The pandemic hit us hard, stalling creativity and pushing everyone into a transactional rut. Quick gains replaced genuine innovation. I shifted my business approach from chasing numbers to fostering true creativity. More on that later.

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The Problem: Short-Term Thinking

We’ve embraced a survival mindset, obsessed with quick cash and instant results. This short-term thinking strangles innovation and turns creation into a numbers game. True innovation thrives on creativity, not metrics. It’s about exploring, expanding, and embracing chaos. Creativity isn’t linear.

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Stuck in a Rut

The belief that survival is all that matters now is misguided. Times are tough, but focusing only on the short term traps you in a despised business model. When I embraced a long-term vision, clients came naturally. We crave innovation, fun, and creativity—especially the brands you want to sign.

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Brands Crave Boldness

Brands need visionaries who look beyond immediate payoffs. If we shift from a transactional approach to one rooted in genuine creativity, our clients will follow. It’s our responsibility to break free from this short-sighted mindset.

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Why Should You Care?

Shifting from a transactional mindset to a creative one brings immense benefits: renewed joy, impactful projects, and bold, innovative visions. A long-term approach often leads to short-term gains faster than you think.

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The Trap of Transactional Thinking

• Fear of the Future
  Fear of an uncertain future drives many into a transactional mindset.
  

• Obsession with Metrics
  Focusing too much on metrics stifles creativity.
  

• Following Trends
  Mimicking trends rather than setting them leads to uninspired work.
  

• Compromising Authenticity
  Prioritising quick gains over genuine work leads to shallow creations.
  

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How to Get Out of Transactional Thinking:

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1. Have a Fucking Opinion

Tell clients what they should focus on. Don't just follow their lead. Lead! Be patient and assertive.

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2. Make Them Think Bigger

Disrupt their short-term thinking and help them realign with their bigger vision. Lead and they will happily follow.

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3. Fucking Share Your Experience

Openly share your knowledge and learn from others. You need a support network otherwise you will end up on that transactional mindset again.

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4. Have Patience

It takes time. Yet once you commit to a long term vision you will make quick gains again. Trust the process.

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Embrace the Long-Term Perspective

Never compromise your innovation, your creativity for short-term gains. Once you shift to a transactional model, it’s hard to go back to true innovation. Creativity is the super-power business people need. That's why they come. If you loose that you are a commodity.

It’s up to us, the creatives, to lead the way and get clients out of that short term transactional thinking. Let’s help them feel the joy again and free them from the transactional mindset.

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