The Creative Industries Archives – Creative Thinking Hub

Marketing is dead: Long live Creative Growth

Jim Connolly July 25, 2026

creative growth, marketing, AI, sheeple, branding, creative thinking

I’m a creative. And I’ve worked in marketing for decades.

Here’s the thing: what always worked is no longer effective. Marketing as we knew it has not been fit for purpose for the past couple of years.

Now, marketing is dead.

In a recent article, I wrote about why traditional marketing and branding simply does not work.

TL;DR: I explained how artists, creatives, developers and business owners have entered an age, where they’re almost unable to get seen or noticed. Why? Because they’re following the masses, using yesterday’s marketing, which today is just a homogenized, prescriptive, iterative, ineffective, invisible mess.

Everyone is trying to stand out. By doing the same thing!

How?

They’re all using AI for advice and content.

They’re using the same kind of hacks to try and beat algorithms.

They’re optimizing their content so it’s AI friendly.

They’re destroying their marketing copy by writing for algorithms, instead of for people.

They’re following the same tactics that all the top podcasters and YouTubers are preaching. Cancelling each other out.

They’re taking the heart, soul and humanity out of their work and out of how they market it: the very things that make them unique. All in an effort to be seen and heard.

Creative Growth

I’ve been known for creative marketing over the past 30-years. That word ‘marketing’ now means something different. It’s shorthand for the prescriptive bullshit mentioned above.

From here forward, Creative Growth is what’s needed and it explains itself clearly.

It’s using creative ideas to grow visibility, awareness, income, revenue, recognition, careers, success and opportunities.

It’s what today’s artists, musicians, change-makers, developers and business owners need.

Overcome creative burnout: Here’s the only advice you need

Jim Connolly March 17, 2026

avoid creative burnout, creative burnout, creative thinking, expert, Jim Connolly

Photo by @felirbe

I have some unusual advice for you, regarding creative burnout.

Dealing with burnout is something I get asked about at least once a week. However, I was sparked to share my only piece of burnout advice with you, after a video I saw on the subject from an artist YouTuber.

The video offered X number of ways to overcome creative burnout. It was generic advice. No sources were given. There was no mention that if we feel burnt out, we should speak with our doctor. No mention that it could be a sign that we have a thyroid problem, a vitamin deficiency or even that it could mean we’re suffering from depression.

My only piece of creative burnout advice

Burnout is an occupational phenomenon, often known as work-related stress. It’s not a creative-specific thing. Creative thinking experts may have experienced it. But so have bus drivers, attorneys, clowns, chefs and those in every other occupation. Don’t ask any of us for this type of advice. We’re as unqualified as everyone else, when it comes to diagnosing or treating burnout.

Photo: Tima Miroshnichenko

Instead, follow a safe, treatment pathway

Speak with your doctor. They can provide you with the appropriate tests and if necessary, medication.
Depending on the results after your consultation with the doctor, you may then be advised to meet with a psychologist, psychotherapist or psychiatrist.

The immediacy of answers from YouTube, free of charge, makes YouTube (or high-ranking websites) an attractive option for us when we want advice.

But we need to remember that regardless of how many likes, subscribers or views someone has, unless they’re qualified, experienced, medical professionals, we should never take medical advice from them.

Stop buying crap: You’re already creative

Jim Connolly February 24, 2026

creative industry, creative thinking experts,

Photo: Matthieu Comoy

There’s a creative thinking industry out there, dedicated to selling you junk you absolutely do not need. Yes, anyone can learn to think more creatively. But there are only eleven, core techniques that are proven to work.

Each of these techniques can be explained… in minutes.

I list and explain all eleven, proven, creative thinking techniques here.

Every so-called creative thinking expert out there is selling you a version of one or more of what’s on the above list..

Why then, is there a billion dollar creative thinking industry, when there are so few effective, creative thinking techniques?

Simple.

The creative industry’s business model works,
because their products fail.

Here’s what happens.

Someone publishes a book, develops a training program or whatever, about one or more of the above techniques.
They make it feel like their own work or insights, by rebranding the insights and giving book or program an eye-catching name.
The author simply repackages one or more proven techniques, so it sounds different. As the techniques can be explained in minutes, they pad their product out with interesting anecdotes. These entertaining stories are often 90% or more of the content!
Their product is then marketed as the answer you’re looking for. They know you’re looking, because everything else promising you a great creativity breakthrough failed.
Naturally, their product also fails you.
Their failure makes you feel like you’re missing something.
So… you buy the next product.
Start again from the top.

