Episode

25. Jason Perelson: Nothing Exists And Everything Is Made Up

In this episode, Jason Perelson, Partner at Synergy Group, explores creative thinking on a fundamental level and the importance of creatives for a thriving global society.

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    Jason Perelson

    Jason Perelson is one of the co-founders of creativeXpeople and co-designer of the new ThinkPlaceX business in Australia, both innovative models to shape human experience. Jason is a leading thinker in human behavior, creativity as innovation strategy, and positive change. He is the Chair of the advisory board to the Australian Capital Territory’s Chief Minister, an external advisory board member of the Centre for a Better Canberra think tank at the University of Canberra, and a sought-after advisor to senior leaders across government and the private sector for impactful change and human experiences with creativity.

TLDL

Jason explores creative thinking on a fundamental level and the importance of creatives for a thriving global society. He shares the “Made-Up Framework,” which involves mindset shifts, acknowledging constructs, and challenging conventional thinking for better creative outputs. Jason’s explains his own creative applications for the Australian Department of Defense and how creativity can be used to save lives. The key takeaway is to combine creativity with content and context to build for good at scale.

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EPISODE HIGHLIGHTS

[01:59] Jason’s favorite brew

[04:46] Nothing exists and everything is made up

  • Unpacking the fundamental levels of creativity that, simply put, everything is made up.
  • The truth of not having a single right answer or formula and why people go searching for one.
  • Breaking down societal barriers through creative thinking.

[06:30] Challenging what we perceive as truth

  • Identifying the layer of fiction created in power and how knowledge is maintained in narratives.
  • The value (or undervalue) of boundaries for agencies and brands.
  • How fear holds creators back and reshaping our concept of thinking dynamically can benefit global society.

[13:46] The Made-Up Framework for creative thinking

  • The advantage of dialectical thinking and how it involves putting opposing ideas together to generate new perspectives.•
  • Jason’s Made-Up Framework, which involves mindset shifts, acknowledging constructs, and challenging conventional thinking for better creative outputs.
  • The “Jobs to Be Done” framework and innovation models like Dolin’s 10 types are useful tools in creative processes.

[13:46] How creativity can be used to save lives

  • Marketing can contribute to social good, especially in situations like COVID or crisis communication.
  • Jason’s rapid-response work for Australia’s support in Ukraine, where creative solutions were implemented under time constraints to send meaningful messages.
  • Advertising, creativity, and marketing can play a much larger societal role than simply selling products, contributing to social good, and possibly saving lives indirectly.

[30:02] Jason’s hot take on undervalued creativity

  • Creativity is one of the most underappreciated yet vital skill sets for the future.
  • There needs to be a larger focus on creativity will be necessary, especially with the rise of generative AI.
  • Success in the future will depend on how well organizations adapt to working with creative thinkers.

[33:05] Final thoughts and takeaways

  • “Good enough” is not sufficient in marketing, creative agencies, branding, or innovation.
  • Groundbreaking potential lies far beyond what most people perceive.
  • Combining creativity with organizational context, brand foundations, audience needs, and the operating environment can unlock exceptional results.

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