Creativity
For A Purpose-Driven World

In the annals of human history, innovation has been a double-edged sword. On one hand, it has propelled us forward, breaking barriers and expanding horizons. On the other, it has raised profound ethical questions about the nature and implications of unchecked progress. As we stand on the cusp of a new era marked by rapid technological advancements, the ethics of innovation become more pertinent than ever. How do we balance the relentless pursuit of progress with the inherent responsibility that comes with wielding transformative power?

The Allure of the New Frontier

The human spirit is innately curious, always seeking to push boundaries and explore the unknown. This drive has led to remarkable innovations, from the wheel to the World Wide Web. Each breakthrough promises a better future, more convenience, and, often, a solution to pressing problems. However, with every step into the unknown, we are also confronted with unforeseen consequences.

Unintended Consequences

The Industrial Revolution, for instance, heralded an age of unprecedented growth and prosperity. Yet, it also brought environmental degradation, labour exploitation, and societal upheavals. Similarly, the digital age, while connecting the world and democratizing information, has raised concerns about privacy, mental health, and the very fabric of our democracies. These examples underscore a fundamental truth: innovation, without ethical considerations, can have detrimental effects.

The Innovator's Responsibility

Innovation is not just about creating something new; it's about understanding and anticipating its impact on society. This requires a holistic approach, considering not just the immediate benefits but the long-term implications. Innovators, whether they are tech giants in Silicon Valley or biotech researchers in labs, are responsible for ensuring that their creations do not harm the fabric of society they aim to improve.

Ethical Frameworks for Innovation

To navigate this complex landscape, we need robust ethical frameworks. These should be rooted in universal values but flexible enough to adapt to the nuances of each innovation. Such frameworks can guide decision-making from the research phase to deployment, ensuring that ethical considerations are not an afterthought but an integral part of the innovation process.

Stakeholder Involvement:

Ethical innovation also requires diverse perspectives. We can anticipate potential pitfalls and address them proactively by involving stakeholders, from end-users to ethicists, in the innovation process. This collaborative approach ensures that innovations are both technologically sound and socially responsible.

Regulation and Oversight:

While self-regulation is crucial, there is also a role for external oversight. Regulatory bodies, equipped with the right expertise and a mandate to protect the public interest, can provide the necessary checks and balances, ensuring that innovations align with societal values and norms.

Innovation, in its purest form, is a force for good. However, its true potential is realized only when it is pursued responsibly. As we continue to push the boundaries of what's possible, we must also pause and reflect on the ethical implications of our actions. By balancing progress with responsibility, we can ensure that innovation remains a beacon of hope, progress, and positive transformation for generations to come.

Leadership, a term often evoked in boardrooms, political arenas, and social movements, has been the cornerstone of human progress. From the pharaohs of ancient Egypt to modern-day CEOs, the essence of leadership has been a subject of fascination and study. While the contexts, challenges, and tools of leadership have evolved, certain foundational principles remain timeless. These enduring qualities have guided great leaders through the annals of history and continue to be relevant in today's dynamic world.

1. Vision and Purpose:

Every great leader, from Alexander the Great to Martin Luther King Jr., has been driven by a clear vision and a sense of purpose. This vision goes beyond personal ambition; it's about creating a better future, bringing about change, or achieving something greater than oneself. A clear vision provides direction, inspires followers, and offers a roadmap during challenging times.

2. Empathy and Understanding:

Leadership is not about dictating terms from an ivory tower. Effective leaders like Nelson Mandela have demonstrated a deep understanding and empathy for those they lead. They connect on a personal level, understand the aspirations and fears of their followers, and tailor their leadership style accordingly.

3. Integrity and Authenticity:

From the righteous rule of Emperor Ashoka to the principled stance of Abraham Lincoln, history lauds leaders who have acted with integrity. Authentic leaders are consistent in their words and actions, uphold their values even when it's inconvenient, and earn the trust and respect of their followers.

4. Adaptability:

The world is in a constant state of flux, and the best leaders have been those who adapt. Queen Elizabeth II, who has witnessed and steered the British monarchy through decades of change, exemplifies adaptability. Leaders must be open to new ideas, willing to change their stance based on evidence and be agile in their decision-making.

5. Empowerment:

Great leaders recognize that they are only as strong as their team. Leaders like Mahatma Gandhi empowered individuals, making them stakeholders in the larger mission. By delegating, trusting, and nurturing talent, leaders can build strong, self-sustaining teams that drive the vision forward.

6. Resilience and Perseverance:

Leadership often comes with its fair share of challenges and setbacks. Leaders like Winston Churchill, who led Britain through its darkest hours during World War II, exemplify resilience. The ability to stay the course, draw strength from failures, and remain optimistic is a hallmark of effective leadership.

