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what’s the point?


Urgent. Subtle. Concise. Robust. Four words Lucian Freud wrote on the paint daubed wall of his studio. As artistic manifestos go, it’s pretty to the point. Like all the best criteria are.

As Steve Martin caustically noted in ‘Planes Trains and Automobiles’ “And by the way, you know, when you’re telling these little stories? Here’s a good idea – have a POINT. It makes it SO much more interesting for the listener!”.

Having a point is good in a brief, in a creative solution, in our day-to-day lives in ‘the creative industries’.

It’s sometimes easy to lose the point in the blizzard of emails, presentations and projects. I took myself off to the national Gallery in London yesterday lunchtime, following my feet. I took ten minutes out of my day to look at the painting opposite. It’s by Alesso Baldovinetti. It’s over 500 years old. The paint is still fresh.

It reminded me of what I think the point is – taking a moment out from all the noise to simply look, and appreciate. And the point of great work – to be single minded, and done to the very limits of ones skill. Because then, somewhere down the line, your point might help someone else find his or hers.



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