How long will it take you to design that logo?
How long will it take you to write that article?
How long will it take you to paint that picture?
The truth is that you just can't put a time on that.
You can't put a time on creativity.
Creativity takes time.
Just like great work takes time.
A lot of time.
And it happens when you sleep.
When you go for a walk.
When you're on the subway.
When you gaze at the stars...
Great work is a constant process.
Just like creativity is a constant process.
It happens 24/7.
365 days a year.
It's a process that can't be measured.
Great work can't be measured.
Just like creativity can't be measured.
Great work and creativity takes days, weeks, month or maybe even years.
And only a fraction of that time is spent on the actual creation.
On the other hand mediocre work can be measured.
Mediocre work is what happens when you have to focus all of your time on the actual creation part and nothing else.
Mediocre work is what happens when you're told what to do and until when to do it.
Mediocre work is what happens when you take away all the air that creativity needs to breathe.
Which is basically almost all the work you do when you're at work...
That's why work isn't really a great place for most people to create great work.
Or to be creative.
Which is ok by the way.
Because most companies didn't really hire you to be creative.
They hired you to get the job done.
But the problem is that they expect great work from you.
But great work doesn't really happen in an environment where there's no air for creativity to breathe.
And creativity is the most essential thing you need to be able to create great work.
Creativity and great work just don't happen in a place where you're constantly being told what to do and until when to do it.
So how long did it take me to write this right here?
More than 32 years.
And it's still far away from great...
[Related: I stopped giving a shit a long time ago]