7. Continuous Learning:

The Renaissance period, marked by polymaths like Leonardo da Vinci, underscores the importance of continuous learning in leadership. In an ever-evolving world, leaders must stay updated, be curious, and be willing to learn from both successes and failures.

In the modern context, these principles find resonance in various arenas. Businesses, in their pursuit of innovation and growth, require leaders with a clear vision, adaptability, and the ability to empower and inspire teams. Social movements aiming to bring about societal change lean on leaders who can connect with the masses, act with integrity, and persevere against the odds.

In conclusion, while the trappings of leadership have changed through the ages, its essence remains rooted in these timeless principles. As we navigate the complexities of the 21st century, these enduring qualities offer a compass, guiding current and future leaders towards effective, impactful leadership.

In the vast tapestry of human history, few threads have been as consistently intertwined as humanity and technology. From the moment our ancestors fashioned the first tools to the present day, where artificial intelligence and quantum computing stand poised to redefine our world, the relationship between humans and their technological creations has been one of mutual influence and evolution.

At its core, technology is a manifestation of human aspiration. It is born from our innate desire to overcome challenges, to push boundaries, and to shape the world according to our vision. The wheel, the printing press, the steam engine—each of these groundbreaking inventions emerged from a deep-seated human need, be it transportation, communication, or production. They are tangible reflections of our collective ambition, ingenuity, and resilience.

Yet, as much as we shape technology, it, in turn, shapes us. The introduction of the printing press in the 15th century didn't just provide a more efficient means of producing books; it revolutionized the dissemination of knowledge, paving the way for the Renaissance and the Scientific Revolution. Similarly, the rise of the internet hasn't merely changed the way we communicate; it has fundamentally altered the way we think, interact, and understand our place in the world.

This symbiotic relationship between humanity and technology is not without its challenges. As we stand on the cusp of the Fourth Industrial Revolution, with advancements in fields like AI, biotechnology, and nanotechnology, we are forced to grapple with profound ethical, social, and philosophical questions. What does it mean to be human in an age where machines can think, learn, and even create? How do we ensure that technological progress benefits all of humanity rather than exacerbating inequalities? And as we increasingly merge with our technological creations, where do we draw the line between human and machine?

Despite these challenges, the interplay between human aspirations and technological advancements offers immense potential for societal progress. When harnessed responsibly and ethically, technology has the power to address some of the most pressing challenges of our time—from climate change and resource scarcity to health pandemics and educational disparities. It can amplify our capabilities, extend our reach, and open up new horizons of possibility.

However, it's crucial to remember that technology, in and of itself, is neither good nor bad; it is a tool, a reflection of its creators. Its impact—positive or negative—depends on the intentions, values, and decisions of those who wield it. As we continue to innovate and push the boundaries of what's possible, we must do so with a deep sense of responsibility, guided by a vision of a future that is inclusive, sustainable, and anchored in the best of our shared humanity.

In conclusion, the dance between humanity and technology is an age-old one, filled with complexities and nuances. Yet, at its heart, it is a relationship of possibility. As we move forward, it is up to us to ensure that this symbiotic relationship continues to be a force for progress, enlightenment, and the betterment of all.

Creativity is often viewed as a universal language, transcending borders and cultures. In my travels across 60 countries, I've had the unique opportunity to witness this universality firsthand, while also appreciating the distinct nuances that set each region apart.

A World United by Creativity

From the bustling markets of Bangkok to the serene landscapes of Scandinavia, one thing remains consistent: the human drive to create. Whether it's through art, music, design, or innovation, every culture has its own way of expressing creativity.

In Japan, for instance, the concept of "Wabi-Sabi" celebrates the beauty in imperfection. This philosophy can be seen in various art forms, from traditional tea ceremonies to contemporary design. It's a reminder that perfection isn't always the end goal; sometimes, it's about embracing the flaws and finding beauty in the unexpected.

Diverse Approaches to Creativity

While creativity is a universal trait, the way it's approached and nurtured varies widely. In countries with a rich artistic heritage, like Italy, there's a deep-rooted appreciation for classical art forms. Contrast this with places like Silicon Valley, where creativity is often channeled into technological innovations and startups.

One fascinating observation is how different cultures approach problem-solving. In some regions, there's a focus on collaborative brainstorming, while in others, deep introspection and individual reflection are preferred.

Lessons for the Global Creative

For those navigating the global creative landscape, understanding these cultural nuances is crucial. It's not just about adapting your communication style, but also about appreciating the diverse perspectives that each culture brings to the table.

