Creativity

We characterise our ideal 'Substacker' in affectionate terms – we call them outsider nerds – they're outsiders insofar as they don't fit comfortably in the dominant media structure for whatever reason – perhaps they feel they can do better work outside of it They're nerds insofar as they're especially knowledgeable or passionate about a particular subject area.

Our core belief is in the immense potential of technology as a force multiplier, particularly when it's rendered accessible and intuitive. From the onset, we have viewed the internet through the lens of software, rather than merely brochureware. We view ourselves as an innovation agency, one that marries the spheres of art and technology.

I urge everyone to channel their inner teenager. Think back to those fearless days brimming with creativity and ambition. As we age, societal rewards for 'playing it safe' can stifle our innovative spirit.

Former CEO of Cisco Systems, led company through internet boom era

On a fundamental level, any experience that nudges your mind to engage from a unique angle is immensely valuable. Art, for instance, demands a different set of appreciation and communication skills. It invites you to respect and marvel at someone whose talents may be starkly distinct from your own.

Author of "The Tipping Point" & Popular Cultural Theorist

There's an entirely different category of knowledge, the utility of which isn't immediately apparent. This category is equally, if not more, crucial, especially for those aspiring to make creative or innovative strides. Hence, it's beneficial to enrich our lives with diverse experiences and knowledge outside of our professional sphere.

Author of "The Tipping Point" & Popular Cultural Theorist

No one chooses their level of creativity. Understanding the neurological underpinnings of our reactions to art doesn't detract from the beauty and awe these creations inspire.

Neuroscientist & primatologist known for stress research and public engagement

Video games are a medium through which we explore the nature and implications of computers. Recalling the early days of computers, large mainframes were used for serious tasks like missile trajectory calculations during the day. At night, enthusiasts would experiment with these machines, conjuring imaginary worlds of cave networks or empires, continuously discovering more engaging problems.

Game designer and NYU professor known for game theory and interactive entertainment

The endurance of games like backgammon or chess lies in their continual presentation of an interesting problem. These strategy and decision-making games are like a well from which we draw insights. As a game designer, I can attest that while creating games, most rule combinations aren't inherently fascinating. Often, a game concept might initially seem uninteresting or static, and despite efforts to invigorate it, it remains lifeless.

Game designer and NYU professor known for game theory and interactive entertainment

I realised that games are a potent medium for crafting artificial experiences, offering an unparalleled avenue for exploration and learning. This realisation cemented my ambition to create games, driven by the belief in their profound capacity to encapsulate and convey experiences.

Founder of Electronic Arts (EA) and 3DO Company

As actors, we are taught to show up ready to explore what might happen without a clear sense of the outcome. In a performance, you live in the unknown—you rehearse extensively, but the live performance can unfold in any number of ways. This requires you to be nimble, flexible, and curious.

Author of "From Scratch" memoir and television producer

I believe it's more fundamental: similar to the 'use it or lose it' principle that applies to muscles, our brains engage in a nightly routine that stimulates thoughts and ideas not typically relied upon during the day. This built-in process keeps our thinking adaptive and nimble, fostering divergent thoughts and offering an evolutionary advantage.

Highly creative individuals tend to habituate more slowly. This slower habituation means that information stays in their minds longer, which can be distracting but also beneficial. The extended presence of information allows different bits of knowledge to collide and interact, leading to new ideas.

Neuroscientist known for research on optimism bias and decision-making

When the first real version of the game came to life on my screen—without any decorations, scoring, or anything, just the playing field and the pieces—I couldn't stop playing. I realized there was something truly magical about the game. But I could never have imagined what it would become; that was one of the biggest surprises.

Creator of Tetris, the iconic video game

At one point, while working on the rotation routine, I was watching a piece rotate on the screen. It was then that the idea struck me—the game could be played in real-time. That was the very first important 'aha' moment for Tetris.

Creator of Tetris, the iconic video game

For me, that's the foundation of songwriting: improvisation. In improvisation on instruments, I feel creation is going a new path with every note, somewhere you haven't been before. You discover things, you're the adventurer in music.

Grammy-nominated music producer and songwriter behind major pop hits

Whenever I write a new song with somebody, it feels like the first time. I sometimes feel embarrassed, humiliated, like I don't know what I'm doing until we find a spark. You have to dare to go to this place where, even though you've done it before, it feels like you don't know what you're looking for until you find it.

Grammy-nominated music producer and songwriter behind major pop hits