"Comfort and creativity aren't necessarily great bedfellows. There has to be a degree of discomfort to create anything interesting, to do work that's going to cut through."

Max Ottignon, co-founder of Ragged Edge branding agency, discusses the journey of building a purpose-driven creative business. He shares insights on the importance of language in branding, the value of discomfort in creativity, and the evolution of Ragged Edge's positioning. Max emphasizes the need for conviction in ideas while maintaining collaborative relationships with clients. He also touches on the challenges and rewards of staying true to a vision in a rapidly changing industry.

Key Takeaways:

• Embracing discomfort is crucial for creating innovative and impactful work in branding.
• Verbal identity is as important as visual identity in building strong brands.
• Having a clear positioning helps attract like-minded clients and leads to better work.
• The creative process often involves balancing conviction in ideas with collaboration.
• Awards can be a useful benchmark for work quality but aren't necessarily crucial for business success.
• AI tools are becoming increasingly important in the creative process, but human expertise remains vital.
• Building a successful branding agency takes time and involves continuous evolution and self-reflection.
• Focusing on creating meaningful change for clients can lead to more fulfilling and impactful work.

Mindful Creative: How to understand and deal with the highs and lows of creative life, career and business

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