The world is a rich tapestry of creative expressions, each thread adding its unique color and texture. As we navigate this global landscape, let's take a moment to appreciate the beauty in diversity and the lessons it offers

Originally published in Pitch Magazine April 2019)

I work with a lot of people considered the ‘top creatives’ in this World, yet the most creative person I know is my mother. I haven’t always realised that though. Not until I ventured into this industry and spent years working with the biggest companies and most well-paid and respected creatives did I understand that true creativity is something not belonging to the few but the many. I was born in Jeddah, Saudi Arabia and by the time I was 4 years old had travelled from there all the way throughout Europe as a war refugee with my mom at the steering wheel making decisions and finding answers to problems quicker and smarter than any Creative Director ever would. Finally settling in Sweden, my brothers and I were raised, like most immigrant families, with three choices for a future: Doctor, Engineer or Lawyer. I chose the latter.

As a law student, it didn’t take me more than a few years to realise that the many opportunities coming my way outside of my studies seemed far more appealing and I founded my first agency. The beginning of a now almost two-decade journey in what we so confidently have defined as ‘the creative industry’ started and while I haven’t looked back since, oh boy has my opinion about how we define, discuss, claim and overall use the word creativity changed.

I am not sure when my quest of democratization of the word started but it must have been somewhere between developing more accelerated and more inclusive ideation methods and realising how demographically exclusive, naïve and elitist this industry truly can be.

While the wider belief amongst industry peers is that our creative processes and minds are evolving I ask myself ‘are we designing tools and methods that empower us or autopilot us?’. For so many years now, my company and I have been helping businesses get rid of systemised processes doing anything but empower. What we see, even with the biggest of the biggest is that the very same processes designed to create award-winning ideas are in fact crippling and seriously excluding. And that’s why the industry is scared of and challenged by emotional AI and product teams. They’re running faster and they’re part of democratization that in my opinion is creating a playing field much more interesting than anything there’s ever been. Their existence and rapid growth is a question rather than an answer. Its only demand is more collaboration and creativity.

At the end of the day, I believe the most interesting aspect of the future of creativity is about raising the collective creative potential rather than holding on to a fear of anything or anyone replacing it.

The fact that the creative economy is one of the most rapidly growing sectors of the world economy right now globally helping to boost social development and employment makes me excited and makes up for the times I have felt defeated by ignorance in power.

I believe the rapid growth of challenging creative structures to the westernised categorization of ‘creative’ is forcing us to appreciate creativity for what it really is — an ever-evolving driving force of humanity.

I don’t sell solutions.

I ask questions. I design space. I help people see what they’re too close to notice.

Sometimes that looks like a workshop. Sometimes it’s a moment of silence in a strategy session. Sometimes it’s naming what no one in the room wants to name.

Over the past two decades, I’ve worked with global brands, schools, youth movements, and cultural institutions across more than 30 countries. The work has spanned leadership development, creative problem-solving, identity work, storytelling, systems thinking. But none of that really describes it.

Because the real work is almost always the same:

Getting unstuck. Reconnecting people to meaning. Clearing space so something honest can grow.

And here’s the part I rarely say out loud:

Most of the time, the work isn’t “needed.”

Things could continue just fine without it.

But continuing “just fine” is usually the problem.

I don’t believe in big transformations that arrive all at once.

I believe in slow clarity.

In teams that feel before they decide.

In questions that echo, even after the meeting ends.

I Don’t…

I don’t deliver blueprints.

I don’t have a five-step model.

I don’t believe in facilitation-as-performance.

I’ve been in too many rooms where people nodded through PowerPoints and left unchanged.

Too many innovation labs that avoided the real issues.

Too many diversity conversations that never reached the core.

So I started doing something else.

I try to create moments where people feel more human, not less.

Where they don’t have to posture, pitch, or prove.

Where listening is as important as speaking.

Where tension isn’t a threat — it’s a signal.

What It Looks Like

The work I do is hard to photograph.

There’s usually no whiteboard full of post-its.

No product launch at the end.

No viral clip.

But there is usually a shift.

A founder stops talking and starts listening.

A team admits what’s been unspoken for months.

A leader reconsiders what they thought they were building.

I once ran a session where no one touched a marker for the first two hours. We sat, we spoke, we listened. What emerged wasn’t a plan — it was a new level of trust. That trust made the plan possible later.

That’s what I mean by designing space.

The Compass

If there’s a red thread in everything I do, it’s this:

The work should make people feel more connected — to each other, to their purpose, and to the world they’re shaping.

Sometimes that requires structure.

Sometimes that requires silence.

Sometimes it requires reminding people of something they already know.

This approach doesn’t scale fast. It’s not replicable in a deck. But it creates momentum. And alignment. And relief. And in some cases, that’s enough to start everything over again — the right way.

Who It’s For

I don’t write or work for everyone.

I write for people navigating complexity.

For people building things they can’t yet explain.

For teams with more questions than answers.

For leaders who care more about resonance than reach.

If you’re looking for quick fixes, there are plenty of places to go.

If you’re looking for something slower, deeper, and maybe messier — this space might be for you.

If nothing else, I hope the questions stay with you.

– Abraham