Here we are, back from the holidays, and although we might have recharged our batteries, we are still always online, always busy, and continually bombarded by technology and the media. This constant hunt for new things, seeking thrills and attention, whether on a professional or personal level, continues to overwhelm us in an ambiguous, uncertain, elusive, and ever-changing context. This phenomenon, described by Nicholas Carr in 2010, highlights the way we are constantly driven to seek out the next "wow effect", the next hype or buzzword, the latest time filler to keep us happy, at least until the next new thing comes along, but none of it with any deep value.
In this performance society that we move through, it’s easy to see how we choose self-exhibition over self-expression, storytelling over narration, the search for well-being and profile over the search for the meaning of life. We are always competing with others, but also with ourselves, and with the standards of others. Always looking for the next big win.
And while this is going on, our available time is still the same, which brings us to the paradox we all know: so many inputs, so little time. It is the theory set out by Nobel economist Herbert Simon in the late 1960s: the attention economy, where in a world full of information, attention becomes a scarce commodity. We continue to “pay” attention without getting any time back in return.
Nonetheless, this endless search for new things, for performance at all costs; these constant distractions and the lack of time all mean we risk losing sight of what is truly important.
What we really need isn’t the latest in a long line of new things, of wow effects or yet another win, even if all these things seem so desirable.
In all this deafening background noise, what we really need is void (from latin vacuum from which the word vacation), a blank space, a minimum distance to focus on, to make sense of what is really important, what brings us value, and what is worthy of our attention.
In graphic design, a white space is required for the most important feature, such as a logo for example. In graphic design, a white space is not an option or a rule that one can take or leave; it is a definitive limit.
A Change of Perspective
The constant pressure of having to compare ourselves with and even beat others - always shouting louder, chasing victories, winning at all costs - has created a toxic race with no end in sight. But is this all really necessary?
An increasing number of people, above all in the younger generations, have rejected this mindset. They are exhausted, both mentally and emotionally, with having to chase performance standards set by others. It’s not just a generational clash, it is also a divergence when it comes to cultural viewpoints, regardless of age.
I think the recent Paris Olympics shone a light on this cultural shift. On the one hand, the competitive spirit is still alive and kicking, as we can see in the new Nike add, which puts the focus back on winning. This campaign, with its raw, no-filter depiction of the will to win chimes strongly with the brand's heritage. And yet it poses a question: is this stress on untrammelled competition, on winning at all costs, really in line with the values we see as important today?
Willem Dafoe’s original voice-over In the Nike ad obsessively asks: "Am I a bad person?" - the question is persistent, as if the brand itself is wondering about the morality of the message. In the end, Nike’s position is clear: win at all costs.
However, during the Olympic fervour, there were clear voices and signals of a different narrative. Dazed, for example, introduced the concept of "Aura points"— a ranking that assigns points to athletes based not only on their skills, but also on their overall vibe. This change suggests that there is something more to consider as well as performance.
One of the best lessons from the Paris Olympics was many athletes’ demonstration of intelligence and sensitivity - almost countering the aggressive competitiveness promoted by Nike.
Let’s look at the words of tennis player Andrea Vavassori, who, when pressed by a journalist, replied:
“The culture of losing is over; no one appreciates the journey any more. All we do is look at the win or the defeat. Either you win a medal or you’re a failure. Now I’m going to put all myself into getting to Los Angeles and bringing home a medal and if I don’t make it, then I’ll do everything I can to get to the Olympics after that.”
Vavassori’s opinion - shared by many other athletes - sums up the essence of the debate: the importance and the value of commitment, of responsibility, sacrifice, and acceptance, and the wisdom of knowing how to win and how to lose.
From the Olympics, I can take another look back at the work of thinkers like Peter Kropotkin, who in the late 19th century studied how cooperation within a species is essential for evolution, while competition is necessary for survival. So I ask myself one fundamental question: do we want to evolve or are we just trying to survive?
Sense and Direction
As we navigate this complex landscape, it is crucial to think about what really counts, and the meaning we give to the word value. Is it really a question of winning at all costs, or does value really lie in the journey, in our mistakes, and in our growth and the connections we build? Is it really necessary to keep looking for the next new thing or is it more important to design solutions and trajectories that make sense, so that people (inside or outside organizations) can feel “like fish in water”? Senseful.
A senseful trajectory challenges the status quo. It can’t be imitated because it follows its own intrinsic logic; it isn’t a trend. Like a path that does not follow fashion, it doesn’t adapt to preconceived schemes, but rather it follows and constantly maps out its own unique identity, making choices that have a point, and increasing its own charisma. Even at the cost of seeming “weird”. As Seth Godin says in "Purple Cow" (2003):
“Being remarkable means standing out because you are unique and authentic, not because you follow the fads of the moment”
Whether this is a bold unexpected (wow) choice, or the safer, more comfortable, seamless and suitable (right) option, the important thing is for it to make sense along the way, to bring meaning and value to the context, for a specific community of thought.
Sense or direction, just like white space, is necessary: it is a limit that cannot be breached.
A senseful trajectory is as unique and unrepeatable as the journey for any person or brand.
There are at least two paths we can take: either we shout louder and elbow our way to the top at all costs, to come first in an endless, toxic race, or we choose the path of healthy leadership and responsibility, the sensible route, where directions converge and diversify, speaking to the heart and remaining in the memory.
Personally and professionally speaking, I’d rather contribute to bringing back the authentic side of the brands that choose us, than get caught up in the mesh of a society of immediacy. I prefer collaborative evolution, through dialogue, awareness and a constant search for a longer-lasting, more authentic value across the board.
Above all, I’d rather build stories of senseful change intentionally, helping people and brands to become self-aware in their changes, working with them to help them evolve rather than just survive.
Like a river that is always changing is still a river, it is important to find a genuine sense or direction, strong enough to appeal, to be a driving force. What is needed is charisma, an aura, to build on by making the right choices, whether these are wow or right ideas. The important thing is finding that unique, personal direction.