If you want something interesting to entertain you and provide some new buzzwords, you’ll almost certainly find it. Just be aware that unless you don’t already know the BASICS of creative thinking, you’re paying for entertainment.

The solution starts here.

Study the masters, instead!

If you want to increase and improve the quality and volume of your creative output, study the masters, not the methods.

For example, study Walter Isaacson’s biography of Steve Jobs, written after days and days of speaking directly to Jobs and Jobs’ family and close friends. Not a video or article from a content provider with ‘The secrets of Steve Jobs’ success’.

Study Andy Warhol’s body of work and read his well-documented approach to creating, not some podcaster’s take on how to create like Warhol.

Study the masters. Learn the dozen or so basics of creative thinking. Then allow your wonderous mind to percolate on it, combined with your very own lived experience.

That’s creative thinking gold dust, right there.

Misfits: The people who make a difference

Jim Connolly February 16, 2026

creative thinking expert, misfits, outsiders, jim connolly

Over the past few weeks, I have been thinking a lot about misfits. I think of misfits as people who do things their own way. People who stand out from the crowd. People who tread their own path through life.

It started with some research I was doing. I was looking at common factors behind the people who achieve great success in their chosen field.

And in 100% of the cases I studied, they were misfits. From Shakespeare, Dieter Rams and Steve Jobs, to Grandmaster Flash, Richard Feynman, Picasso and Robin Williams.

This is true, regardless of whether the person is a musician, politician, activist, industrialist, designer, writer, actor, or whatever.

The only exception I could find were sports stars, where genetics played a huge part. But even then, the very top achievers in sport are often misfits; people who demonstrated a rare level of commitment, focus, grit and determination.

The creative adult

There’s a wonderful old saying that goes like this: The creative adult, is the child who survived.

I love the idea of the child who survived. The kid who grew-up, whilst still hanging onto their child-like imagination and curiosity. Schools tend to try and make kids conform to a measurable norm. Teachers and fellow students make life tough for kids who are different. So, kids soon learn to fit in. This robs many children of their chance to be their unique-self… the misfit they were born to be.

Just as the creative adult, is the child who survived, I think the same is true of misfit adults.

Embrace your inner misfit

You were born unique. Plus, your life experience was, and remains, unique. That uniqueness is still within you. Yes, it may take time, but you can reconnect with it.

How?

A great place to start is to observe the freedom with which your kids, siblings or grand-kids behave. Look at how they create. Observe how curious they are and how much fun they have. There’s so much we can learn from them.

In the age of AI, those of us who choose the less-travelled path of originality, have a fantastic opportunity. It’s an opportunity to stand out and make a difference, simply by being ourselves. By being the unique misfit we truly are.

Increasing numbers of people are choosing to hand over as much of their work and their thinking as possible, to AI. And AI is becoming increasingly capable of doing more for them.

In every area of creativity, there has never been a better time to be a misfit. It’s increasingly rare. And increasingly valuable.

PS: Here are 15 ways creative misfits stand out.

Photo by Bob Jenkin

Use creative thinking to sell more art

Jim Connolly February 2, 2026

You’re an artist. That’s great. I love artists. I work with artists. Here’s the thing: please don’t become, or remain, a starving artist.

There are a number of steps to becoming commercially successful artist. Today, I’m focusing on just one of them. It’s all about you: the story behind you the artist. And all it takes is a little creative thinking.

Let’s go!

There is something most popular artists have in common. No, it’s not that they’re outstandingly gifted. Many, like Banksy, are more copyists than artists.

The common link is the story the artist has crafted about themselves. It’s a story that art buyers find compelling, connect with and buy.

The thoughts and feelings associated with the artist, shape the art buyers perception of the art. It provides the lens, through which they see and value the art.

These stories are crafted from a kludge of things. Such as the way the artist looks, their fashion choices, their outrageous stunts, their polarising views on almost anything, their anti/pro (whatever) stances, their love of animals, their outspokenness, their edgy personality, etc.

Anything that makes them seem like a more interesting, unusual person, makes their art more compelling to a subset of art buyers attracted to the story.

Take Banksy

The artwork below isn’t from Banksy also known as Robin Gunningham. No. It’s from the French artist, Blek le Rat: real name Xavier Prou. Unlike Banksy, Blek le Rat didn’t craft a compelling story. He just put his work out there as people passing by watched him. Around 15 years later, Banksy copied the style, added a compelling story and took it to the bank (pardon the pun).

