The Musings Of An Opinionated Sod [Help Me Grow!]

NOVEMBER?!

Thank fuck because I’ve found this year very, very difficult and November means it’s almost over.

I don’t really know why I have such a problem with 2026 … let’s be honest, I’ve had another year that many people would love to have experienced – not to mention the fact that compared to last year, my health has been in a much better state than it has been for the past few years.

And yet this year has felt a struggle.

Like walking through treacle.
Struggling for oxygen.
A difficulty to ignite energy and enthusiasm for stuff.

Not for everything … but given the one thing I’ve never struggled to have is energy to do stuff that excites me, it’s quite the revelation.

So why is this the case?

Who knows …

I do think the state of the World has a lot to do with it.

As has the almost shameless irresponsibility of the tech companies to destroy the future for all of us.

And then the equally repulsive behaviour of so many leaders in our industry who love acting like business pioneers while acting and behaving like the spoilt, greedy, selfish psychopathic children they are.

And yet despite my incredibly privileged and fortunate position, I am being deeply affected by it.

Not just for my personal situation – which is admittedly far better than most – but also for the millions of talented people who are either being discarded by the industry or are walking into it with high hopes and wide eyes.

Thank god, there are still some good people, companies and clients out there.

Who value quality rather than easy.
Who want to grow through standards rather than shortcuts.
Who care about the people who work for them rather than see them as an annoying cost.

But it feels like there are less of those than ever before … though that could be because the momentum of the industries publicity seems to be focused on the promotion of bullies and loudmouths, which makes me angry as anyone who doesn’t subscribe to their point-of-view ends up feeling there is no place for them and start to questioning if the industry is for them.

I’ve talked to so many of these people this year.

Struggling to work out where they fit in.
Wondering if there is a future they can grasp.
Confused why the standards they’re being asked to work to are so low.

It’s really that bad for so many and while it would be easy to say they’re complaining – the issue is with us, not them.

Which leads to this week’s posts.

I appreciate anyone who has read them may ask “is Rob OK?”

And the reality is I am … but I’m tired.

Tired of the hypocrisy.
Tired of the exploitation.
Tired of the pundits and theory pushers.
Tired of the gaslighting where everyone says nothing is wrong.

This industry used to be full of different voices, backgrounds, experiences and ideas. But now? Well now it feels everyone is adopting the same methodologies and approaches pushed by the same few people.

Worse, the same few people who either have never done the work they are so loud in criticising or have a self-interest in wanting others to adopt their ‘system’.

Earlier this year I spoke at the Berlin Strategy Conference.

At the beginning of my talk, I said how I keep hearing people talk about how we can make the industry better, but no one ever asks what I think is the critical question:

Are we having fun?

Not for superficial bullshit reasons but because if we’re not having fun, why are we doing it and – even more importantly – why do we think we’ll get paid and respected for it.

I appreciate not everything is going to be fun and frolics, but given our job is to use creativity to help society not just know about a brand or product, but to give a shit about it, means if we’re not enjoying making the work, you can be sure-as-fuck people won’t enjoy being exposed to it.

I appreciate systems, processes, formats and rules have an important role to play, but when they end up dictating WHAT we do and HOW we do it, then it’s hardly surprising the work we make isn’t just increasingly the same but is lacking the energy and intrigue that can deeply connect and motivate society at large.

That the value of creativity to inspire, encourage, motivate and engage people has been replaced by the ability to fire-hosing of the public with whatever self-serving, monotone message a company says all you need to know about the rise of consultant-think.

Add to this the fact companies spent over ONE TRILLION DOLLARS on media over the last 12 months and surely someone should be asking just how smart all these supposed smart systems and formats actually are.

Again, not because they don’t have any value, but because they definitely don’t provide all the value they love to claim.

So, here’s to the end of month 10 of 2026 … we’re much closer to [hopefully] ending a year of big egos and small thinking.

On the bright side, it’s the perfect conditions for a truly scary Halloween.