On Creating the Conditions for Magic

The Beauty of Not Knowing | Bonfire with Soul Principle #5

In a world where creative templates and off-the-shelf solutions abound at a fraction of the cost, why would anyone invest more time and energy in pursuing the full potential the creative process allows for a company?

The answer lies somewhere in this quote from Duke Stump. 

And the clients that understand best what we do and love working with us? It’s because they know through our process, we’re looking to uncover that little bit of magic. 

When they come to us, they understand the potential that exists when you come in not knowing what the answer will be.

And so it is no surprise that this powerful quote from Duke comes from within a principle he calls “The Beauty of Not Knowing.”

At Corling, we not only believe beauty can be found in not knowing the answer before we start, but we thrive on the potential that kind of canvas creates. 

In describing one seminal moment during his time at Nike, Duke goes on to share what he learned from one of his creative directors that helped shape this idea around creating the conditions for magic to happen:

“He said a great brief should create guardrails, but also encourage a powerful sense of not knowing what to expect on the other side. It should be like a birthday present when initial designs are revealed. There should be a sense of pent-up excitement and hope. The reveal should elicit the feeling of wonder and awe….My job as the creator of the brief is to create clarity around the insight, the feeling we are trying to spark, and the mindset for those we are trying to serve.”

This is why our clients come to us. This is the work that brings us and our team alive.

We see our role not as dictators of design, but as architects of possibility. 

Crafting the guardrails for exploration, sparking curiosity, and setting the stage for magic to unfold.

So as we reflected on how best to create the conditions for even more magic–for our team and for our clients–we were inspired to pause and add a bit more cushioning to our bigger deliverables.

What if, rather than rushing through the checklist, each task became a chance to slow down, invite curiosity, and ultimately see many more opportunities for our clients?

As Duke goes on to say in this same principle:

“I need to always be attentive to the fact that there's not just one door. There are all these other doors that are just waiting to be seen and opened. What I mean by that, is when we get linear and focus on one path, I think we lose sight of additional opportunity.”

We love not having all the answers.

We aim to help our clients see there’s not just one door to rush through.

And at Corling, we can't wait to show you what happens when you trust us to create the conditions for magic to happen.