Confusion 3. Experience
To confuse ourselves, we have Explanations, Expectations, and now my experience suggests that the next thing should also start with the letter “E.” What could that be?
Experience.
The more experience you have, the more comfortable you are with getting lost in it.
Experience can be seen as something you accumulate. It's like a car trunk that you look into from time to time and choose which experience to use today. And if we consider that we like to add up not only our own experience, but also the experience of others, it's not hard to guess that this trunk will fill up quickly.
It's easy to get confused in this now, and you can become confident that you've collected enough. So 20 years of experience in advertising on a CV doesn't mean you're good at what you do, it could just as easily mean you're doing the same thing you did 20 years ago.
When I came to work at the Banda creative agency, I was immediately assigned to a big project. Banda was going to win the Eurovision 2017 branding tender.
And when we started doing reviews, our design choices were based on experience. We had seen every Eurovision before, and every year the logos featured 3D shapes, glowing effects, and overall complexity.
Naturally, our concepts looked the same. We were just choosing between symbols because experience told us that previous winners had such designs.
But at some point, our Creative Director Pasha Vrzheshch noticed that we were doing it in the style of previous Eurovision. Why not make a design that we like and show the world that Ukraine has a good level of design?
That's when we came up with this:
It was noticed at festivals, it attracted attention.
But most importantly, others took this experience into their trunk)
It showed me that experience can be viewed differently.
Experience is what you get now.
It’s an infinite source of something new. Even when you do the same job for the 100th time, it's something new every time, and you have a choice about what kind of experience you get from this novelty.
