Making things that won’t last long
When we make work that matters, we tend to want it to live forever.
But what about when ‘forever’ isn’t the point?
A great live event is great firstly because of the experience found in that moment in time. Even if it carries cultural significance into the future, the primary ingredient in a great live event is that it is great, live, at the event.
A great brand is great firstly because of the relationship forged between the brand and those it wishes to serve in that moment in time. Even if we look back on a brand as great in marketing classrooms, the primary ingredient in a great brand is that it can connect with its people in that moment in time.
Some of your meaningful work may be designed to live on for a very long time.
But some of it is better precisely because it won’t last long.
Some of it is better when we allow it to be a celebration of this moment alone.