Commons Attribution 2.0 Generic license. https://en.wikipedia.org/wiki/Blek_le_Rat#/media/File:Blek_Le_Rat.jpg

There are countless other examples, where the artist’s story was 80 or 90 percent responsible for the artist’s fame and fortune. We see this widespread today, with so-called artist influencers. They will do or say almost anything, to build their story, grab attention and grow huge followings. And sell a ton of art along the way!

Enough about other artists.

Let’s focus on you.

The story of you… the artist!

If you want to sell more of your work, to people who will become collectors of your art, give them a story about you.

Not a story about you. You’re doing that already, whether intentionally or not.

I’m referring to a story about you the artist.

Get creative. Craft elements of your life/work into your very own, uniquely you, story. Use your creativity to show the world the artist behind your work. It will change how they feel about you, and your work. And feelings motivate people to buy, far more than logic. This is especially the case, when it comes to art.

Uncreative branding: How to avoid it!

Jim Connolly January 22, 2026

creative thinking, branding, uncreative, commodity

Friends. Here’s how to avoid being yet another victim of toxic branding advice.

If you’re following advice that’s from a video with hundreds of thousands of views, or following the advice from a book that’s read by hundreds of thousands of people, you’ll simply be copying the same branding strategy as millions of others.

Think about it.

When you feed your mind with identical advice to the masses, you’ll fade into an ocean of beige.
You’ll have an instantly forgettable brand.
And you’ll have just turned your art, your work/products and your business into a commodity. Ouch!

The reason there’s an entire branding industry, is because this type of mass-market crap doesn’t work. People watch the video, read the book, attend/buy the course… only because the last one failed. The next one will fail, too. And the next. Repeat.

The branding industry works for so-called branding experts, because their advice doesn’t work. If it worked, everyone who followed the advice from all those best-seller books, or watched those videos, would have a kick-ass brand. They wouldn’t need more branding books, videos or courses.

Successful branding isn’t a DIY project

To craft your unique brand, get advice that’s specific to you, your art, your work/products, your goals and your personality.

Anything less is not just ineffective, it’s toxic.

P.S. You’ll find this really useful. Stop buying crap: You’re already creative.

Uncreatives: Tech YouTube creators

Jim Connolly January 16, 2026

jim connolly, youtube creators, creative thinking experts

I recently watched some YouTube tech reviews. I was in the market for a new, high-end tablet device and wanted to make an informed choice. As someone with a keen interest in tech, I knew exactly what to expect from tech reviews by YouTube content creators.

I knew that most reviewers would evaluate tablet devices as if their viewers requirements were just like YouTube content creators. That’s to say, people deeply interested in video shooting, editing and conversion, who love lots of benchmarks, and speed-test data for video production apps. (Plus a little on gaming and Netflix performance).

Of course, most of their viewers don’t make YouTube videos every day. So, how did this happen?

Here’s my theory!

An early, viral YouTube review included lots of benchmarks, showing how the device handled the creator’s workflow, which was mostly video production. Other creators copied the format. Today, that’s the standard template.

Why are they using templates? They’re under extreme pressure. They’re getting new devices to review all the time, which they need to spend hours learning about. Then they have a limited amount of time for the development work and production of the video. The sooner they publish their review, the less competition they will be up against.

Extreme pressure?

Oh yes!

As I have said before, YouTubers who work without a production team, work both long hours and extremely hard. They’re feeding Google’s YouTube algorithm, which is relentless if you want to get the subscribers and views you need, in order to make a significant income.

I know a few YouTubers, including one with almost half a million subscribers. Today, she makes a very good living and has a team working with her. Yet she’s still working hard to build her subscriber-base and feed the insatiable algorithm.

However, there’s no need for tech YouTubers to produce such similarly formatted videos. They could build their own template. A template that’s more aligned with what a typical viewer is looking for, before they make a purchasing decision.

Surely, there is an opportunity out there, right now, for a creative thinking, tech savvy YouTuber to own a massive slice of the market?

Could it be you?

After all, in the age of anti creativity we need more, unique material out there to combat the AI slop problem.

Photo by ilgmyzin

Don’t work for assholes

Jim Connolly January 6, 2026

artists, creative industries, creative thinking, jim connolly

This site is focused primarily on helping artists and the creative industries. And in all those instances, you need to think long and hard before accepting commissions or projects.

Why?

Some clients are assholes to work with

They’ll do things like pay you late and use that as a control mechanism over you. Others are dull people and have a dull commission or project. You might get paid, but you’ll hate every moment of it. And you’ll never create your best work for assholes.

Your name, or brand, connected to subpar, uncreative work will lose you future opportunities and damage your reputation.

