In the midst of rapid change—AI tools emerging, work cultures shifting, attention spans shortening—creativity faces real pressure.
Aaron Starkman, global chief creative officer of the independent agency Rethink, offers a candid reminder: “the work is going to get shitty” if we only chase the shiny new thing. The real edge lies in navigating the anxiety, the uncertainty, and the tech‑tools with human intent.
Anxiety isn’t a bug—it’s a signal
Starkman’s journey includes open admissions of personal anxiety and how processing it became part of his leadership. Rather than hiding discomfort, he sees the mess of emotion and complexity as fertile ground for authentic ideas.
When creatives allow space for uncertainty, originality emerges.
AI as tool, not takeover
On the AI front, Starkman says machines can aggregate, speed‑up and assist—but they don’t yet make ‘the leap’ from observation to insight. In other words: tools matter, but the conditions for human creativity—empathy, risk, surprise—still matter more. He cautions against over‑hyping tech and neglecting process.
Independent creative culture wins
Working in an independent agency has given Starkman freedom to prioritise craft over bureaucracy; to nurture teams that feel safe—even when things get messy. He emphasises clear values, peer review, and a structure that supports the “good work” rather than just the safe work.
What this means for creators and businesses
For any content creator, business using media, or team scaling work: allow the chaos. Embrace your anxiety as signal.
Use AI to speed what’s repeatable, but double down on what only humans bring. Build processes that value risk, surprise and humanity over perfection.
