It’s magic when a creator works alone, but when there are two or more, the process becomes mesmerizing.. Maybe because creating together is harder. Or maybe you feel the bond—where two stand, a third appears.
I learned the thrill of co-creation while working in advertising. Our daily tool was group brainstorming. The sharpest memory? When a client needs a killer solution by tomorrow, and we’re out of ideas. Despair, frustration, and anxiety rule.
But then, in that darkness, one sparks a light. Another catches it. A third shields it from the wind of criticism. A fourth breathes life into it. Soon, flames dance on our faces. Somehow, we’ve found the Big Idea again.
It didn’t always happen. Skill meant even average ideas boosted client sales. But when we soared to the skies, that experience was its own reward.
Since then, I chase spontaneous co-creation everywhere: in business therapy with clients, podcast interviews, jiu-jitsu, even casual talks.
I started a folder called “Spontaneity” to collect others’ examples:
A recent find is my favorite. Musician Fulton Lee asked a passerby to sing along, and got so much more. The clip’s vibe was so strong, he and Karen Linette cut a full single together. Isn’t that just wild?
By the way, in this newsletter, the spark of our co-creation flickers too.
Sincerely yours,
-Alexander
About me:
As a business therapist, I help tech founders quickly solve dilemmas at the intersection of business and personality, and boost company value as a result.
How can I help you?
If you've long been trying to understand what is limiting you and/or your business and how to finally give important changes a push, then The Catalyst Session is designed specifically for you. Book it here.