Some clients are wonderful

They’ll give you creative freedom, to do your very best work. They’ll remember they hired you because you’re the creative soul they need. They will pay you fairly, treat you well and you’ll be inspired to produce exceptional art.

Your name, or brand, connected with outstanding work will win you your next client, and the next, and the next… so long as you avoid working for assholes.

da Vinci learned the hard way

Apparently, Leonardo da Vinci said, ‘The Medici created and destroyed me’. They sponsored him, but for whatever reason, he also thought they destroyed him. That’s what working for assholes does.

Yes, if you’re 90-days away from defaulting on your bills, of course you should accept the commission or project, regardless.

My point is to learn how to identify the assholes and avoid them. Because if you work for a consecutive number of wonderful clients, you’ll never have to work for assholes again.

There will be a body of your best work out there, made with creative freedom.
Your best work will motivate your clients to tell everyone about you and your work.
That’s the type of word-of-mouth recommendation that opens doors for you.
It also hands you opportunities, which set your trajectory north, fast!

I learned all this the hard way, so you don’t need to. If you know anyone who might find this advice useful, be a friend. Share it with them.

Photo by Goh Rhy Yan

15 Attributes of creative misfits

Jim Connolly January 4, 2026

The greatest creative thinkers and artists have all been misfits. Here are 15 ways they differ from the less creative masses.

The misfit risks rejection. The masses fear exclusion.
The misfit values truth over harmony. The masses value harmony over truth.
The misfit is prepared to stand alone. The masses measure safety in numbers.
The misfit builds from first principles. The masses build from precedent.
The misfit creates culture. The masses consume it.
The misfit is brave enough to rock the boat. The masses avoid making waves.
The misfit creates their own path. The masses follow the pack.
The misfit seeks out opportunities. The masses look for guarantees.
The misfit uses their creative instinct. The masses pick up the handbook.
The misfit does what’s required. The masses do what’s comfortable.
The misfit experiments and actions. The masses wait for permission.
The misfit tolerates uncertainty. The masses cling to certainty.
The misfit acts before they feel ready. The masses wait until it feels safe.
The misfit builds momentum. The masses build consensus.
The misfit learns from failure. The masses avoid it.

You’re unique. And your uniqueness is one of your greatest attributes. So, be yourself. Soon you’ll stand out… which is how you become outstanding.

Creative thinkers: Lazy competitors are handing you their market share

Jim Connolly December 16, 2025

creative work, creative marketing, creative thinking expert. jim connolly

I have an amazing opportunity to share with you. The time is perfect to use your unbridled, gloves-off creative thinking chops, to eat the lunch of your AI-obsessed, lazy bastard rivals.

It’s so easy. It really is.

I use the example of the marketing industry here, but the same idea can be used across dozens of industries.

I’ve spent decades working as a creative thinker with artists and brands. Even at the start, there wasn’t much creativity required. Thats to say, you didn’t need to be a creative person whatsoever, to make a reasonable living as a marketing provider.

Why so little creativity?

It was mostly about matching techniques and ideas that were already proven, to your client’s campaign. You needed to learn the basics. Things like what type of: copy, promotion, promises, language, hooks, packaging, timing and design etc., worked best with what type of product.

You then simply matched it up with the campaign’s targets. Boom!

Today, you have even less need to be creative.

Your creative thinking opportunity

Back at the very beginning of my marketing career, I took a 180-degree different approach. I relied exclusively on my creative thinking expertise to market my own business. This had an almost instant, powerful impact in the marketplace. My way of working was far more effective and radically different. I spill the beans on my creative approach to marketing here.

But TODAY, there are even fewer highly creative thinkers in the marketing industry. Going solo with your own, unique blend of creative marketing, you can own whatever corner of the marketing industry you want to.

A single, creative thinking expert can now compete against the agencies. That’s because in many, perhaps most cases, the marketing agencies are offloading much of their creativity function to AI. And AI is shit when it comes to creative output.

It’s not just marketing providers who have handed-over their creative thinking to AI. It’s everywhere:

artists
retailers
hospitality
financial services
real estate
music
sports
medical
publishing
entertainment
motor
design
construction
… and dozens more

And with each passing week, they’re looking and sounding increasingly like facsimiles of one another.

Whatever industry you’re in, your creative thinking is your greatest commercial asset. It always has been. But not like it is today, and for the foreseeable future.

So use it!

It’s never been easier to get noticed, and it’s only going to get easier, as more and more competitors outsource their creative thinking to AI. And leave a lucrative market wide open for you.

Photo by Jon Tyson on Unsplash