfections in the creative process, viewing them as opportunities for uniqueness rather than flaws. He believes that the quirks and anomalies are what make art truly special. By accepting and even celebrating these imperfections, creators can produce work that is more authentic and resonant. This perspective helps alleviate the pressure of perfectionism, allowing for more freedom and originality in the creative process.

From my experience, the perception of authenticity plays a huge role in the behaviours of consumers, particularly those who have grown up in subcultures that are naturally skeptical about marketing messaging. By embracing our authentic selves to create a product that is true to ourselves, we stand a far better chance of building trust with our audience and engaging with them as a community as either consumers or peers.

Cultivate curiosity.

“Curiosity is the engine of creativity.”

A key element of creativity, according to Rubin, is maintaining a sense of curiosity. He stresses the importance of always asking questions and being open to new experiences and ideas. Curiosity drives innovation and discovery, pushing artists to explore uncharted territories and experiment with new techniques. This openness can lead to unexpected and groundbreaking work, keeping the creative process dynamic and exciting.

In every day life, and in our work, we can utilise this curiosity in a number of ways, by fostering a (structured) culture of experimentation and iterative improvement, exploring new ideas and diverse perspectives, and engaging in creative problem solving.

Curiosity, in a professional sense, may also uncover an aptitude for new skills and (with the right motivation) to develop them further to a professional level. By their nature, curious people are more likely to embrace change and be more adaptable to changing environments. This makes them more open to learning new methods, tools and processes.

Trust your instincts.

“Your intuition is your most powerful tool as an artist.”

Rubin emphasises the importance of trusting one’s instincts. He suggests that the most powerful creative decisions come from a place of intuition rather than overthinking. Instincts are shaped by a combination of personal experience and subconscious processing, making them a valuable guide in the creative journey. By trusting your gut feelings, you can tap into a deeper level of creativity and produce work that is true to your authentic self and feels more impactful.

Self belief is in many cases a driving factor in increased productivity and efficiency. In sport this manifests itself in the ability to perform under pressure, to improve focus and composure, and be more determined, motivated and resilient in the face of adversity.

Likewise, in business, if we believe in our instincts and the processes in which we’re engaged there is more confidence and speed in decision making, more innovation and less fear of failure, and higher resilience when faced with setbacks or challenges. In a team environment, self-belief not only instills confidence in the group, but they are also more collaborative, more open to sharing ideas, and tend to be more supportive of other team members rather than perceiving them as a threat.

Leaders can use their instincts and self belief to inspire confidence in their teams and foster a more positive and productive work environment.

Stay true to your vision.

“The only wrong way to create is to not create at all.”

Rubin advises artists to stay true to their vision, even when it goes against conventional wisdom. Authenticity and personal expression are paramount in his creative philosophy. He believes that the most compelling art comes from an unwavering commitment to one's unique perspective. This means resisting external pressures and trends, and instead focusing on what genuinely resonates with the creator. Staying true to one's vision ensures that the final product is both original and deeply personal.

For me, there is a lesson here that may not directly apply to business. Sometimes we can’t just buck the trend and go against the grain. At the end of the day we tend to run businesses to produce products or services for our customers and clients, rather than producing art for art’s sake. For obvious reasons, the creative efforts within the company need to be aligned with the strategic objectives of the business, and innovation should serve a clear purpose, whether we are improving products, enhancing customer experiences or increasing efficiency.

Structured processes, such as design thinking or methods compatible with agile philosophies can be used to guide creative efforts.

Embrace the journey.

“The act of creation is its own reward.”

Rubin highlights that the creative journey is as important as the final product. He encourages artists to enjoy the process of creation and learn from every step along the way. Each phase of the creative process offers valuable insights and experiences that contribute to personal and artistic growth. By focusing on the journey rather than fixating on the end result, artists can find joy and fulfilment in their work, making the act of creation its own reward.

When we embrace a creative journey, structured or otherwise, it will improve our ability to think critically and approach problems from different angles and adapt quickly to changing environments. A more creative workplace can also improve team morale by nurturing the intrinsic motivation of our team members and improving job satisfaction, especially when their own personal passions and interests align with the project.

We should always strive to foster an environment that is supportive of proactive mindsets, innovative thinking, diverse skillsets and continuous learning.

Why you should read it.

 "The Creative Act" isn’t just a manual for artists. It acts as a meditation on the nature of creativity itself. Rick Rubin’s unique perspective, drawn from decades of producing groundbreaking music, provides a fresh and inspiring take on how to nurture and sustain creativity in all aspects of life. This book offers invaluable insights for artists, entrepreneurs and creators, and even those who want to engage with every day life in a more creative way.

Importance for product conceptualisation.

Enhancing product conceptualisation.

Understanding and applying the principles from "The Creative Act" is crucial for anyone involved in product development. Rubin’s insights into creativity provide a framework for conceptualizing products that are not only functional but also innovative and deeply resonant with users.

Strategies for effective product conceptualisation.

Embrace experimentation and imperfection. Allow room for trial and error in the product development process. Embracing imperfections can lead to unique and innovative solutions that set the product apart from competitors.

Cultivate a curious mindset. Foster a culture of curiosity within the development team. Encourage asking questions, exploring new ideas, and seeking out diverse perspectives to drive innovation and uncover unmet customer needs.

Trust your instincts. Rely on intuition and gut feelings during the conceptualization phase. Trusting instincts can lead to more authentic and impactful products that resonate with the target audience.

Stay true to the core vision. Maintain a clear focus on the product’s core idea and values throughout the development process. This ensures the final product remains authentic and aligned with its original purpose and goals.

Focus on the creative journey. Emphasise the importance of the creative process itself. Enjoying and valuing each phase of product development can lead to a more thoughtful and well-crafted final product.

Stay authentic.

By applying these principles, product developers can create more authentic and innovative products. Rubin’s approach encourages a genuine and holistic view of creativity, leading to products that truly stand out and make a meaningful impact.

Final thoughts.

Sometimes you can build something up in your head so much that it is a little disappointing when it enters your reality.

This is not the case with "The Creative Act".

It will inspire you to see creativity in a new light. Rick’s (can I call you Rick?) deep understanding of the artistic process and his ability to articulate the intangible aspects of creativity make this mandatory reading for anyone looking to enhance their creative potential. The experience and knowledge he imparts will help you embrace your creative journey with confidence and authenticity.

If you’d like to find out more about how BRAW can help you to inspire your teams you can find out more here.