Purposive Drift

Getting lost is important

Dan Wieden, the Wieden in Wieden + Kennedy, gets it right when he says:

"I think it's important that if you're going to be innovative, that there's not a process for everything. Sometimes it seems that if you're never lost you're never going to wind up any place new. It's only if you're willing to be completely fucked-up that you're going to do anything important."