Over the past five years, a subtle shift has occurred within the creative industry: joy seems to have evaporated from our projects. Brands are still being built and agencies are producing outstanding work under pressure, but something crucial is missing – creativity's inherent sparkle.

The emphasis on output over process means that the thrill of a great idea, curiosity in unexpected terrains, and satisfaction in crafting beautiful work has been replaced by a more methodical approach. This is not merely about office perks; it’s about the core reasons why we entered this field in the first place – to challenge, explore, and create.

JKR's eighth creative principle is unequivocal: 'Find the Joy.' Joy is essential for generating the best ideas, as it stems from curiosity, play, and passion. It creates a positive environment where assumptions are questioned and bold ideas flourish. The risk of neglecting joy is not just reduced morale but losing the very essence that drew us to this industry.

To reclaim our love for the process, we must consciously choose to protect and prioritize creativity's messy, exploratory parts. This involves matching briefs with people based on their passions rather than just skills, ensuring a diverse range of perspectives contribute to the project. The energy from genuine care is infectious, making the work not only better but more fulfilling.