Roberto Fara, Chief Creative Officer at Ogilvy Spain, explores a paradox of the creative process, arguing that embracing boredom might just be the key to unlocking the next wave of groundbreaking ideas.
In the creative industry, we are constantly searching for the formula of inspiration—any trace of rationality or technique that might help us control one of the most organic and chaotic processes that exist. We stare at a spot on the ceiling, where countless others have tried and failed. We search within books, movies, and works of art, though nowadays, many dive deep into the digital world—whether it’s Pinterest, Behance, Google Images, or lately, ChatGPT. A friend once told me that if you spend more than 20 minutes searching for something, you’re better off creating it yourself.
I’ve always found it interesting that we believe the best time to generate ideas is when our minds are active and stimulated. I’d argue it’s quite the opposite. At least for me, when my mind is overstimulated, it neither needs nor feels any interest in creating. I have never had a great idea in the middle of a party, lost in the rhythm of dancing or immersed in music and conversation. I’ve tried generating ideas while exercising, traveling, at the movies… even in the shower. Nothing.
But I do remember that as a child, I didn’t have many of the things I have today. I spent long hours looking for something to do—finishing schoolwork quickly and watching the day stretch endlessly before me. In those moments of empty time, some of the best ideas I’ve ever had were born. I would imagine myself as Leonardo da Vinci, inventing or sketching things. If I didn’t have a game or a toy, I would make one. If there was nothing to do at home, I would go outside in search of a friend, and together, we’d dive into the adventures of the neighborhood—no plan, no destination, just the goal of escaping boredom.
These days, in a world of high-impact overstimulation, where we don’t allow ourselves—or aren’t allowed—to get bored, where every tool is designed to instantly solve any need or moment of boredom, I wouldn’t be surprised if we are flooding our brains with so much dopamine that we no longer feel the urge to create it ourselves. Why would we? AI will think for us, robots will do the work, and we’ll simply sit back, feeling like we’ve conquered boredom without actually doing anything.
I believe that’s where the future lies—in embracing boredom. In allowing our minds to wander, to explore aimlessly through a vast and mostly empty universe, yet one brimming with undiscovered ideas. If we let ourselves drift into a semi-dreamlike state, neither fully conscious nor searching for anything specific, but still alert—watching out of the corner of our eye—we just might capture the greatest ideas yet to be found.
So get bored—because in the future, it will be worth gold.
