HUNGRY. Espresso: Sir John Hegarty - What Is The Definition of Creativity?
Feb 12, 2026
Sir John Hegarty, veteran ad exec who founded BBH and shaped modern advertising, defines creativity as an expression of self. He discusses balancing selfish and selfless creativity. He explains applying personal values to commercial work and when to refuse projects. He stresses empathy, a strong point of view, loving your work, and writing for yourself.
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Creativity Is An Expression Of Self
- Creativity is fundamentally an expression of self and reflects who you are.
- The more interesting the self, the more interesting the creative work becomes.
Choose Clients That Align With Your Values
- Avoid working on things you fundamentally disapprove of and make critical judgments about clients.
- Absorb and empathize with the audience to shape how you'd like the work to be presented.
Make Your Point Of View Scalable
- Test whether your point of view will be loved by millions, not just you or your team.
- Keep a strong, outward curiosity so you can absorb inputs that inform a compelling point of view.
