Category: Unformula

Industry-level essays challenging conventional creative wisdom and formulaic thinking.

The Storyteller’s Instinct: Where the Techniques Fail

At the agency, a task force was formed to explore AI filmmaking. They approached me to give them a crash course on storytelling. My first reaction was to laugh. But then it struck me — saying no would be a disservice. So I...

Unformula

Beyond the Branding Playbook

Look around you. Which set of people fall in your "Like" bucket, which in your "Hate" bucket, and which in your "Ignore" bucket? They may not realize it, but ever since they became self-aware, they have been branding themselves....

Unformula

Going Blind, by Choice

When we built a boat, we lost the knowledge to swim When we built a vehicle, we lost the stamina to walk When we built a smartphone, we lost the knack to memorise When we built an AI, we lost the ability to think. Now, don't get...