"Creativity is at the core of innovation. We rely on innovation for advancing humanity, as well as pleasure and entertainment."
— Jonathan Schooler, PhD, professor of psychological and brain sciences, University of California, Santa Barbara
More tools, more online connection, more this, more that.
We're living in a hyperconnected world, yet creativity is becoming harder to access. And what a shame that is for innovation.
That’s why I’m launching The Offline Advantage — a bi-weekly newsletter for people who want to think better, work smarter, and live more creatively by spending less time online.
This newsletter will explore topics such as:
Why spending more time offline can make you more creative
How to make room for creativity no matter how busy you are
When does technology show up in the creative process
Why having an analog hobby makes you a better employee
The science behind how creativity leads to the best ideas
How to implement creativity into the workplace
Ways to create more time to play at work and at home
And much more!
Why is analog trending?
2026 is going to the year of the analog. The idea of carrying an analog bag went viral on TikTok. The fashion industry is scrambling to figure out how to shift their marketing strategies to align with consumers spending more time offline. And people are craving "analog" spaces that are free of smart technology and devices.
Customer behavior is shifting and not in the way you might expect. As a marketer and a creative person, I find this to be a great opportunity to reflect on where we go from here — and how we can all benefit from being online less
So what caused this shift? If only I knew where to begin. A few things immediately come to mind:
The rapid rise of AI has led to consumer fatigue.
Doomscrolling has been proven to have a negative impact on mental health.
Job burnout is at the highest it's ever been.
The "flood the zone" strategy (IYKYK) is designed to overwhelm so you check out.
What does the analog trend have to do with creativity?
💡 A lack of dopamine is leading to less "aha" moments.
☁️ Wonder and daydream are proven to spark new ideas.
🧠 When we let go of stress, inspiration and excitement can return.
We need to get strategic here and find a way forward. Which requires innovation. And innovation can only happen when we focus more time and attention on creativity.
Where do we go from here?
For one, we need a great reset.
When I'm offline, the best ideas come to me. It's a cliché, but it's true. And we often forget that the best ideas come when we're in a relaxed state, disconnected from all the noise around me. My best ideas come about in the shower, while daydreaming, reading leisurely, writing my morning pages, or watching my daughter play. Rarely do they come about in a conference room or in a Zoom call.
It's time we focus on building in more space for creativity. I feel inspired by this opportunity to take a beat and find ways we can reconnect with our creative selves at work and in our personal lives.
This newsletter will act as a roadmap to building more creativity in our lives — and it starts by logging off.
Note: I'm not a luddite. Technology is a fantastic tool for creativity, but it can't replace the process. The process of creativity starts with our own minds.