Turn on the Water Works: Why Emotion Fuels Creative Brilliance

Forward Thinking 2025 is a manifesto that challenges creatives to rethink their approach to art and design. At its core, it's a call to arms for embracing emotion in all aspects of creative work. As Lucy Bourton, editor at It's Nice That, so eloquently puts it, "getting totes emosh about our work" is not just a cliché, but a vital component of producing truly innovative and impactful art.

For far too long, creatives have been conditioned to suppress their emotions in favor of objectivity and detachment. This has led to a culture where artists are forced to create from a place of neutrality, lacking the depth and vulnerability that true creativity demands. However, this approach can result in work that feels sterile, calculated, and ultimately, unfulfilling. By embracing emotion as a driving force behind our creative endeavors, we can tap into a wellspring of inspiration and innovation that's been waiting to be unleashed.

So, what does it mean to "get totes emosh" about your work? It means being willing to be vulnerable, to take risks, and to expose yourself to the possibility of failure. It means allowing yourself to feel deeply invested in the creative process, to care passionately about the message or theme you're trying to convey. And it means being brave enough to share that emotional labor with others, even if it makes you feel exposed or vulnerable.

The benefits of this approach are numerous. When we create from a place of emotion, we're more likely to produce work that's authentic, meaningful, and resonates deeply with our audience. We're also more likely to take risks, push boundaries, and challenge ourselves in ways that lead to growth and innovation. And perhaps most importantly, we're more likely to connect with others on a deeper level, to form meaningful relationships and build communities around shared passions and interests.

One of the most compelling examples of this approach can be seen in the work of creatives who have built their careers on emotional authenticity. Artists like Frida Kahlo, whose paintings are infused with her own experiences of pain, loss, and identity; musicians like Bob Dylan, whose lyrics are guided by his own emotions and observations of the world around him; and writers like Toni Morrison, whose novels are imbued with a deep sense of empathy and understanding.

In order to tap into this creative potential, we need to be willing to get totes emosh about our work. This means being brave enough to feel deeply, to take risks, and to expose ourselves to the possibility of failure. It means creating from a place of vulnerability, rather than trying to control or manipulate every outcome. And it means building communities around shared passions and interests, where we can support and uplift one another in our creative journeys.

So, how do we start this journey? How do we begin to tap into the emotional power that drives creativity? For starters, we need to be willing to explore our own emotions and desires. We need to take time to reflect on what moves us, what inspires us, and what makes us feel alive. And we need to be brave enough to share those feelings with others, even if it feels uncomfortable or vulnerable.

Ultimately, the ability to get totes emosh about our work is a superpower that can transform our creative lives and bring us closer to our audiences. By embracing emotion as a driving force behind our artistic endeavors, we can tap into a deep wellspring of inspiration and innovation that's waiting to be unleashed. So, let's turn on the water works, shall we?

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