In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
George LoisRead
In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction.
Interpretation
What this quote means
When everyone is following a trend, it often indicates that innovation lies in pursuing a different path.
George Lois suggests that in creative fields, observing a collective movement towards a specific direction can signal the necessity for change and innovation. Instead of adhering to trends, true creativity flourishes when one dares to explore uncharted areas, as this often leads to unique and original expressions.
Themes
CreativityInnovationTrendsDirectionChange
In practice
Example use cases
In a speech about the importance of originality, this quote illustrates why it's vital to break away from established norms.
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Great advertising, in and of itself, becomes a benefit of the product.
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